When we share powerful moments together, something shifts.
We feel more connected, more open to others, more hopeful.
That’s the power of live experiences.
We call it The Goosebumps Effect.
THE GOOSEBUMPS EFFECT
The Goosebumps Barometer is a new report from Legends Global, exploring the impact of live entertainment in the UK, Sweden, Spain and Portugal.
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9 in 10 believe shared live experiences strengthen our sense of togetherness
According to the Goosebumps Barometer, even in a cost-of-living crisis, 83% continue to invest in experiences that bring people together.
One in four would sacrifice other priorities to get their goosebumps.
Gen-Z leads the way, with an even stronger belief in the Goosebumps Effect – fuelling optimism for the future of togetherness.
The Goosebumps Effect is shaped one powerful moment at a time.
“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.”
Chris Bray, President of Europe, Legends Global. Serving 165 million guests across 450 venues each year.
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Live experiences rank #1 for connection among strangers
Ahead of national celebrations, religious gatherings, political events, even shared crises. That’s the Goosebumps Effect in action.
Spain leads the way, reporting the strongest sense of connection between strangers.
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A glimpse into the science behind The Goosebumps Effect
“Thanks to mirror neurons and the bonding hormone oxytocin, the body instinctively senses that we belong together when we share collective euphoria. This is why live experiences make us more empathetic, open and anchored in togetherness.”
Mouna Esmaeilzadeh, Neuroscientist
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LIVE SPORTS CREATE SPACE FOR MEN TO CONNECT
The Goosebumps Barometer shows that 63% of men feel their strongest connection with strangers at sporting events.
For women, that moment is most likely to happen at concerts.
A glimpse into the research behind The Goosebumps Effect.
“Studies show that large-scale emotional gatherings create long term social integration, strenghten societal cohesion and generate collective meaning. Moments of shared awe builds solidarity, hope and trust.”
José Pizarro, Social Psychologist
LIVE EXPERIENCES BUILD BRIDGES
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believe live experiences bring people together from different cultural backgrounds.
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In Sweden, 78% have shared a powerful live moment across generations.
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GOOSEBUMPS: A CATALYST FOR OPTIMISM AND HOPE
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leave live experiences feeling happier and more optimistic.
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of Swedes feel more hopeful after sharing goosebump moments with others.
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Shared euphoria creates connection: Live experiences are the ultimate Goosebumps generator
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say their most euphoric moment happened at a live music or sports event, more than national celebrations, political events or religious gatherings.
A glimpse into the societal impact of The Goosebumps Effect
“The financial impact of our industry is well known. Now 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.”
Kristofer Åkesson, Marketing Communications Director Northern Europe, Legends Global
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LIVE EXPERIENCES FEEL LIKE A HOLIDAY
Goosebumps moments provide an escape from everyday life – emotionally, socially and mentally – without having to travel far away.
According to the Goosebumps Barometer, 3 in 4 compare the excitement of live experiences to the feeling of going on holiday.
“The power of our 450 venue network makes it possible to drive The Goosebumps Effect at scale, bringing togetherness to 165 million guests globally every year.”
Chris Bray, President of Europe, Legends Global.
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 new data from our key European markets: the UK, Sweden, Spain and Portugal.
Appendix
The data, methodology, and additional material behind The Goosebumps Effect 2026Explore full documentation