Live Nation report finds 93% of fans prefer real-world experiences over digital

Live Nation published “The Return to Real,” a global market report on consumer demand for in-person entertainment as more activity shifts online.

• Research covering tens of thousands of fans found 93% prefer real experiences over digital alternatives.
• Survey results showed 80% would rather spend on experiences than physical goods, positioning live music as the top entertainment choice.
• Loyalty risk emerged: 64% reported weaker brand loyalty, despite 66% increasing loyalty-program engagement versus a year earlier.
• Live music benefits could drive switching behavior, with more than 90% saying such perks would prompt sign-ups or program changes.