New research spanning tens of thousands of fans worldwide explores why real-world experiences are gaining value as more of life moves online.

NEW YORK, Sept. 14, 2026 /PRNewswire/ -- This week, millions of fans will compare set-list predictions as merch lines wrap around venues and restaurants and bars fill before the show. Once the lights go down, they will share an experience that can only happen live.

In the U.S., it is expected to be the busiest week for Live Nation's fan attendance this year. The milestone reflects a much larger cultural shift playing out around the world. As more of life moves online, people are placing greater value on experiences that feel unmistakably real.

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 93% of fans crave real experiences over digital ones, while 80% would rather spend on experiences than on things. Live music emerged as the world's favorite form of entertainment.

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 66% of fans say they engaged with loyalty programs more than a year ago, 64% say they feel less loyal to brands, and 71% say loyalty programs feel the same. More than 9 in 10 say live music benefits would make them sign up for or switch loyalty programs.

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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