Live Nation has released Living For Live, its largest global report to date.
Based on a survey of 40,000 people across 15 countries, the report shows how people spend their time, express their identities, and connect with others through live experiences.
It follows a recent AEG report on the key role of Gen Z superfans in driving the live business.
"This report confirms what we're seeing on the ground everywhere," said Russell Wallach, Live Nation's global president of media and sponsorship. "Live music isn't just growing, it's shaping economies, influencing brands, and defining culture in real time. Fans have made live the heartbeat of global entertainment, and it's now one of the most powerful forces driving connection and growth worldwide."
According to the report, 39% say if they could only choose one type of entertainment for life, they would choose live music – ranking it above movies and sport.
For 85% of fans, music defines who they are. “What they wear, share, and experience at concerts has become part of how they express themselves and connect with others,” stated the report.
In addition, 75% say they plan their calendars early around shows. Nearly 80% say concerts bring their family closer together.
Nearly six in ten fans travel for shows, creating economic ripple effects across hotels, restaurants, and retail.
In an era of digital saturation, 93% of fans say they attend shows because they crave real experiences over virtual ones, and 80% would rather spend money on experiences than things.
“For most, concerts remain the most emotionally charged shared experience on earth,” said the report.
