The concert promoter and owner of a significant portion of the live entertainment industry, Live Nation, has made a bold statement regarding preferences between sex and concerts.

People reportedly prefer live music over sexual satisfaction.

Before delving into the details of Live Nation’s survey, it’s important to recognize that these findings are being released during a contentious period in the live music industry. Music fans have experienced sharp increases in ticket prices in recent years.

READ MORE: FTC Takes on Ticketmaster Over Ticket Sales Practices and High Resale Prices

Business Insider stated in June that “expensive concert tickets are the new normal.” The outlet referenced Pollstar figures indicating that the average ticket price for the top 100 tours of 2024 was approximately $135. Five years earlier, that figure was closer to $96.

Live Nation’s recent Living for Live Global Study aims to demonstrate that music fans remain highly interested in live shows despite soaring ticket costs.

How Many People Prefer Concerts Over Sex?

The results of the survey are somewhat surprising.

According to a website created by Live Nation, individuals are twice as likely to choose attending a concert by their favorite artist over sex. The results indicate that 70 percent of respondents would opt for concerts compared to 30 percent who would choose sex.

Further exploration of the site reveals an intriguing reason for the disparity between these two preferences.

How Live Nation Determined People Prefer Concerts More Than Sex

Live Nation claims its findings are based on a sample of 40,000 individuals across 15 countries who participated in its survey. Respondents ranged in age from 18 to 54.

However, there is more than one study involved that may have contributed to the 70 percent of people stating they would rather attend a concert than engage in sexual activity.

The live event giant also conducted what it describes as a “custom global study” based on over 1,000 “heavy social media users” across eight countries.

It remains unclear whether the frequency with which individuals posted on social media about “concerts” or “sex” influenced the overall reported findings. One of those topics is more commonly found on public social media accounts.

What If People Could Only Choose One Type of Entertainment?

Apart from their preferences for concerts versus sex, Live Nation also inquired about what type of entertainment respondents would prefer if they could only choose one for the rest of their lives.

Unsurprisingly, “live music” emerged as the top choice, with 39 percent of respondents selecting that option. The second choice was “movies in theatres” at 17 percent, followed by “professional sports events” at 14 percent.