The Goosebumps Effect: Why Shared Live Experiences Matter More Than Ever

In an era shaped by digital overload, social fragmentation and economic uncertainty, one thing continues to unite us: the power of live experiences.

New research from Legends Global titled The Goosebumps Barometer reveals that live entertainment is far more than a momentary escape. It is a catalyst for connection, optimism, belonging and cultural unity.

And for destinations like Outernet, built around immersive, collective experiences, the findings point to a powerful opportunity.

The Rise of Shared Euphoria

The research, conducted across the UK, Sweden, Spain and Portugal, uncovers the emotional and societal impact of live entertainment. From music and sport to immersive cultural moments, the data paints a clear picture: people are actively prioritising experiences that make them feel connected.

Even amid a continuing cost-of-living crisis, 83% of people say they continue to invest in experiences that bring people together.

More strikingly, one in four respondents said they would sacrifice other priorities in order to experience these powerful “goosebumps moments”.

That emotional pull is no coincidence.

As neuroscientist Mouna Esmaeilzadeh explains:

“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.”

In other words, shared experiences physically and emotionally change how we relate to one another.

A Generation Seeking Connection

The findings come at a time when audiences are increasingly seeking meaningful real-world interaction.

According to the report:

• 9 in 10 believe shared live experiences strengthen our sense of togetherness

• 95% believe live experiences bring people together across cultural backgrounds

• 85% leave live experiences feeling happier and more optimistic

• 53% say their most euphoric moments happened at live music or sporting events

This is more than entertainment. It is emotional infrastructure.

Social psychologist José Pizarro highlights the wider societal impact:

“Studies show that large-scale emotional gatherings create long term social integration, strengthen societal cohesion and generate collective meaning. Moments of shared awe build solidarity, hope and trust.”

At a time when cities and brands alike are competing for attention, the experiences that succeed will be those that create emotional resonance at scale.

Why This Matters for Outernet

Outernet was designed for exactly this cultural moment.

Situated at the heart of London, Outernet is redefining what live entertainment can be, blending immersive technology, music, culture, storytelling and large-scale public engagement in a way few venues globally can match.

The Goosebumps Barometer validates what audiences are already demonstrating in growing numbers: people crave collective moments that feel bigger, more emotional and more immersive than traditional media experiences.

Outernet’s unique environment allows brands, artists and audiences to participate in shared moments that are impossible to replicate online. Whether through immersive digital exhibitions, live performances, cultural activations or breakthrough brand storytelling, the venue creates the conditions for collective euphoria.

And crucially, these are not passive experiences.

They are moments people feel.

The report also found that three in four people compare the excitement of live experiences to the feeling of going on holiday, offering emotional escape, excitement and mental reset without needing to leave the city.

That insight is particularly relevant for urban entertainment destinations like Outernet. As audiences increasingly seek experiences over possessions, destinations that can transport people emotionally and socially are becoming central to modern city culture.

The New Value Exchange for Brands

For brands and partners, the implications are significant.

Traditional advertising often struggles to generate emotional connection in fragmented digital environments. Live immersive experiences, however, create something far more valuable: shared memory.

The Goosebumps Effect demonstrates that audiences are not simply looking to watch content, but they want to participate in meaningful collective moments.

Outernet offers brands the opportunity to move beyond interruption-based marketing and become part of experiences audiences genuinely remember and emotionally connect with.

This is where attention becomes emotion.

And emotion drives lasting impact.

Live Experiences as a Force for Optimism

One of the most powerful findings from the report is the emotional after-effect of shared experiences.

In Sweden, 74% said they felt more hopeful after sharing goosebumps moments with others.

At a time when optimism can feel in short supply, live experiences are proving to be more than entertainment venues. They are spaces that rebuild connection, belonging and shared cultural energy.

As Kristofer Åkesson, Marketing Communications Director Northern Europe at Legends Global, explains:

“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.”

This shift represents a major opportunity for experience-led destinations.

As audiences continue to prioritise togetherness, immersion and emotional connection, Outernet is uniquely positioned to lead the next chapter of live entertainment, creating moments that do not simply capture attention but create genuine human impact.

The Future Belongs to Shared Experiences

The Goosebumps Effect is ultimately a reminder of something deeply human: we are wired for togetherness.

The moments we remember most are rarely the ones we experience alone.

They are the moments where music erupts through a crowd, where strangers celebrate together, where technology disappears into emotion, and where a shared experience becomes something unforgettable.

For audiences, brands and cities alike, the future of entertainment will belong to the places capable of creating those moments.

Outernet is already building them.