The More Digital Our Lives, the More We Value Live (Guest Column)

WME global music head Kirk Sommer argues that the growth of digital entertainment is increasing the appeal of shared, in-person experiences. He says rising attendance, spending and investment point to expanding opportunities for live music and other events, as audiences seek human connection that streaming cannot provide.

Live Nation welcomed 159 million fans in 2025, with international attendance exceeding the US for the first time. Goldman Sachs projects the global music industry will approach $200 billion by 2035, while PwC says non-digital experiences made up 61% of global entertainment and media spending in 2024. Sommer also points to live music’s average 7.3% growth during recession years since 1990 and to artists finding audiences across borders, though infrastructure in some fast-growing markets has yet to catch up.