Live music has an incredible impact around the globe. That’s what findings from Live Nation’s global study “The Power of Live” suggest.

Released on September 27, 2018, and conducted in partnership with research agency Culture Co-op, the study looked at the power of live music through the lens of an increasingly digital age, documenting trends and behaviors of more than 20,000 live music fans in 11 countries and ranging in age from 13 to 65.

The study found that not only is live music necessary, it also creates the ultimate human connection.

More “The Power of Live” Takeaways

  • Live music is more important as a unifying force than ever before. The study found that respondents, when asked what defines them most as a person, rated music ahead of hometown, politics, race, or religion.
  • Live music is in high demand. According to the study, two-thirds of Gen X, Y, and Z attend at least one concert or festival each year, with a majority going to multiple events.
  • Live music creates more intense emotions than streaming music. When asked to rate how emotionally intense they felt at a recent live experience, 78 percent reported feeling high emotional intensity.
  • Live music fans are cultural catalysts. Globally, concert-goers were found to be 4X more likely to be micro-influencers.
  • Live music fans are willing to travel. According to the study, 72 percent of Gen Z/ Millennials have driven over 100 miles to go to a live music event.

It should come as no surprise that people place such a high premium on live experiences. After all, live only happens once and no two events are exactly the same.

That’s why we continue to develop cutting-edge live entertainment technology to ensure our offering continues to excite and delight your fans.

In August, Ticketmaster announced a partnership with Bixby, Samsung’s intelligent assistant, to give fans a more personalized event discovery and purchase experience.

That news was quickly followed by an industry-first integration partnership with Comcast to allow Xfinity X1 customers to search and start the process via the television.

These are just a few of the technologies that have contributed to the evolution of the live music industry, and there’s more to come.


Quantitative Global survey (n=22,500): 13-49 year olds across Gen X, Y and Z; markets: US, Canada, Mexico, Brazil, UK, Germany, France, Scandinavia, China, Japan, Australia; October 2017. Qualitative US ethnographies (n=75) and live music intercepts (n=200+): 16-65 year olds; 2016-2018, Biometric Live Music US Experiment (n=40): 16-65 year olds, galvanic skin response, movable EEG device – alpha power brain waves, accelerometer for movement synchronicity; April 2018.