Country’s Mainstream Moment: How Live Music Is Fueling the Genre’s Global Rise
KEY TAKEAWAYS
- Country is surging worldwide with live attendance at shows doubling since 2019.
- Cross-genre collabs, streaming, and social buzz has the genre reaching a broader audience than ever.
- Country music is evolving into a global lifestyle movement, and fans across generations want more.
Country music, long rooted in American tradition, is now making waves globally. With a fresh class of new artists, long-standing icons, emotional storytelling, and an easygoing vibe, the genre is filling venues and playlists worldwide. Our new global Fan Insights report confirms it: 91% of country fans say the genre is reaching a wider audience than ever—and they’re showing up in record numbers.
From Nashville to the World
Cross-genre collabs, TikTok virality, and streaming have taken country global. 89% of fans say the genre feels more international, and attendance at country shows has doubled since 2019, making it a top five genre for live growth. From London to Mexico City, fans are embracing country’s mix of classic storytelling and modern sound.
There’s strong demand for more: 90% want to see country acts tour globally, and 89% want them on major festival lineups.
A Sound That Feels Like Home
Country music connects through authenticity. 88% say the themes resonate, and 90% describe the music as an emotional escape that brings nostalgia and simplicity. It’s reaching a new generation with 63% of listeners being Gen Z or Millennials, and listening is rising fastest among Gen Z and Black fans (both at 63%), thanks to artists like Lainey Wilson, Jelly Roll, and cultural moments like Beyoncé’s Cowboy Carter tour.
90% of fans say the genre is more diverse and inclusive than ever.
Live Country Hits Different
Country’s live momentum is real. 85% of fans are attending the same or more shows than before, and 88% are eager to go again. Fans describe the experience as laid-back, high-energy, and deeply communal.
From club nights in Nashville to beachside festivals in Australia, fans are chasing the vibe.
More Than Music: A Lifestyle Movement
Country’s impact goes beyond music. From boots and denim to southern food and open-road travel, fans are embracing the lifestyle—and they want brands to do the same. 62% say genre-blending drives appeal, and 53% credit high-profile artist collabs for the genre’s visibility.
For brands, it’s a clear signal: show up where culture is headed.
Looking Ahead
Country’s evolution is far from over, and fans are leading it. With a global audience, next-gen energy, and record live demand, country music is on the rise, and we are proud to help bring it to life, one show at a time.