At Legends Global we are passionate about understanding how the power of live experiences can create more hopeful and connected societies.
In 2025, our Swedish team met with some of the most prominent researchers in the field to gather existing academic learnings and proof points behind what we call The Goosebumps Effect. The full report that contains a research overview and interviews with experts in the field can be read in Swedish here.
Based on this research we wanted to learn more about the current state of The Goosebumps Effect in today’s society. This is why we created The Goosebumps Barometer, with with new data from our key European markets: the UK, Sweden, Spain and Portugal.
For further questions or press inquiries, please contact:
Alex Sutton, European PR & Communications Director Legends Global,
at alex.sutton @ legends.global.com
Sources
The Goosebumps Barometer UK: Quantitative research with 1,000 British respondents aged 16-64y, conducted in Jan 2026
The Goosebumps Barometer ES: Quantitative research with 1,000 Spanish respondents aged 16-64y, conducted in Jan 2026
The Goosebumps Barometer POR: Quantitative research with 1,000 Portugese respondents aged 16-64y, conducted in Jan 2026
The Goosebumps Barometer SE: Quantitative research with 1,016 Swedish respondents aged 16-84y, conducted in Oct 2025 by Kantar Sifo.
The Goosebumps Effect 2026: A report from Stockholm Live, a part of Legends Global. The report can be found here (in Swedish)
Appendix
Q: Do you think live experiences can strengthen the sense of togetherness
in times of uncertainty? By live experiences we mean physical gatherings where people experience something together and at the same time – for example during a concert, a show or a sporting event.
Yes, to a large extent: (UK 47, ES 51, POR 53, SE 33)
Yes, in part: (UK 48, ES 44, POR 42, SE 55)
Yes (together): (UK 95, ES 95, POR 95, SE 89)
Yes (all markets): 94%
Yes to a large extent 16–24y (UK, ES, POR): 57%
Yes to a large extent 16–29y (SE): 41%
Q: Which if any of these have you paid to attend in the last year?
Have paid to attend: (UK 83, ES 86, POR 80)
Have paid to attend (UK, ES, POR together): 83%
Q: Thinking about feelings around attending live sports music or entertainment events you love, select any of these that is true.
I would sacrifice other things in order to attend live sports music or entertainment events (UK, ES, POR together): 25%
Q: When do you usually experience the strongest connection with people you don’t know.
Select those that for you give you the strongest connections.
At live music concerts: 39% (UK 39, ES 45, POR 34, SE 39)
At major sporting events: 31% (UK 25, ES 28, POR 28, SE 44)
Total live experiences: 70% (ES 71, SE 65, UK 63, POR 60)
By gender (UK, ES, POR):
At major + local sporting events: Men 34 + 29 = 63, Women 21 + 13 = 34
At live music concerts: Men 38, Women 41
Q: Do you think concerts, matches and other shared live experiences can create a sense of togetherness among people from different cultural backgrounds?
Yes, to a large extent: (UK 46, ES 51, POR 50, SE 32)
Yes, in part: (UK 50, ES 45, POR 46, SE 57)
Yes (total): (UK 96, ES 96, POR 96, SE 89)
Yes (total, all markets): 95%
Q: Have you ever shared a powerful live experience with someone from a different generation? By live experiences we mean physical gatherings where people experience something together and at the same time, for example during a concert, a show or a sporting event. (Question asked in Sweden only.)
Yes, often: 15.4%
Yes, sometimes: 62.4%
No, never: 10.9%
Don’t know: 11.3%
Yes (total): 77.8%
Q: Thinking about your behaviours and feelings when attending live sports, music or entertainment events you love, say the extent to which you agree or disagree with each of the following:
“I can feel happier and more optimistic after attending an enjoyable live event”.
Agree strongly: 43%
Agree slightly: 42%
Total agreement: 85%
(ES, POR, UK)
Q: Do you ever feel more hopeful after attending a live experience together with others?
(Question asked in Sweden only)
Yes, often: 18.6%
Yes, sometimes: 55.8%
No, never: 10.8%
Don’t know: 14.8%
Yes (total): 74.4%
Q: Thinking about a strong euphoric feeling that you can feel when with others – a “goosebump” moment, which one if any of these is the place where you have experienced your strongest euphoric feeling with others?
In the crowds at a concert: 31% (ES 37, SE 25, UK 32, POR 28)
In the stands at a sporting event: 23% (ES 26, SE 15, UK 22, POR 27)
At the theatre or performing arts: 10% (ES 9, SE 12, UK 11, POR 7)
During religious or spiritual ceremony: 8% (ES 6, SE 4, UK 10, POR 11)
During national celebrations: 8% (ES 9, SE 4, UK 9, POR 8)
Live music + sport (total): 53% (ES 63, SE 40, UK 54, POR 55)
Q: Thinking about your behaviours and feelings when attending live sports, music or entertainment events you love, say the extent to which you agree or disagree with each of the following:
“I think going to an important sport, music or entertainment event can be a similar feeling to the excitement of a trip or holiday”.
Agree strongly: 28%
Agree slightly: 47%
Total agreement: 75%