Live Nation report highlights global shift toward real-world experiences

Live Nation has released a global report titled ‘The Return to Real,’ highlighting a significant shift in consumer behavior toward physical experiences over digital ones. As the company enters its busiest week of the year in the United States, the research indicates that 93% of fans prefer real-world experiences over digital ones, and 80% would rather spend money on experiences than physical goods.

The report suggests that as technology and digital integration increase, the value of authentic, in-person moments—such as live music concerts—is rising. This trend offers new opportunities for brand loyalty. According to the study, over 90% of fans would consider joining or switching loyalty programs if they offered live music benefits.

Major brands are already responding to this shift. Spotify is working to connect its digital platform with live experiences, while Mastercard is leveraging its Priceless Platform through a partnership with Live Nation to provide cardholders with exclusive access to special moments. Lowe's is also noted as expanding its customer loyalty efforts beyond traditional retail settings.