As Live Nation Enters Its Busiest Week of the Year, New Global Report Reveals a Return to Real
Live Nation says this week is expected to be its busiest for U.S. fan attendance this year as it enters the peak fall concert window, with no specific attendance figures disclosed. The company's media-and-sponsorship arm, Live Nation for Brands, published a global research report called The Return to Real, based on surveys of tens of thousands of fans, finding that 93% crave real experiences over digital ones and 80% would rather spend on experiences than on things. The report also argues brand loyalty is fraying, with 64% of fans feeling less loyal to brands, while more than 9 in 10 say live-music benefits would get them to sign up for or switch loyalty programs.
Key figures
- Attendance milestone
- busiest week for U.S. fan attendance this year
- Fans craving real experiences
- 93%
- Fans feeling less loyal to brands
- 64%
- Fans saying loyalty programs feel the same
- 71%
- Prefer spending on experiences over things
- 80%
- Fans engaged loyalty programs more than a year ago
- 66%
- Fans saying live music benefits would drive loyalty signup or switch
- 9 in 10
AI analysis
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