NIVA’s State of Live Survey Finds Independent Venues Generated $153.1B In Total Economic Output Across U.S. In 2024, 64% Stages Struggling With Unprofitability

The National Independent Venue Association launched the 2025 NIVA conference by unveiling the results of its first-ever comprehensive national economic impact study, The State of Live. The data tells the story of an industry in which the majority are struggling, with 64% of independent stages operating without profitability in 2024, and yet the sector is also playing a significant role in the economy with indie live venues, festivals and promoters contributing $86.2 billion directly to the U.S. gross domestic product (GDP) last year alone – more than the U.S. beer, gaming and airline industries.

When taking into account indirect effects from fan spending on lodging, dining, shopping and transportation, the independent live sector generated $153.1 billion in total economic output.  

Other stats of note in the State of Live study include: a $19.31 billion combined federal, state and local tax economic impact; nearly 908,000 jobs supported and $51.7 billion in wages and benefits paid. Over the past year, indie stages put on more than 153,000 events in the U.S., serving 183.7 million fans.

“The State Of Live is more than a report – it’s a defense of what matters. And it’s a foundation we can build the future of our industry,” Stephen Parker, Executive Director of NIVA, told the audience at the opening session of NIVA.

The results of the study were announced on Monday following an insightful and hilarious interview between Parker and special guest Hannibal Buress, who shared his perspective as both a comedian and independent venue owner. Buress spoke about his dream bookings for the Isola Brooklyn, which opened in March (including hopes of one day hosting M.C. Hammer, Thundercat and Stevie Wonder) and, with a laugh, he noted that his next plans for the 300-capacity Brooklyn venue include getting out of debt. 

Unfortunately, many indie venue operators can relate to that struggle.

Parker dove into the State of Live’s data during the opening session, starting with the “hard truth” that nearly two-thirds of indie stages were not profitable in 2024. 

“When you hear that nearly two-thirds of indie stages weren’t profitable last year, it’s ridiculous,” Parker said. “It’s frustrating. And for many of us, it’s personal. For many of us, it’s not just a business model, it’s sacred. It’s something you want to protect.”

The survey found that across all indie stages, the top operational challenges include: marketing and bringing in an audience; artist costs rising, driving higher artist fees; staffing costs; inflation; monopolies; rising insurance costs; scalpers and predatory resale platforms; the cost of rent and mortgage; uncapped, unlimited performing rights organization fees; and decreasing alcohol sales.

The State of Live study was conducted by leading economic research firm TEConomy Partners, with Live Music Society, eventbrite and Tito’s Vodka as underwriters. State of Live data partners included bandsintown, Jamalytics, JamBase and SMU DataArts. The survey’s methodology used a combination of survey data with respondents from all 50 states and the District of Columbia and venue information including festival capacity and attendance information from third-party collaborators noted above, as well as “federal company and employment statistics, AI-assisted, but manually curated web-research, and IMPLAN economic impact models, the most widely used impact modeling system in the U.S., for the U.S., 50 states, and the District of Columbia.”

The study provides data backing up the importance of indie venues for building community and uplifting artists with the vast majority (91%) of stages operating year-round and 62% hosting artist showcases. 

“Y’all are dependable – a place where people return to. … something shared, local and real,” Parker said. He also spoke about how events at indie venues are more than just concerts – occasions for anniversaries, reunions, first dates and road trips. 

Independent stages account for 9.2% of U.S. travel and tourism revenue, generating $10.62 billion in off-site tourism spending. During the opening session it was emphasized that these figures emphasizing the impact of the indie sector are conservative.

NIVA’s opening session wrapped by looking ahead at how those in the indie world can move forward with a clear agenda and use the State of Live study as a critical resource to help protect and grow the sector.

“Thanks to NIVA, and the efforts and trust of those who responded with real data on their operations, we can tell our story,” Sean Watterson, State of Live Task Force Chair and President and Co-Owner of The Happy Dog in Cleveland, said in a statement. “We 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.”

As detailed on NIVA’s website, emerging priorities from the State of Live study that will help “drive reforms that strengthen the independent sector through smart, targeted legislation and economic protections” include developing and passing liquor tax rebate bills for independent states; creating alcohol, food and income tax credits for independent stages; prioritizing public investment in independent live entertainment; and using economic data to advance comprehensive ticketing report. 

Priorities to ensure indie stages are embedded in public planning, infrastructure and cultural development efforts include: establishing representation for the independent live sector in public decision-making; creating state and local music and live performance offices; offering incentives through convention and visitors bureaus; partnering with local nighttime economy offices and night mayors; collaborating with cultural tourism campaigns to promote independent stages; establishing designate artists loading zones around independent venues; providing free or reduced-cost parking for independent artists and staff; and designing public transit routes and schedules around entertainment hubs. 

“Independent venues are more than stages for entertainment; they are economic engines and cultural lifelines,” Parker added in a statement. “This report underscores the urgent need for policy reforms and public investment to sustain these indispensable community anchors.”

Visit https://www.nivassoc.org/stateoflive to download the full report and learn more about the policy recommendations.