- Post Malone’s Guwahati concert generated ₹43 crore as fans spent far beyond tickets
For concert-goers, the ticket may be only the beginning of what they spend on a live event. BookMyShow’s OOO: Offline. Outdoors. Out Loud. India’s Live Culture 2025–2026 report estimates that every ₹100 spent on a ticket for Post Malone’s concert in Guwahati generated another ₹899 in spending on travel, accommodation, food and local businesses.
The concert’s estimated economic impact was ₹43 crore, highlighting how a major live music event can bring spending beyond the venue and into the surrounding economy.
Also Read: Critical Stage: India's concert boom has a venue problem
The report estimates that 53% of the concert audience travelled from more than 200 cities and towns, pointing to the role of out-of-town visitors in driving expenditure around live events.
The findings form part of a broader examination of how Indians engage with live culture, from the reasons they attend concerts to the memories they take home and the artists they discover along the way.
For 43% of respondents, the appeal also lies in the possibility that they may not get another opportunity to attend the same event.
Fear of missing out, however, was not the primary draw: only 4% cited FOMO as a reason for attending.
The findings point to motivations that extend beyond simply watching a favourite performer. Live events offer audiences an opportunity to be part of a shared experience, make memories and connect with music in a setting that differs from listening to it alone.
Also Read: Music comes home: Inside India’s growing market for intimate music gigs
According to the report, 72% of respondents said they had discovered a new artist at a live show. Among respondents from Tier 2 cities, the proportion was 70%.
The findings suggest that concerts can serve as a discovery platform, allowing audiences to encounter performers outside their existing listening habits.
The report also highlights the importance of collective participation. For 66% of respondents, the defining moment that gives them chills at a concert is when the crowd sings a chorus together.
Emotional well-being also features among the reasons people attend live events: 44% said they go to concerts to feel emotionally healed.
The report identifies differences across age groups. Among millennials, 49% said emotional healing was their ideal outcome from a concert, and 67% listened to the artist’s music on their way home.
Among Gen Z respondents, 53% said they experienced post-concert emptiness every time. The report also found that 46% of Gen Z respondents tried to post about the experience within an hour.
The findings show how audiences engage with concerts both during and after the event, whether through emotional responses, continued listening or sharing their experience online.
These habits reflect the importance some attendees attach to preserving a reminder of the experience beyond the event itself.
The BookMyShow report is based on an online survey of nearly 1,700 concert-goers aged 18 and above across 75 Indian cities. The survey was conducted over five weeks beginning June 10, 2026.
Of the respondents, 57% were aged 18–29, 32% were aged 30–45 and 11% were aged 46 and above. Men accounted for 65% of the sample, women 34%, while 1% did not disclose their gender.
The findings offer a snapshot of the motivations and experiences of the people surveyed, rather than a measure of the views of every Indian concert-goer.
The concert’s estimated economic impact was ₹43 crore, highlighting how a major live music event can bring spending beyond the venue and into the surrounding economy.
Also Read: Critical Stage: India's concert boom has a venue problem
The report estimates that 53% of the concert audience travelled from more than 200 cities and towns, pointing to the role of out-of-town visitors in driving expenditure around live events.
The findings form part of a broader examination of how Indians engage with live culture, from the reasons they attend concerts to the memories they take home and the artists they discover along the way.
More than just the music
The report suggests that audiences increasingly see live events as experiences worth prioritising over material possessions. Nearly four in 10 respondents, or 39%, said they consciously choose experiences over possessions, while 48% said memories are priceless.For 43% of respondents, the appeal also lies in the possibility that they may not get another opportunity to attend the same event.
Fear of missing out, however, was not the primary draw: only 4% cited FOMO as a reason for attending.
The findings point to motivations that extend beyond simply watching a favourite performer. Live events offer audiences an opportunity to be part of a shared experience, make memories and connect with music in a setting that differs from listening to it alone.
Also Read: Music comes home: Inside India’s growing market for intimate music gigs
Concerts are helping audiences discover new artists
Live shows are also emerging as a way for audiences to find music they may not otherwise have encountered.According to the report, 72% of respondents said they had discovered a new artist at a live show. Among respondents from Tier 2 cities, the proportion was 70%.
The findings suggest that concerts can serve as a discovery platform, allowing audiences to encounter performers outside their existing listening habits.
The report also highlights the importance of collective participation. For 66% of respondents, the defining moment that gives them chills at a concert is when the crowd sings a chorus together.
The emotional after-effect of a live show
The connection with a concert does not necessarily end when the performance is over. The report finds that 46% of respondents experience post-concert blues every time, while 69% experience some version of the feeling.Emotional well-being also features among the reasons people attend live events: 44% said they go to concerts to feel emotionally healed.
The report identifies differences across age groups. Among millennials, 49% said emotional healing was their ideal outcome from a concert, and 67% listened to the artist’s music on their way home.
Among Gen Z respondents, 53% said they experienced post-concert emptiness every time. The report also found that 46% of Gen Z respondents tried to post about the experience within an hour.
The findings show how audiences engage with concerts both during and after the event, whether through emotional responses, continued listening or sharing their experience online.
Keeping a piece of the experience
The memories associated with a live show can also take a physical form. The report found that 40% of respondents kept their concert wristbands as souvenirs, while another 40% turned them into smaller mementos.These habits reflect the importance some attendees attach to preserving a reminder of the experience beyond the event itself.
The BookMyShow report is based on an online survey of nearly 1,700 concert-goers aged 18 and above across 75 Indian cities. The survey was conducted over five weeks beginning June 10, 2026.
Of the respondents, 57% were aged 18–29, 32% were aged 30–45 and 11% were aged 46 and above. Men accounted for 65% of the sample, women 34%, while 1% did not disclose their gender.
The findings offer a snapshot of the motivations and experiences of the people surveyed, rather than a measure of the views of every Indian concert-goer.