May 16th, 2024, Lesley Simeon
There’s something about concerts - the thrill of seeing your favorite artist live, the camaraderie of signing along to familiar melodies with strangers and deep down in your heart, the joy of knowing, that you might just have contributed to boosting the economy of an entire nation.
We explore data from YouGov Global Profiles - which covers demographic, psychographic, attitudinal and behavioural consumer metrics with 1,000+ questions in 47 major markets - to see in which countries concerts and live music are the most popular.
Finland tops the list - a little over half (51%) of all respondents here say they head to concerts and live music events in their free time. Equal proportions of respondents in Portugal and Argentina (44% each) go to concerts and live music events as well.
As for countries where live music is the least popular, Morocco is right at the bottom of our list with less than one in five (17%) respondents saying they head to live music events in their free time. Fewer than one in five respondents in Vietnam (18%) and Egypt (19%) do the same.
We now explore agreement levels among respondents with attitudinal statements around music videos, supporting artists and artists’ social media updates.
More than half of all respondents across markets (54%) agree that they “enjoy seeing (their) favorite music artists live.”
Nearly half (48%) of all Americans agree that with the statement they are “happy to spend money to support my favourite artists”, followed by Indians (46%) and Taiwanese (45%). Notably, more than half (53%) of all Indians agree that there is “nothing wrong with downloading music without paying”, a statement the Lebanese (59%) lead in agreeing with.
Indians lead among those who agree that they are “eager to see artists’ video updates on social media”. A similar proportion (52%) of Indonesians agree as well (62% of whom also agree that they primarily listen to music through streaming services), followed by respondents in the Philippines (49%) and UAE (49%).
Finally, what do people feel about music videos? “Music videos are important way to experience artists” - finds the most takers in Indonesia (67%), followed by Spain (62%) and Mexico (61%).
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Methodology: YouGov Global Profiles is a globally consistent audience dataset with 1000+ questions across 48 markets. The data is based on continuously collected data from adults aged 16+ years in China and 18+ years in other markets. The sample sizes for YouGov Global Profiles will fluctuate over time, however the minimum sample size is always c.1000. Data from each market uses a nationally representative sample apart from India and UAE, which use urban representative samples, and China, Egypt, Hong Kong, Indonesia, Malaysia, Morocco, Philippines, South Africa, Taiwan, Thailand and Vietnam, which use online representative samples. Learn more about Global Profiles.
Photo by anna-m. w. on Pexels