Independent Stages Generate $153.1 Billion in Economic Activity, NIVA Study Finds
“Independent venues are more than stages for entertainment; they are economic engines and cultural lifelines,” said Stephen Parker, NIVA Executive Director.
By Scott Bernstein Jun 23, 2025 • 12:36 pm PDT
At NIVA ’25’s opening session today in Milwaukee, the National Independent Venue Association released findings from The State of Live, their inaugural nationwide economic impact analysis, which includes data contributed by JamBase. The comprehensive study demonstrates how independent venues, festivals and promoters serve as crucial drivers of America’s economy while strengthening communities nationwide.
According to the 2024 data, independent live music venues, festivals and promoters pumped $86.2 billion directly into the U.S. GDP, surpassing the economic contributions of America’s beer, gaming and airline sectors. When factoring in ripple effects from audience spending, tourism and local business activity, independent venues created an impressive $153.1 billion in total economic impact.
The sector provided employment for over 907,000 people nationwide, while delivering more than $51.7 billion in compensation and benefits. These venues also play a major role in America’s tourism landscape, representing roughly 9.2% of all U.S. travel and tourism earnings, which equals more than $10.62 billion annually in visitor expenditures on hotels, restaurants, retail and transportation.
Despite the massive economic impact of the sector, 64% of stages were not profitable in 2024. NIVA’s report points to inflation, anti-competitive practices and predatory resale as challenges that hinder independent venues’ financial viability.
“Independent venues are more than stages for entertainment; they are economic engines and cultural lifelines,” said Stephen Parker, NIVA Executive Director. “This report underscores the urgent need for policy reforms and public investment to sustain these indispensable community anchors.”
“Thanks to NIVA, and the efforts and trust of those who responded with real data on their operations, we can tell our story,โ noted Sean Watterson, State of Live Task Force Chair and President and Co-Owner of The Happy Dog. โWe can make our cases to the statehouses and city councils on why we matter, and how our elected representatives can help us continue to help our communities.โ
The State of Live report offers a vital tool for policymakers, community leaders and industry stakeholders committed to strengthening and sustaining the independent live entertainment sector.
NIVA shared the studyโs core findings and policy recommendations today in Milwaukee, during a national gathering of legislators and other key decision-makers. The presentation highlighted the importance of targeted policy solutions to ensure the continued resilience and long-term growth of independent venues nationwide.
Key findings from The State Of Live report include:
- $153.1 billion in total economic output, driven by fan spending on lodging, dining, shopping, and transportation
- $86.2 billion contributed to the U.S. GDP
- 908,000 jobs supported nationwide
- $51.7 billion in wages and benefits
- $19.31 billion generated annually in combined federal, state, and local tax revenues, equivalent to the entire annual budget for FEMAโs disaster relief efforts.
- 64% of stages were not profitable in 2024
- 31% of all independent stagesโ expenses went directly to artist and booking fees
- 91% of venues operate year-round
