FANS DON'T JUST GO TO LIVE EVENTS, THEY CRAVE THEM, FEEL THEM, AND GIVE THEM THEIR FULL ATTENTION.
FANS NOTICE THE BRANDS THAT SHARE THOSE MOMENTS, THINK MORE OF THEM, AND SAY THEY BUY FROM THEM.
The Live Effect 2026 is AEG's study of 12,098 live-event fans across the US, UK, France and Germany: what live does for them, and for the brands that are part of it.
Explore our research
Live experiences do more than entertain. They create powerful emotions, capture attention and build lasting connections between fans and brands.
Explore five chapters of our research — Crave, Feel, Focus, Act and Encore — to discover what makes live experiences so powerful, how they shape behavior and why each matters for brands.
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Get the full report
Five chapters on what live does for fans and for brands,
the science behind it, and how brands can get it right.