62% of Women Follow Music Festivals and Award Shows Via Digital Content

The rise of digital content and social media has removed the boundaries to cultural events and experiences. These days, even if they're not attending or watching, women can stay up to date with whom is on stage at Lollapalooza, who won best actress, or who wore what at Sundance. As part of the POPSUGAR Insights Content, Culture, and Commerce study, we surveyed over 1,500 women between the ages of 18-44 and asked them how interested they are in staying up to date with specific cultural events via social media or digital content (including articles, videos, or photo galleries).

Overall, 62% of women said that they were very interested/interested in staying up to date with music award shows like the MTV Video Music Awards or the Grammy Awards. Music festivals ranked second overall, with 59% of women expressing interest in following the developments via social media or digital content.

After music award shows and festivals, women are passionate about staying up to date with filmed entertainment award shows like the Academy Awards (54%), fashion award shows (52%), film festivals (49%), and major sporting events (47%).