New Study Reveals Women Are Driving Growth in Live Music Industry

The Collective, THE·TEAM’s women-focused, global impact and advisory business focused on accelerating investment in women across sports, music and entertainment, released a global study examining women’s participation in the live music ecosystem, and the study identifies growth opportunities for all facets of the industry behind the influence of female fans.

The report, titled Her Frequency: How Women Amplify Value Across the Live Music Experience, surveyed 15,000 women across the U.S., U.K., Australia, Canada, China, France, Germany, Hong Kong, Japan, Mexico, Singapore and Thailand, and it demonstrates the complexity of women audiences beyond being attendees.

Her Frequence shows that 64% of women worldwide are fans of live music, and their influence as fans, organizers, decision-makers and community-builders shapes the live industry’s growth as well as the organization and experience across the global ecosystem. Eighty-three percent of women who attend live music events play a significant role in planning around the event, underscoring the emotional significance of a concert. Nearly two-thirds (65%) attending events share the experience with others, and more than half (54%) spend more than $100 beyond the cost of admission. Twenty-nine percent said they spent more than $200, and 11% admitted spending exceeded $500.

“The live music industry has always understood the immense power of fandom, but this research gives us a more nuanced view of how women create value across the entire experience,” Thayer Lavielle, managing director of The Collective at THE·TEAM, said in a statement. “Women are not just showing up as individual attendees. They are very often the planners, connectors and decision-makers who turn live music into a shared experience. When the industry supports both the emotional pull of fandom and the practical realities that make participation possible, the impact extends well beyond one ticket.”

Women are also highly open to brand presence in their live music experience, with 94% expressing openness to brands at concerts and festivals, but the brand’s relevance determines its impact. Forty-six percent want brands to add convenience, surprises and memorable moments to the live experience, and 42% want brands to create shared experiences that bring people together.

With that data, brands can make the live music experience more of a “must-go” event by creating logistical ease around planning, comfort, coordination and care. Some examples of making that experience include better planning tools like set time alerts and venue maps, comfortable on-site experiences through rest zones, hydration stations, upgraded restrooms and family-friendly accommodations, and stronger group support through split-pay ticketing, coordinated seating and travel bundles.

Brands and activations can also strengthen the emotional connection by helping women express identity and share that with others, extending the value of the experience beyond the event itself.

“This study reinforces something we see every day: Women are a driving force in live entertainment, influencing every part of the fan journey,” said Lee Anderson, co-president of THE·TEAM’s music group. “There is an opportunity here to go beyond reach or awareness and invest in experiences that meaningfully support how women engage with live music – both practically and emotionally.”

Read more findings from the study and proposed solutions to deepen women’s participation across live music at HerFrequencyMusic.com .

_Originally reported by [Pollstar](https://news.pollstar.com/2026/06/17/a-global-study-from-the-collective-and-the%c2%b7team-shows-women-leading-the-charge-in-live/)._