70 per cent of people prefer live music to sex

The report claims, “If limited to one type of entertainment for the rest of their lives, live music is the #1 global consumer choice – Live music (39 per cent), Movies in theatres (17 per cent), Professional sports events (14 per cent).”

It also states, “People are over 2x more likely to choose a concert for their favourite artist over sex (70 per cent would pick a concert vs. 30 per cent would pick sex).”

Other results from the survey include 77 per cent of participants saying that attending live music shows makes them feel like they are part of something bigger.

Fans making an event out of live shows is another trend that is picked up on in the report, with 60 per cent of people travelling each year for a concert. Meanwhile, 70 per cent plan travel weeks in advance, and 75 per cent say a trip makes the show “more meaningful”.

It also claims that 94 per cent of fans post footage of shows on social media, which they say makes it the “world’s fastest-growing media channel”. The report then states, “For half of Gen Z, posting is part of why they go.”

Additionally, the dominance of female artists in the live music arena is highlighted, citing Beyoncé’s record-breaking Cowboy Carter World Tour, and Olivia Rodrigo’s Lollapalooza set, before sharing that 76 per cent of fans are interested in live events headlined by women.

Russell Wallach, Live Nation’s global president of media and sponsorship, said of the report’s findings, “Live music isn’t just growing, it’s shaping economies, influencing brands, and defining culture in real time.”

He continued, “Fans have made live the heartbeat of global entertainment, and it’s now one of the most powerful forces driving connection and growth worldwide.”

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