Live Nation study: 91% of music fans want live music in loyalty rewards
Live Nation found 91 per cent of Australian live music fans would join a loyalty program for music perks.
Live Nation released its Global Loyalty Study 2026. The study shows Australian music fans value live music in loyalty programs.
The research surveyed tens of thousands of fans worldwide. 91 per cent of local live music fans would join or switch brands for loyalty programs with music perks.
Eighty-two per cent prefer exclusive experiences over discounts. 66 per cent would rather use loyalty rewards on live music than on a brand's own products.
Live music ranks as Australia's most appealing entertainment reward at 81 per cent interest. Cinema came in at 78 per cent.
Theme parks were at 64 per cent. The findings suggest brands have a major opportunity heading into the summer festival and concert season.
- 91 per cent
- Live music loyalty interest
- 82 per cent
- Prefer experiences over discounts
- 81 per cent
- Live music as reward preference
- 70 per cent
- Believe programs feel the same
Why it mattersLoyalty programs have struggled to stand out. 70 per cent of Australians believe most programs feel the same. Live music perks could give brands a genuine competitive edge.
AustraliaAustralian retailers, food delivery services, and travel companies are now seeing that live music rewards could be their strongest draw to win customer loyalty as summer festivals approach.
✓ Claims checked against the source and corrected before publish. checked 8 d ago
