What does the concert experience look like across APAC?
From what motivates people to attend and what they buy, to where they travel and how concerts shape their view of destinations, this report explores how consumers across five APAC markets experience live music. The markets included in this study are Australia, Hong Kong, Indonesia, Singapore and Thailand.
Live music is about more than the show
Concerts have become a mainstream experience across APAC, with more than 60% of consumers in every market surveyed having attended a live concert or music festival. But while the audience is broad, most concertgoers attend only once or twice a year.
And for some, following their favourite artists means going further, across borders, into new destinations and beyond the concert itself.
The APAC concert goers report 2026 explores the behaviours, motivations and expectations shaping the APAC concert-going experience today.
What the data reveals
Concert-going is mainstream, but frequency remains low. More than 6 in 10 have attended a concert in every market surveyed, but most go just 1–2 times a year.
Cost is the biggest barrier. Ticket prices and the overall cost of attending are the leading constraints for consumers who don't attend concerts more often, particularly in Australia and Singapore.
59% have travelled for live music. Almost 6 in 10 APAC concertgoers have travelled to watch their favourite artist.
The concert trip can be a trip in itself. Most concert travellers who extend their trip add a few days to explore the destination. Sightseeing, restaurants and shopping are among the most popular activities.
Concerts can create destination demand. More than half of concertgoers say attending a concert makes them more interested in the city hosting it, with the figure reaching 71% in Thailand.
Want to dig deeper? Here's what's inside the report.
- Concert attendance: How often people attend, what types of events they choose and what motivates them.
- Concert travel: Where people travel for live music, how far they're willing to go and whether they extend their trips.
- The concert experience: What people do beyond the show, including sightseeing, dining and shopping.
- Merchandise: How often concertgoers buy merchandise and which products are most popular.
- Destination impact: How concerts influence interest in host cities and future travel.
- Future outlook: What concert attendance could look like over the next two years.