Music fans would choose a concert over having sex if it meant seeing their favorite artists perform, according to a recent survey from concert promoter giant Live Nation.
Titled “Living for Live,” the global report includes insights from more than 42,000 fans (defined as anyone who attended a concert in the last year) aged 18 to 54 across 15 different countries, including all of North America, most of Western Europe, Australia, Japan, Thailand and Brazil.
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According to the survey, fans have named concerts as the world’s top form of entertainment, outranking attending movies, sporting events and even having sex, with 70% of respondents saying they would choose a concert by their favorite artist over lovemaking.
“This report confirms what we’re seeing on the ground everywhere,” said Russell Wallach, Live Nation’s global president of media and sponsorship, in a statement. “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.”
The study is meant, in part, to drive new insights about the millions of fans who attend concerts every year on behalf of the 1,500 major brands and sponsors that spent $1.2 billion with the company in 2024, according to Live Nation’s year-end financials.
The study found that 35% of fans plan to attend at least four concerts per year, while 29% of festivalgoers plan to attend at least four festivals per year. The report also found that 85% of fans said music was a core part of their identity, that 77% felt part of something bigger at shows, and that, among parents, the number one passion many hoped to pass on to their children was a love for live music.
The report also found that demand for female artists was continuing to grow, with 76% of responding fans reporting that they wanted more female-led lineups and 60% reporting a desire to see more festivals spotlight female talent.
The report covers a broad range of how fans view the importance of live music in their lives, the global nature of touring and the economic impact touring can have on local markets. A complete summary of the report can be found at livingforlive.livenationforbrands.com.
