Fluent has joined forces with festivalPass, the world’s first live events subscription marketplace, to capture consumer sentiment around the return of live events. Engaging over 900,000 consumers daily across our owned and operated media properties, we asked Americans how much they’ve missed live events since the start of the pandemic, and which types of festivals they’re most excited to attend once they resume next year. While live events have taken a brief hiatus due to the COVID-19 pandemic, Ed Vincent, Founder and CEO of festivalPass, is confident, “The live entertainment and festival industry will rebound quickly with proper protocols in place to keep attendees safe in 2021.
Future of Live Events
Survey conducted in partnership with festivalPass
October 18, 2020
How much do you miss live events on a scale of 1-5? (1 = not at all, 5 = very much)
40% of Americans miss attending live events.
Gen Xers (32%) and millennials (29%) miss live events the most, followed closely by baby boomers (27%).
What types of festivals are you most interested in attending first?
Most Americans are eager to get back to music festivals first (49%), followed by food festivals (37%).
Compared to other generations, Gen Xers and baby boomers are most eager to return to music festivals. The youngest and oldest Americans are most interested in attending food festivals.
What genre of music are you most interested in seeing?
Hip hop (40%), country (30%), and rock (15%) top the list of genres Americans are most excited to see when festivals and concerts resume.
Younger generations overwhelmingly favor hip hop, while older generations prefer country music.
What kind of event venue do you want to return to first?
43% of Americans are willing to return to any type of live event venue available. However, compared to other options, most Americans would likely return to outdoor venues first.
Gen Xers are more likely to return to any live event venue, while Gen Zers and older generations are more likely to return to outdoor venues first.
FAQs
How is this data collected?
‘Fluent Pulse’ reflects a daily online survey collected across Fluent’s portfolio of owned & operated websites.
Who is the audience?
Fluent attracts a massive audience across its network of owned media properties. While all segments of the US population are represented, the below are our most prevalent demographic skews:
| Demographic Attribute | Over Penetrated Among |
| Age | Median: 38
61% between the age of 18 & 44 |
| Gender | 50/50 Male/Female |
| Education | High School Degree or Some College |
| Homeownership | 61% Renters |
| Households with Children | 42% of Audience |
How many people were surveyed?
On average, 150,000 – 175,000 consumers respond daily.
Is the data weighted?
No, but representative of the overall Fluent Audience.
How do you protect consumers data privacy?
All responses related to this survey are anonymized; only survey responses will be disclosed. At no point will consumer’s personal information will ever be disclosed.
What was your methodology?
Data has been collected from U.S. adults on a daily or weekly basis, dependent upon topic, since March 10, 2020. All data is sourced from Fluent’s portfolio of owned and operated media properties. Results are specific to the Fluent audience and not reflective of the general U.S. population.
The data presented on this site does not reflect the official opinion, policy or position of Fluent, Inc. This research is only meant to inform and illustrate, as an example, the rich data assets Fluent can derive insights from to drive in-market strategies.