Most People Would Rather Go to a Gig Than Have Sex, Report Finds

Live music is officially the world’s favorite high.

According to Living for Live, a new global report by entertainment powerhouse Live Nation, over 70 per cent of people would rather watch their favorite artist perform live than have sex.

The survey, conducted across 15 countries with over 40,000 participants aged 18 to 54, explores the concert economy, fandom culture, and the growing desire for real-world experiences in a hyper-digital era and live music is clearly a crowd favorite, with 39 per cent of participants surveyed naming it their top form of entertainment over sports and films, while 70 per cent even chose watching their favorite musician perform live over having sex.

Eighty per cent also claimed they spend more on live music experiences than on materialistic objects. 

In 2024 itself, fans willingly traveled more than 40 billion miles (equivalent to making 83,000 trips to the moon) to watch their favorite artists live. Likewise, 6 out of 10 fans also went on yearly sojourns for shows, indicating the rising trend of concerts as catalysts for growth for industries like hospitality, tourism, and more. 

More than just momentary spends, concerts have now evolved into chrononormative pit stops for their fans. 75 per cent of respondents said that they planned their lives around gig calenders. From scheduling their travel getaways or “gigcations” (concert-led microholidays), saving up for birthdays, and even getting tattoos to commemorate their concert memories, it has become increasingly clear that live music holds deep meaning for many of its consumers. 84 per cent even reported how concerts have gotten their families closer. 

Beyond languages, cultures, and borders, live music has reportedly become a driving force for diversity and representation. 71 per cent of the global sample said they listened to artists outside of their native tongues, while audiences from Europe, Latin America, Europe, and Asia piqued by 30 per cent. 

In equal measure, fandom sentiment reigned supreme. 85 per cent of the audience reported how music is emblematic of their identity, while 84 per cent agreed on the euphoria-inducing qualities of concerts. 76 per cent of the participants also showcased interest in events/festivals with female headliners. From meeting fellow fans to deciding festival outfits in advance, concerts have become a shared, collective experience, one that allows for self-expression and connection. Concurrently, 93 per cent craved offline, real experiences over digital ones, making live concerts an antidote to the post-modern digital age.

However, in the age of dopamine doomscrolling, the survey also highlighted how posting and streaming concert clips on social media channels is a motivating factor for attending them. 94 per cent of fans broadcast their captures online, while 68 per cent streamed clips when they cannot attend in person, becoming a cog in the burgeoning attention economy. 

From trend shifts to economic pulse points, LiveNation’s survey traced the global magnitude of live music and concerts, and its potential as a universal way to propel the entertainment industry forward.