Return to live Post-pandemic music fans

Kriss Thakrar and Tatiana Cirisano

July 2023

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.

Companies and brands mentioned in this report: Bandsintown, Guns N’ Roses, Harry Styles, John Mayer, Little Simz, Lorde, Metallica, Pollstar, SZA, and Taylor Swift

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