As Live Nation Enters Its Busiest Week of the Year, New Global Report Reveals a Return to Real
Live Nation expects this week to be its busiest for U.S. fan attendance this year, with millions of fans heading to concerts during the peak live-events stretch. The company's Live Nation for Brands unit published The Return to Real, a global report based on surveys of tens of thousands of fans: 93% crave real experiences over digital ones and 80% would rather spend on experiences than things, with live music named the world's favorite form of entertainment. Brand partners Spotify, Mastercard and Lowe's are quoted on tying live music to loyalty programs; more than 9 in 10 fans say live-music benefits would get them to sign up for or switch loyalty programs.
Key figures
- Fans surveyed
- tens of thousands worldwide
- Feel less loyal to brands
- 64%
- Say loyalty programs feel the same
- 71%
- Fans craving real experiences over digital
- 93%
- Prefer spending on experiences over things
- 80%
- Engaged loyalty programs more than a year ago
- 66%
- Would sign up or switch for live music benefits
- more than 9 in 10
AI analysis
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