As Live Nation Enters Its Busiest Week of the Year, New Global Report Reveals a Return to Real
Live Nation (LYV) reports that this week is expected to be its busiest U.S. fan attendance week of 2026 and releases a new global study, The Return to Real, on shifting consumer preferences toward real-world experiences.
Rhea-AI Summary
Live Nation (LYV) reports that this week is expected to be its busiest U.S. fan attendance week of 2026 and releases a new global study, The Return to Real, on shifting consumer preferences toward real-world experiences.
Drawing on multiple surveys of tens of thousands of fans worldwide, the research finds that 93% of fans crave real experiences over digital ones and 80% would rather spend on experiences than on things, with live music emerging as the favorite form of entertainment. The report also highlights loyalty trends: 66% of fans say they engaged with loyalty programs more than a year ago, yet 64% feel less loyal to brands and 71% say loyalty programs feel the same, while more than 9 in 10 say live music benefits would motivate them to sign up for or switch loyalty programs. Examples from Spotify, Mastercard and Lowe's illustrate how brands are integrating live music into loyalty efforts.
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Key Figures
- Fans preferring real experiences
- 93%
- Global fan research
- Fans preferring experiences over things
- 80%
- Global fan research
- Fans engaging less with loyalty programs
- 66%
- Compared with more than a year ago
- Fans feeling less loyal to brands
- 64%
- Global fan research
- Loyalty programs feeling the same
- 71%
- Global fan research
- Fans favoring live music benefits
- More than 9 in 10
- Would sign up for or switch loyalty programs
Historical Context
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Revenue and attendance increased, while Concerts AOI declined amid timing and pre-opening costs.
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Partnership added live music benefits and experiences to Lowe's loyalty programs.
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
AI-generated analysis. How Rhea-AI works. Not financial advice.
New research spanning tens of thousands of fans worldwide explores why real-world experiences are gaining value as more of life moves online.
In the
The Return to Real, a new global report from Live Nation for Brands, examines what is driving that shift and what it means for culture, commerce and brands. Drawing on multiple surveys of tens of thousands of fans worldwide, the research found that
As technology becomes more deeply woven into everyday life, it is getting harder to tell what was made by a person, what was generated and what actually happened. At a concert, there is no question. The artist is on stage. You are in the room. Thousands of other people are experiencing the same thing alongside you.
"People can do almost everything from their phones now," says Russell Wallach, Global President, Live Nation Media & Sponsorship. "That's exactly why the things worth leaving home for matter more than ever. The brands building lasting loyalty are becoming part of those experiences."
For brands, that opportunity comes at an interesting moment for loyalty. While
Brands across industries are already responding.
Reserved by Spotify is using its digital platform to connect fans with live experiences. "There's just no replacement for the live music experience," says Jon Ostrow, Spotify's Head of Business Development, Live Music. "Obviously, we're a digital platform, and we've got thousands who are thinking deeply daily about how to create a more robust digital environment, but we're starting to see how digital and live can go hand in hand, creating a better experience both offline and online."
Mastercard sees exclusive access becoming a new form of loyalty. "As people place greater value on real-world experiences, access has become one of the most powerful forms of loyalty," says Monica Biagiotti, EVP, Global Consumer Marketing and Sponsorships. "Whether it's traveling to experience a bucket-list concert, discovering a new destination through music, or sharing an unforgettable night with friends and family, these experiences create lasting memories. Through the Priceless Platform and our partnership with Live Nation, we're making those moments more accessible for millions of cardholders around the world."
Lowe's is extending loyalty beyond the store. "Products may bring someone through the door, but experiences are often what make them want to come back," says Amanda Bailey, VP of Customer Marketing and Loyalty. "Music connects people through emotion. Almost everyone has a song, an artist or a concert that means something to them. Live music gives us a chance to surprise and delight our loyalty members with experiences and benefits that make those moments even better."
Across industries, brands are finding new ways to make live experiences part of how they build customer relationships. The Return to Real explores what fans value about experiences they can see, feel and share for themselves, and what that shift means for brands.
Download The Return to Real here.
About Live Nation Entertainment
Live Nation Entertainment (NYSE: LYV) is the world's leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts and Live Nation Media & Sponsorship. For additional information, visit www.livenationentertainment.com.
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SOURCE Live Nation Entertainment
FAQ
AI-generated questions and answers. How Rhea-AI works. Not financial advice.
What does Live Nation’s The Return to Real report examine?
The Return to Real explores why people are placing greater value on real-world experiences as more of life moves online, what fans value about experiences they can see, feel and share for themselves, and what this cultural shift means for culture, commerce and brands.
How are brands like Spotify, Mastercard and Lowe's using live music in their loyalty strategies?
Spotify’s Reserved by Spotify uses its digital platform to connect fans with live experiences. Mastercard focuses on exclusive access through its Priceless Platform and partnership with Live Nation to make concerts and music travel more accessible for cardholders. Lowe's uses live music experiences and benefits to surprise and reward its loyalty members beyond in-store products.
What challenge does the report identify for traditional loyalty programs?
The research notes that while 66% of fans say they engaged with loyalty programs more than a year ago, 64% feel less loyal to brands and 71% say loyalty programs feel the same, indicating that many programs are not differentiating themselves in ways that match evolving fan expectations.