The company operates a network of more than 450 venues globally, hosting around 20,000 events annually.
The report, published on May 7, is based on research initially conducted in Sweden and later expanded across the UK, Spain and Portugal.
According to the company, the study combines consumer research with academic insight to examine the emotional and societal impact of live entertainment experiences.
Chris Bray, President Europe at Legends Global (pictured), said: “We exist to help people come together and share Goosebumps moments. It`s our whole essence as a business and as a force in society.”
The findings suggest that live events continue to play a significant role in fostering social cohesion. Across all surveyed markets, 90% of respondents said shared live experiences strengthen their sense of togetherness, while 85% reported feeling happier and more optimistic after attending live events.
The report also highlights differences between broader societal sentiment and perceptions of live entertainment. In Sweden, 22% of respondents said they feel a strong sense of togetherness in society today, while 89% believe live experiences help drive social cohesion. Only 6% said traditional institutions create the same sense of connection.
Kristofer Åkesson, Marketing Communications Director Northern Europe at Legends Global, stated: “We want to shine a light on how live experiences can strengthen our societies. Research shows that The Goosebumps Effect generates happier, healthier and more resilient societies. In places like Sweden, where traditional structures are seen as less effective in creating connection, live experiences are proving uniquely powerful in bringing people together.”
According to the research, 95% of respondents believe live experiences help create connections between people from different cultural backgrounds. The study also found that live entertainment ranked as the leading setting for connection between strangers, ahead of national celebrations, political gatherings and shared crises.
In Spain, respondents reported the strongest sense of connection with people they did not previously know.
Nuno Moura, Managing Director Iberia at Legends Global, commented: “The event is no longer the product and in Iberia, that shift is happening faster than most realise. In markets built on emotion and shared moments like Spain and Portugal, fans aren’t buying tickets, they’re investing in experiences that create connection, emotion and lasting memory.”
The report found that 58% of respondents said their most euphoric experiences had taken place at live music or sporting events. Three in four respondents also compared attending live events to the positive feelings associated with holidays.
The research identified differences in how audiences experience connection at events. Nearly two-thirds of male respondents said they feel their strongest connection to strangers at live sports events, while female respondents most commonly cited concerts. In Sweden, 78% reported sharing powerful live moments across generations.
Despite continued economic pressures across Europe, the report indicates that consumer spending on live entertainment remains resilient. Around 83% of respondents said they continue to prioritise spending on live experiences, while one in four said they would prioritise these experiences over other expenses.
The report also highlighted strong engagement from younger audiences, with Gen Z respondents expressing the strongest belief in the value and importance of shared live experiences.
