{"id":20188,"date":"2026-09-15T17:31:33","date_gmt":"2026-09-15T17:31:33","guid":{"rendered":"https:\/\/interspacemusic.com\/blog\/rapport-live-nation-les-places-de-concert-sont-les-nouveaux-miles-aeriens\/"},"modified":"2026-09-15T17:31:33","modified_gmt":"2026-09-15T17:31:33","slug":"rapport-live-nation-les-places-de-concert-sont-les-nouveaux-miles-aeriens","status":"publish","type":"post","link":"https:\/\/interspacemusic.com\/blog\/fr\/rapport-live-nation-les-places-de-concert-sont-les-nouveaux-miles-aeriens\/","title":{"rendered":"Rapport Live Nation : les places de concert sont les nouveaux miles a\u00e9riens"},"content":{"rendered":"<p>Le nouveau rapport <strong>Return to Real<\/strong> de <strong><a href=\"https:\/\/www.livenationentertainment.com\">Live Nation<\/a><\/strong> soutient que l&#8217;acc\u00e8s \u00e0 la musique live devient une monnaie de fid\u00e9lit\u00e9, les marques utilisant les stocks de billets et les avantages li\u00e9s aux salles pour attirer et fid\u00e9liser les clients.<\/p>\n<h2>R\u00e9sultats de l&#8217;\u00e9tude<\/h2>\n<p>Le rapport s&#8217;appuie sur une enqu\u00eate mondiale men\u00e9e aupr\u00e8s de 40 000 personnes \u00e2g\u00e9es de 18 \u00e0 54 ans dans 15 pays. Il r\u00e9v\u00e8le que la musique live se classe comme la forme de divertissement pr\u00e9f\u00e9r\u00e9e au monde, devant le sport et le sexe.<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\"><\/div>\n<\/figure>\n<p>Parmi les fans de musique, 93 % d\u00e9clarent rechercher des exp\u00e9riences r\u00e9elles plut\u00f4t que l&#8217;\u00e9coute num\u00e9rique, et 80 % disent pr\u00e9f\u00e9rer d\u00e9penser leur argent dans des exp\u00e9riences plut\u00f4t que dans des objets.<\/p>\n<h2>Les programmes de fid\u00e9lit\u00e9 se tournent vers l&#8217;acc\u00e8s<\/h2>\n<p>Les programmes de fid\u00e9lit\u00e9 traditionnels ont \u00e9t\u00e9 construits autour de transactions, comme l&#8217;accumulation de points lors d&#8217;achats, qui peuvent \u00eatre \u00e9chang\u00e9s contre des articles ayant une valeur mon\u00e9taire. Les recherches de Live Nation ont r\u00e9v\u00e9l\u00e9 que 66 % des r\u00e9pondants s&#8217;engagent davantage dans les programmes de fid\u00e9lit\u00e9 qu&#8217;il y a un an, tandis que 64 % se sentent moins fid\u00e8les \u00e0 des marques individuelles et 71 % estiment que la plupart des programmes se ressemblent.<\/p>\n<p>Les marques ont d\u00e9couvert qu&#8217;aider leurs clients \u00e0 se rapprocher d&#8217;un artiste peut \u00eatre plus efficace qu&#8217;une incitation suppl\u00e9mentaire \u00e0 l&#8217;achat. Les partenariats actuels incluent :<\/p>\n<ul>\n<li><strong>Mastercard<\/strong> propose \u00e0 ses porteurs de carte des pr\u00e9ventes de concerts, des billets premium et des exp\u00e9riences VIP via son partenariat Priceless avec Live Nation.<\/li>\n<li><strong>Lowe&#8217;s<\/strong> offre aux membres de son programme de r\u00e9compenses des avantages dans 20 <a href=\"https:\/\/interspacemusic.com\/blog\/live-nation-names-3000-capacity-singapore-venue-grange-house\/\">amphith\u00e9\u00e2tres Live Nation<\/a>, notamment des billets \u00e0 tarif r\u00e9duit pour les enfants, des chaises de pelouse gratuites et des concours.<\/li>\n<li><strong>DoorDash<\/strong> a un partenariat de trois ans en Australie et en Nouvelle-Z\u00e9lande couvrant les concerts, festivals et salles de Live Nation.<\/li>\n<\/ul>\n<p>Aucune de ces entreprises ne vend principalement de la musique. La valeur qu&#8217;elles offrent est l&#8217;acc\u00e8s aux artistes.<\/p>\n<h2>Les fans se d\u00e9placent et changent de programme pour l&#8217;acc\u00e8s<\/h2>\n<p>Il fut un temps o\u00f9 voir son artiste pr\u00e9f\u00e9r\u00e9 d\u00e9pendait du passage d&#8217;une tourn\u00e9e dans sa ville. Live Nation indique que les fans ont collectivement parcouru plus de 40 milliards de miles pour des concerts en une ann\u00e9e. Les fans se d\u00e9placent d\u00e9sormais vers des <a href=\"https:\/\/interspacemusic.com\/blog\/spotify-and-live-nation-plan-first-standalone-rb-festival-in-dallas\/\">festivals de destination<\/a>, des r\u00e9sidences sur plusieurs soirs, des concerts de retrouvailles et des \u00e9tapes majeures de tourn\u00e9es. Ils comparent la disponibilit\u00e9 des billets entre les villes et constatent parfois qu&#8217;il est plus facile ou moins cher de prendre l&#8217;avion ailleurs que d&#8217;acheter des billets de revente chez soi. Le voyage autour d&#8217;un concert transforme la repr\u00e9sentation en principe organisateur de vacances.<\/p>\n<p>L&#8217;\u00e9tude a \u00e9galement r\u00e9v\u00e9l\u00e9 que 85 % assistent \u00e0 de la musique live pour se sentir partie prenante de quelque chose de plus grand, et que plus de neuf r\u00e9pondants sur dix envisageraient de rejoindre ou de changer de programme de fid\u00e9lit\u00e9 pour des avantages li\u00e9s \u00e0 la musique live.<\/p>\n<h2>Spotify Reserved et les donn\u00e9es de fandom<\/h2>\n<p>Le programme Reserved de <strong><a href=\"https:\/\/www.spotify.com\">Spotify<\/a><\/strong> utilise les \u00e9coutes, les sauvegardes, les partages, la localisation et d&#8217;autres activit\u00e9s pour identifier les auditeurs les plus engag\u00e9s d&#8217;un artiste, puis r\u00e9serve deux billets que les abonn\u00e9s Premium \u00e9ligibles peuvent acheter avant la vente g\u00e9n\u00e9rale. Spotify a indiqu\u00e9 que pr\u00e8s de 100 000 billets avaient \u00e9t\u00e9 r\u00e9serv\u00e9s via le programme au mois d&#8217;ao\u00fbt.<\/p>\n<p>Cela d\u00e9place l&#8217;acc\u00e8s aux billets de l&#8217;historique d&#8217;achat vers le fandom comportemental. Cela peut r\u00e9compenser les auditeurs engag\u00e9s plut\u00f4t que les revendeurs professionnels, mais cela signifie aussi que le <a href=\"https:\/\/interspacemusic.com\/blog\/live-music-updates-ticketmaster-app-ticketing-bills-venue-bans\/\">stock de billets<\/a> peut \u00eatre r\u00e9parti entre adh\u00e9sions, cartes, abonnements et signaux de donn\u00e9es avant une vente g\u00e9n\u00e9rale. L&#8217;ancien obstacle \u00e9tait un concert complet. Le nouvel obstacle pourrait \u00eatre que trop de parts de la salle soient d&#8217;abord mises \u00e0 la disposition de diff\u00e9rentes cat\u00e9gories d&#8217;initi\u00e9s.<\/p>\n<h2>Ce que les artistes devraient surveiller<\/h2>\n<p>Les partenariats de marque peuvent aider \u00e0 financer des tourn\u00e9es, subventionner des services et cr\u00e9er des exp\u00e9riences pour les fans. Les artistes cr\u00e9ent la musique, la communaut\u00e9, la raret\u00e9 et le lien \u00e9motionnel qui donnent de la valeur \u00e0 ces r\u00e9compenses, tandis que les marques partenaires peuvent obtenir de nouveaux membres, des donn\u00e9es clients, une augmentation des d\u00e9penses et une fid\u00e9lisation.<\/p>\n<p>Si l&#8217;acc\u00e8s aux concerts devient un outil d&#8217;acquisition de clients, les artistes devraient se demander quelle part du stock de billets est concern\u00e9e, qui contr\u00f4le les donn\u00e9es qui en r\u00e9sultent et comment la valeur cr\u00e9\u00e9e par leurs relations avec leurs fans est partag\u00e9e.<\/p>\n<p>Le rapport de Live Nation s&#8217;appuie sur une enqu\u00eate de 2025 men\u00e9e aupr\u00e8s de 42 000 r\u00e9pondants dans 15 pays et une \u00e9tude sur la fid\u00e9lit\u00e9 de 2026 portant sur 3 450 r\u00e9pondants dans 12 pays. Le rapport fournit des informations limit\u00e9es sur le recrutement, la pond\u00e9ration et les tailles d&#8217;\u00e9chantillon par pays, et ses conclusions doivent \u00eatre comprises comme une recherche de marque command\u00e9e par Live Nation.<\/p>\n","protected":false},"excerpt":{"rendered":"Le rapport &#8220;Return to Real&#8221; de Live Nation r\u00e9v\u00e8le que l&#8217;acc\u00e8s \u00e0 la musique live devient une monnaie de fid\u00e9lit\u00e9 pour les marques, les fans \u00e9tant pr\u00eats \u00e0 changer de programme pour des avantages sur les billets.","protected":false},"author":6,"featured_media":20186,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"csco_display_header_overlay":false,"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_location_hash":"","csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[6982],"tags":[20296,8324,12862,46412,6672],"class_list":["post-20188","post","type-post","status-publish","format-standard","has-post-thumbnail","category-tech-innovation-fr","tag-concert-tickets-fr","tag-live-nation-fr","tag-brand-partnerships-fr","tag-loyalty-programs-fr","tag-spotify-en-fr","cs-entry","cs-video-wrap"],"yoast_head":"<!-- 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