Live music is better than sex, says a new survey of 40,000 people, revealing that 70% of respondents would rather go out to see a live show than have an evening of carnal pleasure, and combining it with a travel experience is even better.
According to its new Report for Life, Live Nation asked 40,000 participants across 15 countries about their top forms of entertainment. When asked to choose one type of entertainment for the rest of their lives, 39% of them selected live music, which scored more highly than sports events (14%), movies (17%), and having sex (30%).
The results show 93% of people “crave real experiences over digital ones”, and 80% prefer to spend their money on “experiences than things.” Those preferences are translating, Live Nation says, into music becoming the world’s favourite form of entertainment amid “a cultural reset shifting how people spend their time, shape their identities, connect, and share their stories.”
When it comes to sales, “in 2025 alone, more than 130 million fans have already bought tickets,” the report says, adding that “stadium attendance has tripled year-over-year, festivals sell out faster than ever, and with 10+ new large-scale venues opening worldwide in 2026, the movement is only accelerating.”
Music beats sexual intercourse for inducing joy, especially for Millennials, the report says, arguing that “In an age of AI and algorithms, concerts are the antidote – the most emotionally intense shared experience on earth. 85 per cent of fans leave euphoric, with Millennials rating that intensity highest.”
What’s more, travel is an integral part of music’s appeal, the report notes, pointing out that in 2024, fans travelled over 64 billion kilometres to watch a gig. It finds that more than 70% of respondents were planning to travel for live shows, with 75% of those saying a trip makes the event “more meaningful.”
Women artists are the driving force behind “defining culture’s biggest moments,” Live Nation declares, highlighting that 76% of fans are interested in women headliners. The global phenomenon that became known as Swiftonomics saw huge economic boosts to destinations on Taylor Swift’s tour, an effect Live Nation says is also felt with tour dates for Beyoncé, Lady Gaga, and Olivia Rodrigo.
The report follows a period of criticism for Live Nation, which has faced demands for regulatory changes over its perceived monopoly of ticketed events and price practices. Average ticket prices around the world increased by more than 20% in 2023 to reach around €120.
