A global study of nearly 15,000 people across 12 countries finds that 64% of women identify as live music fans, but the industry’s next growth opportunity lies in converting that fandom into more frequent attendance, higher spending, and deeper social participation.
The report, titled ‘Her Frequency’, was produced by research firm The Collective and talent agency The·Team (formerly Wasserman Group). It combines quantitative, qualitative, social, and industry analysis to map how women fans behave, engage, and spend throughout the live music journey.
Spending Beyond Tickets
Spending data forms a central pillar of the findings. 54% of women spend more than $100 on expenses outside the ticket price, while 29% spend over $200 and 11% report spending more than $500.
Initiators and Coordinators
Women also shape the participation of those around them. 35% describe themselves as initiators of attendance, and 30% act as coordinators who organize groups to attend events.
Five Fan Segments
The study segments women fans into five distinct groups, each with tailored strategies for deepening engagement:
- Power
- High-Intent
- Mainstream
- Social
- Occasional
Designing for Participation
The report states: “To turn fandom into frequency, the industry must design for both sides of participation: the emotional reasons for which women want to show up and the practical realities that determine whether they can.”
“Women do not just consume live music. They organize it, share it, spend on it, travel for it, and give it cultural meaning. The next growth opportunity is not simply reaching women fans. It is designing around how they participate… Design for her fandom, not just her attendance.”
