Table of Contents
Executive Summary
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- Overview
- The market
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- Figure 1: Total US revenues and fan chart forecast for live entertainment, at current prices, 2009-19
- Key players
- The consumer
- Majority of consumers were interested in events they did not attend
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- Figure 2: Live event attendance – did not attend, but wanted to – any event, by gender and age, September 2014
- Perceived value of admission may hinder attendance
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- Figure 3: Spending on general admission (mean), by gender and age, September 2014
- One third of consumers plan to see more live events next year
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- Figure 4: Intent to attend live events in the next 12 months, September 2014
- High general admission spending correlates with higher VIP spending
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- Figure 5: Spending on VIP admission (mean) by spending on general admission, September 2014
- What we think
Issues and Insights
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- Consumer willingness to spend versus average ticket prices
- The issues
- The implications
- Event goers’ willingness to travel and interest in online streaming
- The issues
- The Implications
- Creating a more engaging VIP experience
- The issues
- The implications
Trend Applications
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- Trend: Sense of the Intense
- Trend: Click and Connect
- Trend: Prove It
Market Size and Forecast
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- Key points
- Live entertainment market in danger of continued stagnation
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- Figure 6: US revenues and forecast for live entertainment, at current prices, 2009-19
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- Figure 7: US revenues and forecast for live entertainment, at inflation-adjusted prices, 2009-19
- Fan chart forecast
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- Figure 8: Total US revenues and fan chart forecast for live entertainment, at current prices, 2009-19
Market Drivers
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- Key points
- The growth of independent performers
- Lack of new talent could hurt long-term revenue for live music
Leading Companies
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- Key points
- Live Nation Entertainment
- Ticketmaster
- Eventbrite
- AEG Live*
Innovations and Innovators
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- Online streaming, virtual reality bring live entertainment to the consumer
Marketing Strategies
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- Predictive analytics: Could there be a recommendation engine for live entertainment?
- Strategy: Location-based targeting
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 9: Key performance indicators, selected live entertainment brands, Nov. 10, 2013-Nov. 9, 2014
- Brand usage and awareness
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- Figure 10: Brand usage and awareness of live entertainment brands, September 2014
- Interaction with brands
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- Figure 11: Interaction with live entertainment brands, September 2014
- Leading online campaigns
- Using data insights to drive campaigns
- Original content
- Social media for social good
- What we think
- Online conversations
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- Figure 12: Online mentions, selected live entertainment brands, Nov. 10, 2013-Nov. 9, 2014
- What are people talking about online?
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- Figure 13: Mentions by topic of conversation, selected live entertainment brands, Nov. 10, 2013-Nov. 9, 2014
Live Event Attendance and Interest
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- Key points
- Overview of events attended in the last 12 months
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- Figure 14: Live event attendance – attended in the past 12 months, September 2014
- Nearly half of consumers 65+ reported going to live events
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- Figure 15: Live event attendance – attended in the past 12 months, by age, September 2014
- Parents with children under 18 are more likely to go to live events
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- Figure 16: Live event attendance – attended any event in the past 12 months, by parents with children, September 2014
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- Figure 17: Live event attendance – attended in the past 12 months, by generation and gender of parent, September 2014
- Young women most likely to express interest in events they did not attend
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- Figure 18: Live event attendance – did not attend but wanted to, by gender and age, September 2014
Consumers’ Planned Live Event Attendance
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- Key points
- Majority of Millennial dads plan to attend more events in the next year
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- Figure 19: Intent to attend live events in the next 12 months, by generation and gender of parent September 2014
- Consumers willing to spend more on admission are also planning to attend more events in 2015
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- Figure 20: Intent to attend live events, by willingness to spend on general admission, September 2014
Consumer Spending on General and VIP Admission
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- Key points
- Consumers’ willingness to spend on general and VIP admission tickets
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- Figure 21: Spending on general and VIP admission (mean), by gender and age, September 2014
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- Figure 22: Spending on general and VIP admission, by Gender and Age, September 2014
- Higher general admission spending correlates with higher spending on VIP admission
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- Figure 23: Spending on VIP admission (mean) by spending on general admission, September 2014
- Frequent social media users willing to spend more on admission
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- Figure 24: Spending on general and VIP admission (mean), by visits social media websites at least once per day, September 2014
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- Figure 25: Spending on general VIP admission, by visits social media websites at least once per day, September 2014 (Continued)
- Consumers’ Interest in VIP Benefits
- Key points
- Premium seating is the most sought-after VIP perk
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- Figure 26: Interest in VIP benefits – any rank, by gender and age, September 2014
- Five-person households show elevated interest in hotel packages
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- Figure 27: Interest in VIP benefits – any rank, by household size, September 2014
Key Influencers for Live Event Engagement
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- Key points
- Familiarity with performers is a top motivation for attendees
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- Figure 28: Attitudes and Opinions Regarding Live Entertainment, by gender and Age, September 2014
- Millennial dads a key target for unfamiliar performers
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- Figure 29: Attitudes and opinions regarding live entertainment, by Millennial parents, September 2014
- Higher general admission spenders more active on social media
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- Figure 30: Attitudes and opinions regarding live entertainment, by spending on general admission, September 2014
Consumers’ Spending During Live Events
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- Key points
- Nearly one third of event goers say admission is too expensive
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- Figure 31: Spending habits during live events, by household income, September 2014
- Many consumers want to know where their money goes
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- Figure 32: Spending habits during live events, by intent to attend live events in the next 12 months, September 2014
- Consumers’ interest in online streaming for live events
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- Figure 33: Spending habits during live events, by age, September 2014
Consumers’ Preferred Payment Methods
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- Key points
- Payment methods consumers are willing to use
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- Figure 34: Willingness to use payment methods for tickets, September 2014
- Consumers’ most preferred payment methods
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- Figure 35: Preferred payment methods for tickets – I most prefer this, by gender and age, September 2014
- Mobile ticketing apps suffer from low usage and awareness
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- Figure 36: Preferred payment methods for tickets – I have never used this, by gender and age, September 2014
Race and Hispanic Origin
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- Key points
- Hispanics willing to spend more on admission than non-Hispanics
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- Figure 37: Spending on general and VIP admission (mean), by race/Hispanic origin, September 2014
- Blacks appreciate the chance to meet new people at live events
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- Figure 38: attitudes and opinions regarding live entertainment, by Race/Hispanic Origin, September 2014
- Hispanics showcase a high degree of interest in live entertainment
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- Figure 39: Types of live events attended in the past 12 months – Did not attend but wanted to, by race/Hispanic origin, September 2014
Repertoire Analysis
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- Key points
- Young men show interest in a variety of different event categories
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- Figure 40: Repertoire of live events attended in the past 12 months, by gender and age, September 2014
- Avid event goers are willing to spend more per ticket
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- Figure 41: Spending on general and VIP admission (mean), by number of event types attended, September 2014
- Parents far more likely to have attended five or more event types
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- Figure 42: Repertoire of live events attended in the past 12 months, by presence of children in household, September 2014
CHAID Analysis
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- Methodology
- Consumers who love the live event atmosphere are more likely to buy food and drink
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- Figure 43: Food and Drink Purchases from Venue– CHAID – Tree output, September 2014
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- Figure 44: Food and Drink Purchases from Venue – CHAID – Table output, September 2014
- Moms and dads: Avid live entertainment goers
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- Figure 45: Attend more live events– CHAID – Tree output, September 2014
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- Figure 46: Attend more live events– CHAID – Tree output, September 2014
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- Figure 47: attend more live events – CHAID – Table output, September 2014
Appendix – Other Useful Consumer Tables
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- Live event attendance in the last 12 months
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- Figure 48: Types of live events attended in the past 12 months – Attended in the past 12 months, by gender and age, September 2014
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- Figure 49: Types of live events attended in the past 12 months – Attended in the past 12 months, by household income, September 2014
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- Figure 50: Types of live events attended in the past 12 months – Attended in the past 12 months, by race/Hispanic origin, September 2014
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- Figure 51: Types of live events attended in the past 12 months – Attended in the past 12 months, by household size, September 2014
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- Figure 52: Types of live events attended in the past 12 months – Attended in the past 12 months, by Millennial parents, September 2014
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- Figure 53: Types of live events attended in the past 12 months – Attended in the past 12 months, Generation X Parents, September 2014
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- Figure 54: Types of live events attended in the past 12 months – Attended in the past 12 months, by Baby Boomer parents, September 2014
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- Figure 55: Types of live events attended in the past 12 months – Attended in the past 12 months, by parents with children in household, September 2014
- Interest in live event types
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- Figure 56: Types of live events attended in the past 12 months – Did not attend but wanted to, by household income, September 2014
- Intent to attend live events in the next 12 months
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- Figure 57: Intent to attend live events in the next 12 months, by gender and age, September 2014
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- Figure 58: Intent to attend live events in the next 12 months, by household income, September 2014
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- Figure 59: Intent to attend live events in the next 12 months, by race/Hispanic origin, September 2014
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- Figure 60: Intent to attend live events in the next 12 months, by household size, September 2014
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- Figure 61: Intent to attend live events in the next 12 months, by Millennial parents, September 2014
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- Figure 62: Intent to attend live events in the next 12 months, by Generation X parents, September 2014
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- Figure 63: Intent to attend live events in the next 12 months, by Baby Boomer parents, September 2014
- Willingness to spend on admission (mean)
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- Figure 64: Spending on general and VIP admission (mean), by household income, September 2014
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- Figure 65: Spending on general and VIP admission (mean), by household size, September 2014
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- Figure 66: Spending on general and VIP admission (mean), by parents with children in household, September 2014
- Willingness to spend on admission (price ranges)
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- Figure 67: Spending on general and VIP admission, by gender and age, September 2014
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- Figure 68: Spending on general and VIP admission, by household income, September 2014
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- Figure 69: Spending on general and VIP admission, by household size, September 2014
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- Figure 70: Spending on general and VIP admission, by parents with children, September 2014
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- Figure 71: Spending on general and VIP admission, by race/Hispanic origin, September 2014
- Willingness to spend on admission (cross-analysis)
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- Figure 72: Spending on VIP admission by spending on general admission, September 2014
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- Figure 73: Spending on general admission, by spending on VIP admission, September 2014
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- Figure 74: Spending on VIP admission (mean), by spending on general admission, September 2014
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- Figure 75: Spending on general and VIP admission (mean), by live events attended, September 2014
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- Figure 76: Spending on general and VIP ADMISSION (mean), by live events attended, September 2014 (continued)
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- Figure 77: Spending on general and VIP admission (mean), by intent to attend live events in the next 12 months, September 2014
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- Figure 78: Spending on General and VIP admission (mean), by visits websites at least once per day, September 2014
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- Figure 79: Spending on general and VIP admission (mean), by visits websites at least once per day, September 2014 (continued)
- Interest in VIP benefits
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- Figure 80: Interest in VIP benefits – Any rank, by age, September 2014
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- Figure 81: Interest in VIP benefits – Any rank, by household income, September 2014
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- Figure 82: Interest in VIP benefits – Any rank, by race/Hispanic origin, September 2014
- Interest in VIP benefits (cross-analysis)
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- Figure 83: Interest in VIP benefits – Any rank, by spending on VIP admission, September 2014
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- Figure 84: Interest in VIP benefits – Any rank, by spending habits during live events, September 2014
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- Figure 85: Interest in VIP benefits – Any rank, by spending habits during live events, September 2014 (continued)
- Attitudes and opinions regarding live entertainment
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- Figure 86: Attitudes and opinions regarding live entertainment, by household income, September 2014
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- Figure 87: Attitudes and opinions regarding live entertainment, by household size, September 2014
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- Figure 88: Attitudes and opinions regarding live entertainment, by Generation X parents, September 2014
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- Figure 89: Attitudes and opinions regarding live entertainment, by Baby Boomer parents, September 2014
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- Figure 90: Attitudes and opinions regarding live entertainment, by visits social media websites at least once per day, September 2014
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- Figure 91: Attitudes and opinions regarding live entertainment, by visits social media websites at least once per day, September 2014 (continued)
- Spending habits during live events
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- Figure 92: Spending habits during live events, by gender and age, September 2014
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- Figure 93: Spending habits during live events, by race/Hispanic origin, September 2014
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- Figure 94: Spending habits during live events, by household size, September 2014
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- Figure 95: Spending habits during live events, by parents with children in household, September 2014
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- Figure 96: Spending habits during live events, by spending on general admission, September 2014
- Preferred payment methods for admission
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- Figure 97: Preferred payment methods for tickets – Willing to use, by gender and age, September 2014
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- Figure 98: Preferred payment methods for tickets – I most prefer this, by household income, September 2014
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- Figure 99: Preferred payment methods for tickets – I most prefer this, by race/Hispanic origin, September 2014
- Repertoire analysis of live event attendance
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- Figure 100: Repertoire of live events attended in the past 12 months, by household income, September 2014
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- Figure 101: Types of live events attended in the past 12 months – Did not attend but wanted to, by repertoire of types of live events attended in the past 12 months, September 2014
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- Figure 102: Intent to attend live events in the next 12 months, by repertoire of types of live events attended in the past 12 months, September 2014
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- Figure 103: Spending on general and VIP admission (mean), by repertoire of types of live events attended in the past 12 months, September 2014
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- Figure 104: Spending on general and VIP admission, by repertoire of types of live events attended in the past 12 months, September 2014
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- Figure 105: Interest in VIP benefits – Any rank, by repertoire of types of live events attended in the past 12 months, September 2014
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- Figure 106: Attitudes and opinions regarding live entertainment, by repertoire of types of live events attended in the past 12 months, September 2014
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- Figure 107: Spending habits during live events, by repertoire of types of live events attended in the past 12 months, September 2014
Appendix – Social Media
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- Key brand metrics
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- Figure 108: Key social media indicators of selected live entertainment brands, November 2014
- Online conversations
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- Figure 109: Online mentions, selected live entertainment brands, Nov. 10, 2013-Nov. 9, 2014
- Brand usage or awareness
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- Figure 110: Brand usage or awareness, September 2014
- Figure 111: Live Nation usage or awareness, by demographics, September 2014
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- Figure 112: Ticketmaster usage or awareness, by demographics, September 2014
- Figure 113: Eventbrite usage or awareness, by demographics, September 2014
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- Figure 114: Tickets.com usage or awareness, by demographics, September 2014
- Activities done
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- Figure 115: Activities done, September 2014
- Figure 116: Live Nation – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
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- Figure 117: Live Nation – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
- Figure 118: Live Nation – Activities done – I follow/like the brand on social media because, by demographics, September 2014
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- Figure 119: Live Nation – Activities done – I have researched the brand on social media to, by demographics, September 2014
- Figure 120: Ticketmaster – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
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- Figure 121: Ticketmaster – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
- Figure 122: Ticketmaster – Activities done – I follow/like the brand on social media because, by demographics, September 2014
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- Figure 123: Ticketmaster – Activities done – I have researched the brand on social media to, by demographics, September 2014
- Figure 124: Eventbrite – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
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- Figure 125: Eventbrite – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
- Figure 126: Tickets.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
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- Figure 127: Tickets.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
- Figure 128: Tickets.com – Activities done – I follow/like the brand on social media because, by demographics, September 2014
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- Figure 129: Tickets.com – Activities done – I have researched the brand on social media to, by demographics, September 2014
Appendix – Trade Associations
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