Concerts beat out sports, movies and sex as top choice of entertainment worldwide, and Torontonians agree 

Concerts, movies, sports or sex – which do Canadians enjoy most? According to a recent global study by Live Nation, one of these forms of entertainment has claimed the number one spot around the world. 

Entertainment company Live Nation has released Living For Live, their largest global report yet, surveying 40,000 people across 15 countries who have all weighed in on their top forms of entertainment. In Canada, taking centre stage as the number one consumer choice is live music, where nearly four in 10 people (37 per cent) said they’d rank concerts above both movies (17 per cent) and sports (14 per cent). 

The company also noted that participants were more than two times more likely to choose attending their favourite artist’s show over sex, where 70 per cent would pick a concert while 30 per cent would pick sex. 

For Canadian fans, the study suggests that live music has become more than just an experience, but a reflection of who they are. In fact, 85 per cent of participants say music is a core part of their identity, and 82 per cent say they feel most like themselves at live shows. More than two-thirds also describe attending concerts together as a family tradition.

HOW DO TORONTONIANS RANK THEIR ENTERTAINMENT?

Toronto residents seem to reflect this global trend. Now Toronto surveyed 10 locals to see what they would choose as their top form of entertainment among concerts, movies, sports, and sex, and 50 per cent leaned toward the live music experience.

“I feel like it’s a fun experience,” Toronto resident Nway H. told Now Toronto, adding that she recently attended a Katy Perry concert and already has Mac DeMarco’s December show on her line-up.

“I think I’m just a big music nerd, and I think those environments are kind of the most fun for it,” another local man told Now Toronto, sharing that he would actually be seeing Danny Brown in the city on Wednesday evening. 

Three out of the 10 Torontonians chose sporting events, some sharing that they’d love the opportunity to catch an NFL or NHL game in person. 

“I love it all. It’s fun. It’s a good time,” Julia M. said, adding that she’s rooting for both the Buffalo Bills and the Ottawa Senators.  

Two locals chose movies, and shouted out a range of flicks from Bugonia to The Conjuring: Last Rites as their favourite drops this year.  

Surprisingly, no one outright chose sex – except for one local who picked live music, but admitted that if she could be intimate with her favourite artist, Justin Bieber, she might reconsider.

HOW DO THESE TRENDS REFLECT IN TORONTO’S LIVE MUSIC SCENE?

The report finds that in 2025, more than 130 million fans have already bought tickets to live shows. It adds that stadium attendance has tripled yearly across the globe, festivals sell out faster than ever, and with more than ten brand new large-scale venues opening worldwide in 2026, it’s clear that the live music movement is only accelerating.

Here in Toronto, especially with the opening of the 50,000-person capacity Rogers Stadium earlier this year, local music commentator Eric Alper says what’s driving the collective move toward live experiences is definitely in people’s hunger for authenticity.

“After years of digital everything, the study shows that fans are chasing what’s real,” Alper explained in an email statement to Now Toronto. 

“The report found 93 per cent crave real-world experiences over screens, and concerts deliver that fix better than anything. They’re emotional, unpredictable, communal, and, let’s face it, more euphoric than watching a video on YouTube. Plus, the women are leading the charge – Beyoncé, Olivia Rodrigo, Karol G – like Lilith Fair did for my generation, by redefining live music as a space of power, style, and belonging.”

Alper also says the growing demand for live shows is reshaping how artists, promoters, and venues operate, and overall, it’s boosting Toronto’s broader economy.

“It’s a gold rush of connection,” Alper said. “Artists are designing shows as full-blown experiences – more lights, bigger visuals, moments fans can film and relive. Promoters are building festivals with dozens of artists for one price, and venues are expanding VIP perks because fans want travel-ready, hassle-free experiences. Toronto’s hospitality, merch, and even food scenes feel the ripple. When – and how – fans move, economies move with them.”

With the report capturing a powerful shift in how people are choosing to spend their time and money, Alper believes this is just the beginning of an even larger movement in the city.

“Absolutely this is just the start,” he said. “Toronto’s opportunity is to keep building spaces where connections can thrive – more all-ages venues, better and longer transit access. Those are challenges we need to figure out now, or we risk losing artists who want to play here. Live Nation has done their part by bringing the world’s biggest acts to Toronto. The fans are doing the rest – the proof is in ticket sales that aren’t stopping anytime soon.”