New York, NY – January 2026 – Situation today announced the release of The Audience Crossover Report, a new research study unpacking how fans move between sports, concerts, and theater and what that behavior means for live event marketers planning for 2026.

The report follows the agency’s national survey with Ticketmaster, which covered audience patterns and highlighted the shifting dynamics that will shape the coming year.

Following the survey, which was conducted across nine key U.S. markets, the report offers a look at how audience habits are evolving and where growth opportunities sit for the live events sector.

“We’re entering one of the most dynamic moments live entertainment has seen in years,” said Damian Bazadona, Founder of Situation. “Audiences aren’t thinking in rigid categories anymore. They’re crossing between sports, concerts, and theater in ways that reveal enormous potential when brands know how to meet them.”

The Audience Crossover Report includes a breakdown of the study’s methodology, an overview of the four most consequential behavioral shifts surfaced in the data, and actionable considerations for organizations building 2026 strategies.

The full report is available for download here:

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