Return to live Post-pandemic music fans
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20,000 foot view: Today’s live music audience skews with rock concerts and theatres / concert halls dominating sales. Fandom is by far the strongest factor in purchasing tickets, eclipsing price, and location. So, despite challenges like inflation and scalping, most concertgoers plan to attend more or the same number of concerts going forward. However, strong differences emerge between five main concert-goer personas, based on frequency of attendance and annual spend. While this report presents a snapshot of today’s live music audience, the future live landscape will likely be more fragmented and less rock-centric, disrupting bigger artists and venues.
Key insights
- Live music attend concerts more frequently as age: of attend concerts regularly very frequently, compared to of
- Theatre and hall venue tickets are the popular on average, with three of live music fans purchasing in 2022
- Rock is far the most popular live genre, as of concertgoers name among the three genres that most often see live
- However, rock’s may diminish with new generations; genre is pop, at while comes in at just compared for
- Despite hip streaming success, only of concertgoers to hip hop concerts most illustrating the need to move the mindset that live is home for all genres
- Fandom is far the biggest factor in concertgoer’s decision to buy a of consumers chose “it was of my favourite artists” as their top-three ticket drivers
- Live audiences across genres, with hip hop pop fans skewing towards women, rock being the oldest and male-dominated
- The “selective segment, which represents the future stadium and arena audiences, under-indexes rock while over-indexing for pop, R&B, and hip hop /
- Most concertgoers to attend more or the number of concerts in 2023 2022, reflecting enduring post-pandemic demand
- The higher-spending are most likely to attend concerts in 2023, primarily due rising ticket prices, and they more likely to be aggravated difficulties with the purchasing experience added fees
- As music fragments and new generations age the future of the live will be more fragmented and rock-centric, with larger artists and most vulnerable to disruption
Companies and brands mentioned in this report: Bandsintown, Guns N’ Roses, Harry Styles, John Mayer, Little Simz, Lorde, Metallica, Pollstar, SZA, Taylor Swift