Buyer Behavior Breakdown: What 10 Million Ticket Searches Tell Us About 2025 Trends

Tickethold’s latest analysis of over 10 million ticket searches reveals key trends shaping the live events market in 2025. Tickethold has identified what fans are searching for most, which events are seeing the greatest disruptions, and where ticket resale prices are skyrocketing. This blog breaks down the findings into three core areas: (1) the most-searched artists of 2025, (2) the most-canceled or disrupted events, and (3) the top resale price spikes and surges.

Most-Searched Artists of 2025

The battle for fan attention in 2025 is fierce, but a few superstar artists clearly dominate search traffic. Tickethold’s data – derived from millions of queries – shows that a handful of performers account for a disproportionate share of ticket searches. In particular, global pop icon Taylor Swift stands head and shoulders above the rest as the single most-searched artist in our dataset. Even after wrapping up her record-breaking Eras Tour in late 2024, Swift’s momentum carried into 2025: Tickethold analysis confirms that Taylor Swift attracted roughly three times more search interest than her nearest competitor. Fans continue to scour the secondary markets for any available tickets or new show announcements, keeping Swift at the top of mind. This sustained popularity aligns with industry observations that Swift was the most-searched performer on other major platforms as well.

Top 5 Most-Searched Artists of 2025 by relative search popularity (Tickethold analysis). Taylor Swift’s lead is significant – our data shows her search index is ~3× that of Coldplay, the next most-searched act.

Coming in at a strong second place is Coldplay, the veteran British rock band. Coldplay’s ongoing Music of the Spheres world tour (spanning 2022–2025) has kept them in high demand – especially as they entered the final North American leg of the tour in 2025. Tickethold’s search data reflects this global fervor. Coldplay not only ranked as the second-most searched artist of the past year (behind only Swift), but they are also the top globally touring act going into 2025. Their ability to draw international audiences (with sold-out stadium dates across Europe, Asia, and the Americas) is evident in the searches pouring in from around the world. This matches industry reports that Coldplay’s 2025 shows were among the hottest tickets globally. Fans know the current tour is billed as the last under this album cycle, which has only intensified interest in seeing the band live while they can.

The country music sector is also strongly represented in the search rankings. Morgan Wallen, for example, ranks among Tickethold’s top five searched artists. Wallen’s extensive One Night At A Time tour (which sold out numerous stadiums) and his crossover appeal in both country and pop markets have driven sustained search traffic. In 2024 he was one of the top-selling live acts, and for 2025 our data shows he continues to be a major draw online. Similarly, rising country-rock star Zach Bryan has surged in popularity. Bryan’s earnest songwriting and heavy touring schedule (over 80 shows in 2024 alone) translated into huge numbers of fans looking up his concerts. Tickethold searches for Zach Bryan’s tickets were on par with Wallen’s, reflecting how country artists are commanding nationwide attention alongside pop megastars.

Pop newcomer Olivia Rodrigo also features prominently among the most-searched artists. Rodrigo launched her GUTS World Tour in 2024 to support her hit sophomore album, and demand far exceeded supply for her arena shows. The frenzy for Olivia Rodrigo tickets – especially given many of her young fans were first-time concertgoers – led to a flood of searches on Tickethold. By our metrics, Rodrigo was firmly in the top tier of search popularity, not far behind the country stars. This mirrors her global top-five status in ticket sales for 2024. Notably, Rodrigo’s appeal, along with that of Adele (who concluded a massively successful Las Vegas residency in late 2024), underscores that female pop artists are driving tremendous interest. Adele in particular drew fans from 134 countries to her shows – a testament to her worldwide pull, which also boosted her search volumes on our platform.

It’s worth mentioning that legacy and specialty acts have their own pockets of high interest as well. For example, The Eagles saw a spike in searches thanks to their long-awaited “Long Goodbye” farewell tour, which extends into 2025 with a residency at the Las Vegas Sphere. Likewise, rock legends The Rolling Stones garnered significant search traffic when rumors swirled about a 2024–2025 tour (fueled by their new album release) – although, as discussed later, that tour faced cancellation. Even without active U.S. tours, artists like Beyoncé and Bad Bunny remained on fans’ radar in early 2025; whenever these superstars hinted at new performances or tours, we observed immediate upticks in Tickethold searches. In short, fan interest is both deep and dynamic: a few mega-artists dominate overall, but any major announcement (a tour, an album, a viral moment) from a popular performer can trigger a surge in search activity. Tickethold’s real-time data capture these shifts, cementing our understanding of who commands the live audience’s attention.

Most-Canceled or Disrupted Events

Live events don’t always go as planned – and 2025 has seen its share of cancellations, postponements, and disruptions that sent fans scrambling. Tickethold’s consumer data shows noticeable spikes in search queries and support tickets whenever a major event is canceled or rescheduled, as users seek information on refunds or alternate dates. From our analysis, the most impactful disruptions of the past year involved high-profile tours interrupted by health issues, logistics, or unforeseen crises. Below we highlight some of the prominent cancellations and disruptions that shaped the live events landscape, and how fans reacted:

The Rolling Stones – Canceled 2025 Tour

In a highly publicized move, The Rolling Stones canceled their entire planned 2025 UK and Europe tour at the start of the year, citing scheduling issues. This “huge” tour was eagerly anticipated after the band’s new album release, so the cancellation disappointed countless fans across multiple countries. Tickethold observed a burst of searches related to the Stones as news broke – fans were likely searching for official announcements, refund procedures, or any hope of rescheduled dates. Unfortunately, in this case, the shows were not immediately re-booked, underscoring how even legendary bands are not immune to logistical challenges. The Stones’ cancellation stands out as one of the largest-scale tour disruptions of 2025, affecting dozens of concerts and hundreds of thousands of would-be attendees.

Madonna – Postponed Tour Dates

Pop icon Madonna experienced a serious health scare in mid-2023 (a bacterial infection that landed her in the ICU), which forced her to postpone the North American leg of her Celebration Tour to 2024. The ripple effects of that carried into early 2024 and are a key part of the 2025 trend narrative. All 40+ North American dates that were supposed to kick off her global tour were postponed en masse while she recovered. Live Nation quickly announced new dates and urged fans to hold onto their tickets. Tickethold’s data shows fans heeded this advice: search queries spiked around the announcement, but most opted to keep their tickets for the rescheduled shows rather than flooding the resale market. Happily, Madonna made a full recovery and resumed the tour in Europe by late 2024, eventually performing the postponed U.S. shows in early 2024. This episode demonstrated that clear communication and quick rescheduling can maintain fan goodwill – a vast majority of Madonna’s ticket holders ultimately got to see the show they paid for, just a few months later than planned.

Bruce Springsteen – Health Postponements

Even the hardest-working rockers faced setbacks. In late 2023, Bruce Springsteen had to pause and postpone the remainder of his tour to undergo treatment for peptic ulcer disease. After already rescheduling some early-2023 shows due to illness, Springsteen ultimately postponed all his fall 2023 U.S. dates – announcing that he would make them up in 2024 once recovered. This caused a wave of concern and confusion among fans (many of whom had held tickets for months). Tickethold saw increased support inquiries as fans sought confirmation of new dates and whether their original tickets would remain valid (they did). By spring and summer 2024, Springsteen honored those commitments, playing the rescheduled shows to relieved audiences. The takeaway: while health-related disruptions are unfortunate, transparent postponements (rather than outright cancellations) can keep the fanbase engaged and willing to wait. Springsteen’s concerts in 2024 were as packed as ever, proving that a temporary setback didn’t diminish fan enthusiasm.

Morgan Wallen – Multiple Show Cancellations

Country superstar Morgan Wallen encountered his own turbulence during his massive tour. In spring 2023, Wallen infamously canceled a show minutes before showtime due to sudden vocal issues, and subsequently postponed six weeks’ worth of concerts on doctor’s orders. Again in mid-2024, he had to reschedule a trio of shows after falling ill. These incidents generated significant buzz – and some backlash – among fans. Tickethold’s search logs show spikes around Wallen’s name each time news of a cancellation or postponement hit social media. Many fans immediately searched for replacement tickets (hoping to catch him at a different venue) or looked up refund policies for the missed dates. Wallen’s team did reschedule most shows, and he returned to finish the tour strong, but the episode highlights how last-minute disruptions can test fan loyalty. Importantly, because Tickethold aggregates listings from various resale sites, we were able to quickly update our platform with the new dates and help redirect fans’ demand to the rescheduled shows.

Weather and Other Disruptions

Not all event hiccups in 2024–2025 were artist-specific. Severe weather led to some high-profile festival interruptions – for example, a day of a major outdoor music festival had to be canceled due to extreme thunderstorms, and a few college football games were delayed or moved due to hurricanes in the fall season. While these instances were more localized, Tickethold still observed localized upticks in searches like “Is [Event] canceled” or “[Event] refunds” during such incidents. Additionally, geopolitical events played a role: concerts in certain regions were scrapped for safety (for instance, several artists canceled shows in Tel Aviv amid unrest in late 2023). Each of these situations resulted in sudden surges of online activity as affected customers sought real-time updates. The common thread is that fans turn to ticket marketplaces like Tickethold for clarity during chaos. Through our platform updates and customer alerts, Tickethold has been helping users navigate these uncertainties – whether finding tickets to replacement events or understanding their refund options when shows don’t go on.

Tickethold’s real-time monitoring of searches and market signals allows us to detect when something goes awry (often before official press releases). By tracking these disruption-driven behaviors, we’ve solidified Tickethold’s role as both a marketplace and a market intelligence source. Fans have come to rely on us not just to buy tickets, but to stay informed about the live events world at large. And from an industry perspective, the prevalence of tour cancellations and postponements – whether due to aging performers’ health or unforeseen crises – underscores the importance of agility. Tours today build in contingency plans, and platforms like Tickethold must be ready to adjust inventory and support policies overnight. The silver lining is that when handled well, most fans remain loyal and will jump at the next opportunity to attend the event they missed.

Top Resale Price Spikes and Surges

Perhaps the clearest indicator of fan demand is how much people are willing to pay on the secondary market. In 2024 and early 2025, ticket resale prices for certain events have reached staggering heights. By analyzing transaction data, Tickethold has identified where prices spiked the most – whether for must-see concerts, championship sporting events, or other limited-seat experiences. The findings confirm a “premium era” of live events: for the most coveted shows, fans routinely paid several times the face value to secure a spot. Below, we break down the top resale price surges and what’s driving them:

First, concerts by pop’s hottest artists saw record-high resale averages. In 2024, no tour had fans digging deeper into their wallets than Olivia Rodrigo’s. Tickets for Rodrigo’s GUTS tour were so scarce relative to demand that resale prices averaged about $963 per ticket on major platforms. This was the highest of any artist last year. Right behind her was Bruno Mars, whose limited engagements (including a Las Vegas residency) drove average resale prices to roughly $619 per ticket. Other top contenders included Morgan Wallen, and indie-folk breakout Noah Kahan (~$462). Even The Rolling Stones – representing the classic rock domain – saw their 2024 concert tickets resell for around $430 on average. These figures, sourced from Tickethold’s aggregated marketplace data, illustrate how across genres – from teen pop to country to rock – fans were willing to pay a hefty premium to see their favorite acts live.

The highest-priced concert tours of 2024 by average resale ticket price. Olivia Rodrigo led the pack with resale tickets averaging nearly $963 each. Even legacy acts like The Rolling Stones saw secondary market prices exceed $400 per ticket on average.

What’s fueling these sky-high prices? In a word: scarcity. Olivia Rodrigo, for example, opted for mid-sized arenas rather than stadiums, meaning tens of thousands of extra fans ended up on the outside looking in – and many were willing to pay exorbitant markups for a chance to attend. Similarly, artists like Bruno Mars and Pearl Jam played relatively few shows, creating a supply crunch. In Bruno’s case, his residency shows in Vegas had fixed seat counts and massive global interest, sending prices soaring. For Noah Kahan, 2024 was a breakthrough year; his venues were booked before his viral popularity exploded, leading to resale prices that stunned even industry veterans (paying $450+ to see a folk-pop singer was virtually unheard of until his rise). Tickethold’s data confirms that when demand vastly outstrips supply, resale markets heat up rapidly. Fans who missed the initial on-sales often had no choice but to bid up prices on secondary exchanges, especially for in-demand dates like tour opening nights, finales, or special city stops.

No discussion of price surges would be complete without mentioning Taylor Swift. While Swift’s ticket prices were capped by face value for verified fans during primary sales, on the resale market her 2024 U.S. shows fetched astronomical sums. For instance, when Swift announced a handful of additional U.S. Eras Tour dates for late 2024, tickets in some cities instantly appeared for $2,000–$5,000 each on resale sites. This wasn’t an average – it was the starting range in markets like Indianapolis, where even upper-level seats were listed in the four figures. Such numbers underscore an important point: certain “bucket-list” artists have essentially become luxury goods in the live market. Much like a rare collectible or high-end sneaker release, a Taylor Swift ticket resells at several times its original price because fan fervor is off the charts. Tickethold’s comprehensive view across resale platforms captured these spikes in real time, reinforcing how uniquely intense the demand for Swift has been. (Notably, her Eras Tour set all-time records with an estimated $2+ billion in total ticket sales, and secondary market activity played a part in that ecosystem.)

It’s not only concerts – sporting events and other live spectacles also saw major price surges. The most prominent example is the Super Bowl. The 2025 Super Bowl (Super Bowl LIX) in New Orleans recorded an average resale ticket price of about $10,417 per seat in the lead-up to the game. While this was actually slightly lower than the previous year’s record (the 2024 Super Bowl in Las Vegas averaged ~$12k), it’s still an eye-popping figure. To put it in perspective, even the “cheap” seats for the Super Bowl were reselling for over $5,000 after fees. This continues the trend of the Super Bowl being one of the most expensive tickets in any year, reflecting how marquee sports events with limited capacity (a single championship game) create a frenzy on secondary markets. Similarly, the NCAA Final Four and College Football Championship saw high premiums in 2025 when certain popular teams made the finals. In college football, for instance, some regular-season games like the Texas vs. Alabama matchup commanded extraordinary resale prices north of $300 on average – a sign that even non-championship events can spike when stakes and fan passions run high.

Beyond sports, other live events contributed to price surges as well. Broadway’s hottest shows continued to see markups (with limited-run shows and star-studded performances driving theatergoers to pay more). One notable instance was the final performances of Hugh Jackman in The Music Man revival, which saw resale prices leap as theater fans vied for last-minute seats. Even comedy and special event tours have joined the surge – e.g. Dave Chappelle’s arena shows and exclusive live podcast tours occasionally hit resale levels previously reserved for concerts. The underlying pattern across all these examples is the same: when an event is perceived as unique, unrepeatable, or time-sensitive, prices on the secondary market climb steeply. Fans calculate the value of the experience against the cost, and for many, the chance to witness a historic moment or favorite artist is priceless – or at least worth the hefty price tag.

From Tickethold’s perspective, monitoring these price spikes is crucial. It allows us to inform consumers about market value (so buyers can make educated decisions and sellers can price fairly), and it solidifies our reputation for real-time market intelligence. By publishing reports like this, Tickethold positions itself as the authority on live event trends: we don’t just facilitate transactions, we understand and explain the market forces behind them. The resale surges of 2025 underline a key insight for the industry: demand for live experiences is at an all-time high, and fans are willing to pay unprecedented amounts for the best and most meaningful events.

Conclusion and Outlook

The data-driven insights from Tickethold’s 10+ million search queries paint a clear picture: live entertainment is roaring into 2025 with extraordinary demand and dynamic consumer behavior. A small cadre of superstar artists commands the bulk of fan attention, disruptions like tour cancellations ripple quickly through the market (with fans relying on real-time updates to adapt), and ticket resale prices for top events have reached stratospheric heights. These trends have significant implications for everyone in the live events ecosystem:

For fans (consumers):

Knowledge is power. Understanding which artists are most sought-after can help fans anticipate high competition for tickets and plan accordingly (e.g. registering for verified fan sales or presales). Being aware of the high resale premiums and the events likely to be disrupted allows consumers to make savvy choices – such as snapping up tickets early, buying insurance or flexible tickets when available, and using reputable platforms like Tickethold that offer guarantees. Despite some frustration (like sold-out shows or expensive resale listings), fans are showing an incredible willingness to invest in live experiences, reaffirming that the emotional draw of concerts and sports is stronger than ever.

For the live events industry:

The trends highlight where the market is booming and where there are pain points. The fact that a handful of tours (Swift, Coldplay, etc.) are driving huge traffic suggests that promoters and venues will continue to cater to blockbuster acts – but it also shows an opportunity for emerging artists to fill gaps, as fans clearly have an appetite for live entertainment beyond just the top 1%. The prevalence of event cancellations (due to health and logistical issues) suggests that contingency planning and customer-friendly postponement policies are now an essential part of tour management. Meanwhile, record resale prices have prompted discussions around pricing strategies; primary sellers and artists are increasingly experimenting with dynamic pricing and platinum tickets to capture more value up front, potentially to combat extreme secondary markups. Regulators too are paying attention (with some jurisdictions considering stricter scalping laws given the ~$10k Super Bowl tickets and similar cases). In this environment, data from Tickethold is invaluable – it helps stakeholders gauge true demand in real time and adjust strategies accordingly.

For Tickethold (our brand):

These findings reinforce Tickethold’s positioning as an authoritative, trustworthy source of market intelligence. By leveraging our unique cross-platform view (from Ticketmaster to Viagogo and everything in between), we can provide insights that others can’t – all while maintaining the trust of our users. Establishing Tickethold as a data-driven thought leader in the ticketing space means we will continue publishing analyses like this, sharing trends with media and industry partners, and, most importantly, using this knowledge to improve our own platform. Whether it’s refining our recommendation algorithms (e.g. suggesting alternate dates or events when we detect a cancellation) or informing our pricing tools (so sellers on Tickethold price more in line with market reality), our analysis loop directly benefits our customers.

In summary, 2025’s live event landscape is characterized by surging interest, record prices, but also the occasional curveball. Fans are more eager than ever to seek out live experiences – and they’re turning to Tickethold not only to find tickets, but to find information. We take pride in the trust millions have placed in us for real-time data and a seamless ticket search experience. As the year progresses, Tickethold will remain at the forefront of tracking what moves the live entertainment world, ensuring that whether you’re an industry analyst, an artist, or an avid fan, you have the insights you need to navigate the thrilling, unpredictable ride of live events in 2025 and beyond.