Profiling the Live Music Consumer How Streaming Behaviours are Changing the Face of the Live Music Business
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The 20,000 Foot View: Live music revenues grew dramatically throughout the piracy years of the 2000s and early 2010s, with festivals in particular gaining popularity while the recorded music industry grappled with the existential threat of peer-to-peer downloads. However, the recorded music industry is in a very different place now than it was then. The shift to streaming is poised to impact the live industry in some surprising ways, raising questions about what the future of live music will look like.
- Just over a quarter of consumers attend small gigs more than at least once a year while a fifth attend large pop/rock concerts
- Live music audience penetration peaks among year olds at and falls to among of live audiences watch music videos on YouTube, compared to that listen to music radio
- Of the social apps, it is users of Snapchat and Twitter that most over-index for average weekly live spend at and respectively
- Amazon Music Unlimited subscribers spend the most on live at a year, compared to for Spotify subscribers
- Streaming and live music repertoires are inverted: one in five of the top Spotify artists are hip hop, compared to of the top global touring acts.
- Rock is just of the top Spotify artists but of the top live artists
- Streaming’s track and playlist focus means fewer fans are developing the deep artist relationships that act as the foundation for long term live revenue
- Festivals are effectively live playlists, meeting the new reality of music fans liking large numbers of artists and loving few
Companies and brands mentioned in this report: AEG, Amazon, Amazon Prime Music, Amazon Music Unlimited, Apple Music, Deezer, Facebook, Instagram, Live Nation, Snapchat, Spotify, Twitter, YouTube