Where is India’s youth spending today? Well, away from the world of fancy ice creams and the latest D2C drops — packed concert halls, auditoriums, festival grounds and echoing stadiums can testify where the real consumption story is being written as we speak. That’s the thesis that JetSynthesys is banking on.

A new wave has enveloped the country, and at its heart is the aspirational young Indian willing to be immersed in the live concert experience.

Remember the Coldplay India tour or how Diljit Dosanjh brought the crowd to a standstill? While you may not be a fan, for many loyalists, this was once-in-a-lifetime experience and they splurged gladly without batting an eyelid.

Not to mention, a high for live events and concerts among Indian youth is on the rise. For context, India hosted over 30,000 live events across 319 cities last year, witnessing an 18% YoY growth in attendance, according to a BookMyShow report. And it’s not just the metros hogging the limelight. Tier II cities like Gandhinagar, Lucknow and Shillong saw a record 682% increase in ticket sales in 2024.

The live events segment crossed the INR 12,000 Cr mark in revenue during the year and is likely to expand at a healthy 19% CAGR over the three-year period ahead, according to an EY report. In fact, there were as many as 70 to 80 concert days in 2024 alone, with attendances of over 10,000 each.

Once dominated by BookMyShow, the live events space is now brimming with new players. Last year, Eternal acquired Paytm Insider for INR 2,048 Cr, sending a clear message that its gigantic Gen Z and millennial base was ready to be baptised — from foodies into concert-goers. The end result is District, Eternal’s latest big bet.

Swiggy, too, did not want to miss the bus, and launched Scenes in December 2024, looking to beef up the going-out vertical which was thus far centred around Dineout.

Amid the shifting paradigm, Krafton-backed digital entertainment and technology company JetSynthesys has launched JetAlive to cash in on the growing live experiences mania. With JetAlive, the gaming and esports company aims to deliver live experiences to GenZ in the ‘phygital’ (physical digital) format — a move that is being touted as a natural progression for the company.

This is because JetSynthesys is not a typical consumer technology startup and knows the youth and the live engagement business but in a different guise, esports.

Now, with its sights set on strengthening its connection with the GenZ........

© Inc42