ArtistDirect News
Women Drive Live Music Spending, New Study Shows
Women now dominate the live‑music scene, a fact that a fresh global study has made clear. The Collective, in partnership with THE·TEAM’s music group, released the Her Frequency report this week, drawing on data from nearly 15,000 fans across 12 markets and 18 genres. The analysis shows that women make up 64 % of the worldwide live‑music audience and shoulder 2.5 times more unpaid care and domestic work than men.
A striking revelation is that 83 % of women who attend concerts act as the “experience architects” for their group. They decide whether a show is worth the trip and manage logistics—transport, childcare, scheduling—making them the driving force behind many concert outings. Women also spend more on‑site: 54 % spend $100 or more beyond the ticket, and 11 % spend over $500. The report singles out the top 15 % of fans, dubbed Power Fans, who spend an average of $121 more per event than their Mainstream counterparts.
Thayer Lavielle, Managing Director of The Collective, summed up the sentiment: “Eighty‑six per cent of us said we would spend more money if we felt like this were more immersive, easier logistically, and more rewarding.” Lavielle added that the industry has been “quietly taking them for granted.”
The research identifies five distinct female‑fan segments: Power Fans, High‑Intent Fans, Mainstream Fans, Social Fans, and Occasional Fans. High‑Intent and Mainstream Fans together represent 50 % of women and are described as the clearest commercial opportunity.
Brand engagement emerged as a decisive factor. Ninety‑four per cent of women surveyed said they welcome brand presence at live events, provided it adds convenience, fun, or wellness. Women cited convenience, fun, and memorable moments (46 %), comfort, hydration, rest, and wellness (43 %), and shared experiences (42 %) as top priorities for brand involvement.
Two brand initiatives exemplify how to meet those priorities. Beyoncé’s partnership with Washington, D.C.’s Metro system funded extended rail services after a weather‑related delay, easing travel for fans. At Coachella, Always and Secret launched a “Refresh Room” that offered period care, hydration, and recovery essentials.
Nick Hudson, Vice President of Australia for THE·TEAM, noted that the Australian market shows a strong preference for venue‑based shows, with 68 % of women attending large‑venue concerts. He emphasized that the data “makes the global findings feel even more urgent” and that “if you’re not addressing that group in a really strategic and thoughtful way, then you’re probably leaving something on the table.”
The Collective’s research team, which has previously helped unlock more than AU$750 million in incremental investment for women in sport, now urges the live‑music industry to “design for her fandom, not just her attendance.” The report concludes that the next growth opportunity lies in reducing the mental load women face when planning a concert trip.
Industry stakeholders have responded with cautious optimism. While the study does not prescribe specific actions, it offers a framework for venues, promoters, artists, and brands to tailor experiences that address women’s logistical and emotional needs. The data also highlights a significant untapped spending potential: 8 % of High‑Intent Fans and 13 % of Mainstream Fans currently spend less than they would like.
The Her Frequency report is the first of its kind to quantify the economic impact of women on live‑music consumption. Its findings suggest that addressing the mental and logistical barriers women face could unlock substantial new revenue for the industry. The next steps will involve translating these insights into concrete programming, marketing, and partnership strategies that align with women’s preferences for convenience, wellness, and shared experiences.
A striking revelation is that 83 % of women who attend concerts act as the “experience architects” for their group. They decide whether a show is worth the trip and manage logistics—transport, childcare, scheduling—making them the driving force behind many concert outings. Women also spend more on‑site: 54 % spend $100 or more beyond the ticket, and 11 % spend over $500. The report singles out the top 15 % of fans, dubbed Power Fans, who spend an average of $121 more per event than their Mainstream counterparts.
Thayer Lavielle, Managing Director of The Collective, summed up the sentiment: “Eighty‑six per cent of us said we would spend more money if we felt like this were more immersive, easier logistically, and more rewarding.” Lavielle added that the industry has been “quietly taking them for granted.”
The research identifies five distinct female‑fan segments: Power Fans, High‑Intent Fans, Mainstream Fans, Social Fans, and Occasional Fans. High‑Intent and Mainstream Fans together represent 50 % of women and are described as the clearest commercial opportunity.
Brand engagement emerged as a decisive factor. Ninety‑four per cent of women surveyed said they welcome brand presence at live events, provided it adds convenience, fun, or wellness. Women cited convenience, fun, and memorable moments (46 %), comfort, hydration, rest, and wellness (43 %), and shared experiences (42 %) as top priorities for brand involvement.
Two brand initiatives exemplify how to meet those priorities. Beyoncé’s partnership with Washington, D.C.’s Metro system funded extended rail services after a weather‑related delay, easing travel for fans. At Coachella, Always and Secret launched a “Refresh Room” that offered period care, hydration, and recovery essentials.
Nick Hudson, Vice President of Australia for THE·TEAM, noted that the Australian market shows a strong preference for venue‑based shows, with 68 % of women attending large‑venue concerts. He emphasized that the data “makes the global findings feel even more urgent” and that “if you’re not addressing that group in a really strategic and thoughtful way, then you’re probably leaving something on the table.”
The Collective’s research team, which has previously helped unlock more than AU$750 million in incremental investment for women in sport, now urges the live‑music industry to “design for her fandom, not just her attendance.” The report concludes that the next growth opportunity lies in reducing the mental load women face when planning a concert trip.
Industry stakeholders have responded with cautious optimism. While the study does not prescribe specific actions, it offers a framework for venues, promoters, artists, and brands to tailor experiences that address women’s logistical and emotional needs. The data also highlights a significant untapped spending potential: 8 % of High‑Intent Fans and 13 % of Mainstream Fans currently spend less than they would like.
The Her Frequency report is the first of its kind to quantify the economic impact of women on live‑music consumption. Its findings suggest that addressing the mental and logistical barriers women face could unlock substantial new revenue for the industry. The next steps will involve translating these insights into concrete programming, marketing, and partnership strategies that align with women’s preferences for convenience, wellness, and shared experiences.