As screens, algorithms and generative AI occupy more of daily life, physical experiences are becoming more—not less—valuable. A new global report from Live Nation suggests live music is emerging as a powerful counterweight to digital saturation.
Published as Live Nation enters what it expects to be its busiest week of the year for US fan attendance, The Return to Real draws on surveys involving tens of thousands of fans worldwide. According to the company’s research, 93% of respondents crave real-world experiences over digital ones, while 80% would rather spend money on experiences than possessions.
Live music was also identified as the world’s favourite form of entertainment. Its appeal appears increasingly connected to something technology cannot fully reproduce: an artist, an audience and a shared event happening together in one physical space.
People can do almost everything from their phones now. That’s exactly why the things worth leaving home for matter more than ever. – Russell Wallach, Global President of Live Nation Media & Sponsorship
The report also positions concert access as an increasingly valuable loyalty tool. Although 64% of surveyed fans said they feel less loyal to brands—and 71% believe loyalty programmes feel broadly interchangeable—more than nine in ten said live-music benefits could persuade them to join or switch programmes.
Spotify is already connecting its digital audience with physical events through Reserved by Spotify.
There’s just no replacement for the live music experience. We’re starting to see how digital and live can go hand in hand, creating a better experience both offline and online. – Jon Ostrow, Spotify’s Head of Business Development, Live Music
Mastercard and Lowe’s are pursuing similar strategies, using concert access and music-related benefits to create customer relationships that reach beyond conventional points, discounts and purchases.
For the music industry, the shift does not signal a rejection of technology. Digital platforms remain central to discovery, ticketing, communication and fan engagement. But their expanding presence may be making physical participation feel rarer—and therefore more culturally and commercially valuable.
Live Nation’s findings should be read as company-commissioned research developed through its brand-partnership division. Even so, they highlight a significant industry tension: the more entertainment becomes personalised, automated and screen-based, the greater the appetite may become for experiences that cannot be paused, regenerated or replicated.
The next phase of music technology could therefore be less about replacing the live experience and more about improving the route into it. The opportunity is clear, but so is the test: access must remain meaningful for fans, not become another premium benefit reserved for those already closest to the front of the queue.