Gigs or Sex? Global Study Reveals Majority's Preference
The Rise of Live Music as the Ultimate Form of Entertainment
Imagine this: your evening is free, and you have two choices—attend a concert or engage in a romantic encounter. Which one would you choose? According to a recent global survey conducted by Live Nation, the answer seems clear. Out of 40,000 individuals aged 18 to 54 across 15 countries, 70% opted for a live music performance over sexual activity. This preference has led to a significant shift in how people perceive entertainment, with live concerts now ranking as the top form of entertainment worldwide.
The findings from Live Nation’s Living for Life report reveal that if given a choice between one type of entertainment for the rest of their lives, 39% of respondents selected live music, surpassing sports events (14%), cinema (17%), and even sex (30%). This data highlights a growing cultural trend where real-life experiences are becoming more valuable than digital alternatives.
A Shift in Priorities: From Sex to Live Music
This preference for live music isn’t entirely surprising, especially when considering the current state of relationships and sexual activity among younger generations. Reports indicate that fewer young people are engaging in sexual activity, which could explain the shift in priorities. For example, a 2020 YouGov survey found that nearly a third of Brits were sexually inactive. In the United States, the National Survey of Family Growth (NSFG) showed an increase in sexlessness among young adults, with rates rising from 9% for males aged 22–34 in 2013–15 to 24% in 2022–23, and similarly for females in the same age group.
However, it's important to note that Live Nation, the organization behind the report, has a vested interest in promoting live events. Despite this, the data still reflects a broader cultural movement toward real-world experiences.
The Growing Popularity of Live Music
Live music is not just a passing trend—it's a cultural shift. In 2025 alone, over 130 million fans have already purchased tickets to concerts. Stadium attendance has tripled year-over-year, and music festivals are selling out faster than ever. With more than 10 new large-scale venues set to open globally in 2026, the momentum shows no signs of slowing down.
In 2024, fans traveled over 40 billion miles to see their favorite artists perform live. The report emphasizes that music is not just a form of entertainment but a transformative experience. It states that “music is the top form of entertainment globally—not a passing trend, but a cultural reset shifting how people spend their time, shape their identities, connect, and share their stories.”
The Value of Real Experiences
Another key finding from the report is that 93% of people crave real experiences over digital ones, and 80% prefer spending money on experiences rather than material goods. In an era dominated by AI and algorithms, live concerts offer something unique—a shared, emotionally intense experience. The survey reveals that 85% of fans leave concerts feeling euphoric, with Millennials rating the emotional intensity the highest.
Additionally, the report highlights the influence of female artists in shaping cultural moments. It notes that 76% of fans are interested in live events headlined by women. This is evident in the massive tours by artists like Taylor Swift, Beyoncé, Olivia Rodrigo, and Lady Gaga, who continue to dominate the live music scene.
Final Thoughts: Gig or Intimacy?
So, where do you stand? Would you choose a night of live music or a romantic encounter? A brief survey conducted at the Euronews office suggests that most respondents believe a concert will last longer. While the choice may be personal, the data clearly indicates that live music is taking center stage in the modern entertainment landscape.
