The global report, titled Living for Live, discovered that nearly four in 10 people (37%) in Canada say that live music events have surpassed sports and movies — and it has been years in the making.
When it comes to entertainment, Canadians prefer live music.
In a new report by Live Nation, titled Living for Live, they found that nearly four in 10 people (37%) would choose live music as their preferred form of entertainment, ranking higher than both sports and movies.
Based on a survey of 40,000 people across 15 countries, the report captures a shift in how people spend their time, express their identities and connect with others through live music experiences.
The report noted that fans in Canada build their livelihoods around live music — 83% said a concert is one of their most memorable life moments, while 72% claimed to plan their calendars early to catch a certain artist’s show.
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Live music is a major part of the Canadian music industry. Earlier this year, the Canadian Live Music Association (CLMA) revealed that live music contributes billions to the Canadian economy — $10.92 billion in 2023 — to be exact.
However, it’s not just consumers who are reaping the benefits. Two years ago, live music in Canada produced $3.73 billion in tax dollars and generated more than 101,640 jobs, contributing $5.84 billion in labour income.
Erin Benjamin, CLMA President & CEO, emphasized that these numbers show the importance of supporting music venues.
"More live music activity — an increase in live music activity at every rung of the venue ladder — will mean more folks spending their income in that space, she told Billboard Canada. "Live music is the vehicle that stimulates that kind of economic activity."
Benjamin has consistently emphasized the importance of protecting the Canadian music industry, as homegrown venues and festivals shut down, financial pressures for touring ramp up, and the prominence of slashing music funding. This year, she wrote an open letter to the federal government in anticipation of April’s election. She highlighted that music's impact can't solely be measured monetarily.
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"It’s central to our cultural fabric, shaping how we connect and define ourselves as Canadian. As we face growing uncertainty and instability — we risk losing not just critical economic opportunities but the very essence of our national identity," Benjamin wrote.
"Who are we if our artists can't continue to create and perform due to financial pressures brought on by the cost of touring, access to performance opportunities, and shrinking resources and supports? What happens to our sense of community, our shared experiences, if we lose our cultural infrastructure… the venues, festivals, and spaces that live music provides?"
At the top of the year, Canadian music industry leaders spoke with Billboard Canadaabout the music issues they were prioritizing for 2025.
“We have to continue to engage with audiences to ensure they are connecting with live music at the entry level as well as with superstar shows,” shared NXNE founder Michael Hollett.
This past June, the beloved Toronto music festival teamed up with Billboard Canada to celebrate its 30th anniversary, featuring shows from emerging artists including Ruby Waters and Renforshort alongside bigger stars, like Billboard Canada cover stars Khalid, Daniel Caesar and The Beaches.
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For live music to continue its reign as the leading form of entertainment amongst Canadians, it’s important that it feels like a reflection of who they are. Live Nation’s report found that 85% of surveyors said music is a core part of their identities, while 82% commented that seeing live music is where they feel most themselves. Elevating this experience will be the newly-renamed RBC Amphitheatre in Toronto, which promises to significantly increase its show count, hosting over 1.5 million fans annually by 2030.
Melissa Bubb-Clarke, chief commercial officer at Live Nation Canada, shared that the global championing for live music starts from the fans.
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“They are not just buying tickets. They are shaping culture. They travel, celebrate and build their lives around these shared moments,” the 2025 Billboard Canada Power Player says. “Here in Canada, we see that same passion every day as fans come together around the artists and experiences that mean the most to them.”
