Live Music Transforms How Indians Connect, Discover Artists and Spend: Report

New Delhi: Live music is increasingly becoming a regular part of Indians' lives, influencing how they spend, travel and connect with others, with eight in 10 concert-goers saying attending shows is a regular habit, according to a new BookMyShow Live report.

Titled "OOO: Offline. Outdoors. Out Loud. – Live Season 25/26, Decoded", the report examines the motivations, behaviour and emotional experiences of concert and festival-goers, drawing on an online survey of nearly 1,700 people across 75 cities.

According to the report, 51 per cent of respondents attend concerts because they have followed an artist's journey for years, while only four per cent cited fear of missing out (FOMO) as their motivation.

The report also highlights a shift towards experiences over material possessions, with 39 per cent of respondents saying they consciously prioritise experiences. Concert-goers are planning their calendars around performances, arranging travel and accommodation, and reorganising weekends to attend shows.

The trend extends beyond major metropolitan centres, with audiences travelling across cities and states for concerts.

The report cites the Post Malone concert in Guwahati as an example, estimating its economic impact at around Rs 43 crore.

It said 53 per cent of the audience travelled from more than 200 cities and towns, with spending extending to transport, accommodation, food and local businesses.

Live performances are also emerging as spaces for social connection, the report said.

As many as 56 per cent of respondents reported experiencing a genuine moment of connection with a stranger at a concert, while one in three said they found an impromptu singing partner during a show.

The collective experience of music was another key finding, with 66 per cent of respondents saying hearing an entire crowd sing a chorus together gave them the biggest chills.

The report also explored the emotional impact of concerts, with 44 per cent of respondents saying they attended live shows hoping to feel emotionally healed.

Meanwhile, 46 per cent said they experienced post-concert blues every time, reflecting the emotional connection that can linger after an event ends.

Concerts are also serving as a platform for music discovery, with 72 per cent of respondents saying they discovered a new artist at a BookMyShow Live show during the season.

The report noted that the concert experience often begins well before an artist takes the stage, with fans planning outfits, organising group outings and counting down to performances.

The experience continues after the event through photographs, conversations, replays and searches for setlists, as audiences relive the moments and look forward to future shows.

Naman Pugalia, chief business officer, live events, at BookMyShow, said the findings reflected a growing desire among audiences to experience music collectively.

"In a world where so much of life happens alone and through a screen, a generation is choosing to gather because there are some things technology cannot manufacture - the feeling of belonging to a moment, together," he said.

The survey was conducted online over five weeks beginning June 10, 2026. Respondents aged 18-29 accounted for 57 per cent of the sample, while 32 per cent were between 30 and 45 years old and 11 per cent were aged 46 and above.