Live music has officially taken center stage in global entertainment, surpassing sports, film, and even sex as the world’s most preferred form of enjoyment, according to a new report from Live Nation.

The live entertainment giant released its Living for Live study on Nov. 11, detailing the findings of a global survey of 40,000 people across 15 countries. The data paints a picture of a world increasingly shaped by concert culture — one where live experiences drive connection, self-expression, and even economic growth.

“This report confirms what we’re seeing on the ground everywhere,” said Russell Wallach, Live Nation’s Global President of Media and Sponsorship. “Live music isn’t just growing, it’s shaping economies, influencing brands, and defining culture in real time. Fans have made live the heartbeat of global entertainment.”

Fans Choose Concerts Over Everything Else

Nearly 40% of respondents said if they could only choose one type of entertainment for life, they’d pick live music — ranking it above movies and sports. In one of the study’s more eye-catching findings, 70% of people said they’d rather see their favorite artist live than have sex.

For many, concerts have become part of personal identity. Eighty-five percent of respondents said music defines who they are, and 84% said live experiences “give them the most life.” Fans are also using concerts as milestones — with 75% planning their calendars around shows and one in four marking special performances with tattoos.

A Global Cultural Force

The report highlights the global reach of live music, noting that fans collectively traveled 40 billion miles for concerts in 2024 — roughly 83,000 trips to the moon. Seventy-one percent of fans said they listen to artists outside their native language, while 84% believe live music unites people across borders.

Nearly six in 10 fans said they travel for shows each year, contributing to local economies through tourism, hospitality, and retail spending. Festivals and tours have become major catalysts for economic activity worldwide, according to the report.

Real Experiences in a Digital Age

As digital fatigue grows, fans are increasingly prioritizing real-life moments. Ninety-three percent said they attend shows because they crave authentic experiences over virtual ones, while 80% prefer to spend money on experiences rather than things.

Live Nation’s findings suggest that live entertainment has evolved from a leisure activity into what the company calls “infrastructure for connection” — shaping culture, loyalty, and community on a global scale.