Future of Live Events

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.

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.

A circle graph showing 40% of Americans miss attending live events

Gen Xers (32%) and millennials (29%) miss live events the most, followed closely by baby boomers (27%).

A bar graph comparing how much each generation misses live events.

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%).

49% of Americans are interested in attending music festivals
37% of Americans are interested in attending food festivals
8% of Americans are interested in attending arts festivals
6% of Americans are interested in attending film festivals

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.

A bar graph comparing the types of events each generation is intrested in attending

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.

A circle graph comparing which genres of music people are most excited to see live again

Younger generations overwhelmingly favor hip hop, while older generations prefer country music.

A bar graph comparing what genre of music each generation is most excited to see again

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.

A circle graph comparing what kind of event venues people want to get back to 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.

A bar graph comparing the event venues each generation is most excited to return to

See what other insights we've gathered to date

2020 Holiday Shopping Trends

See Results


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.