Max SteventonNew global research by THE·TEAM’s (formerly Wasserman) advisory and advocacy business The Collective outlines how women are shaping value creation across the live music industry.
Titled Her Frequency: How Women Amplify Value Across the Live Music Experience, the research examines how women engage with live music and the extent of their influence beyond attendance, including planning, spending and shared decision-making.
The study finds that 64% of women globally identify as live music fans, with their impact extending across a $200 billion industry. Survey data suggests women frequently act as organisers and decision-makers, with 83% of attendees playing a significant role in planning events.
The research, based on responses from nearly 15,000 women across 12 markets including the U.S., U.K., Australia, Canada, China, France, Germany, Japan and Mexico, also shows that live music is often a socially driven experience. Around 65% of respondents said they attend events to share experiences with others.
Spending patterns indicate broader economic impact beyond ticket sales. More than half of respondents (54%) reported spending over $100 (£74.50) per event in addition to admission costs, while 29% spent more than $200 and 11% spent more than $500 (£373). This includes transport, hospitality, merchandise, food and beverage, and premium experiences.
The report notes that attendance decisions are rarely spontaneous, with factors such as scheduling, group coordination, caregiving responsibilities and comfort influencing participation. It suggests the industry’s opportunity lies in reducing logistical barriers rather than increasing emotional engagement.
Brand involvement is also a key theme. While 94% of women expressed openness to brand presence at live events, respondents indicated that relevance is critical, with many valuing convenience, entertainment and shared experiences over passive advertising.
The study identifies five audience segments: Power Fans, High-Intent Fans, Mainstream Fans, Social Fans and Occasional Fans, highlighting that nearly half of women fans fall into High-Intent or Mainstream categories. These groups are identified as having significant potential for increased engagement if barriers to participation are reduced.
Recommended improvements include enhanced planning tools, improved venue comfort such as rest areas and upgraded facilities, and better group coordination options including split-pay ticketing, seating alignment and travel bundles.
“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,” said The Collective MD Thayer Lavielle. “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.”
Lee Anderson, Co-President of THE·TEAM’s music group Lee Anderson said, “This study reinforces something we see every day: Women are a driving force in live entertainment, influencing every part of the fan journey. 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.”