With all this talk about new social platforms using AI, what does the future look like if we stay on this track? I keep coming back to the same place, which is that I think people are going to value in-person experiences and moments more in the future. We’ve seen this in the numbers: experiential and sponsorship ad spending is set to grow 8.0% in 2025.
With the amount of time people spend on their phones doomscrolling, I think the next generation (Gen Alpha and Gen Beta) are going to resent online connectivity. I’m hoping these are the generations of meeting people in person, being outside, being with their friends, and touching grass. Digital fatigue is at an all-time high, and in the next few years the experience economy is going to see a huge growth period.
Is This Becoming A Trend?
Taylor Swift’s Eras Tour became the highest-grossing tour of all time, bringing in over $1 billion globally. Live Nation posted record revenues in 2023 and 2024, with double-digit growth in ticket sales and sponsorship. Theme parks like Disney and Universal reported all-time highs in attendance and per-guest spending. And then you have the rise of ticketed micro-experiences. If you haven’t heard of Meow Wolf, I highly recommend it (2.5 grams should do you riiiight).
Meow Wolf Las Vegas
How Does This Affect Creators?
Very few of you have walked through the expo hall at VidCon, but for those who have, you know exactly what I’m talking about when I say the line to the Aphmau MeeMeow experience loops around the entire floor. Back in June, Sam & Colby released their experience at the Escape Hotel on Hollywood Blvd. That being said, I also understand these experiences are really just for the top 1–2 percent of the creator ecosystem.
Experiences Build IP
A big part of this that gets overlooked is how live experiences turn content into IP. When someone goes to a Stranger Things pop-up, a Marvel-themed ride, or a creator-led haunted house, they’re not just consuming content, they’re becoming part of that IP. We also have strong evidence that after a positive experience at an in-person event, people are more likely to keep engaging with the brand afterward, whether it’s buying merch, upgrading tickets, or showing up for the next movie release.
The Big Takeaway
The future of media is shifting back toward real-world experiences. The way things are trending, Gen Alpha and Gen Beta may reject constant online life in favor of being outside and connecting in person. Brands are already investing heavily in live events and sponsorships because that is where loyalty grows. For creators, IP now extends beyond screens into spaces fans can actually step into. The experience economy is moving to the center of culture.
Mafiathon 3 is finally over, huge congrats to the team for pulling it all together 🎉
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