A new report from Live Nation, titled Living For Live, has revealed that 70 percent of music fans would rather attend a gig than have sex, underscoring the importance of live music in people’s lives. The study surveyed 40,000 participants around the world to understand how fans interact with concerts and how music shapes personal identity.
Concerts Ranked as the Top Form of Entertainment
When asked to choose one form of entertainment to keep for the rest of their lives, fans ranked concerts above sports events, cinema trips, and even sex. In the report, 39 percent of respondents selected live music as their number one entertainment choice, and fans were found to be more than twice as likely to choose a gig with their favourite artist over sex.
Travel, Connection, and Emotional Meaning
The study also explored how fans interact with the live music experience beyond the performance itself.
More than 70 percent of participants said they plan to travel for live shows, and three in four said that the journey enhances the overall meaning of the event.
The survey found that 80 percent believe music brings their family closer, and 77 percent said being in a concert crowd makes them feel part of “something bigger.”
Additionally, 76 percent expressed interest in attending shows headlined by women.
Industry Concerns Surrounding Live Nation
While the report highlights the passion fans have for live music, Live Nation itself has faced scrutiny over its influence on the live event industry. In September, the Association of Independent Festivals (AIF) called for the company to be broken up, citing data that Live Nation and its affiliates “control the majority of arena, stadium, and outdoor concert tickets in 2025.”
During the same period, Live Nation CEO Michael Rapino claimed that concert tickets are “underpriced,” arguing that increasing costs are due to investment in the live music experience. Data from Pollstar recorded a 20 percent rise in average global ticket prices in 2023, reaching $130.81, or approximately £104.
Live Music Attendance Continues to Grow
Despite concerns around pricing and consolidation, the Living For Live report shows that demand for live music remains strong. In 2025 alone, more than 130 million people purchased tickets for concerts, and stadium attendance has tripled compared to the previous year.
The report also noted that more than ten new large-scale venues are set to open globally in 2026. However, in contrast to this growth, the UK’s Music Venue Trust (MVT) reported in January that a grassroots music venue closed every two weeks in 2024, highlighting widening disparities within the live music ecosystem.
Read Live Nation’s Living For Live report here.