Table of Contents
Executive Summary
-
- Overview
- The issues
- Trust in distributors healthy for now
-
- Figure 1: Attitudes toward ticket distributors and resellers, by generation, October 2018
- Safety is top of mind
-
- Figure 2: Venue safety perceptions, by gender and age group, October 2018
- iGens are the sober homebody generation
- The opportunities
- Appetite for consumption
-
- Figure 3: Ancillary sales, any live event, by generation, October 2018
- Have show, will travel
-
- Figure 4: Willingness to travel for an event, by generation, income and location, October 2018
- Theatre attendance up among younger generations
-
- Figure 5: Stage event attendance by type and generation, October 2018
- What it means
The Market – What You Need to Know
-
- Music tops the charts
- The stage is set for younger audiences
- Cue nervous laughter
- Consumers looking forward to going out
- Experiences are still a goal
- Living for tonight
The Market
-
- Concerts
- Overall concert attendance remains steady
-
- Figure 6: Concert/music festival attendance, by age, 2014-18
- Last year set a record for ticket sales…
-
- Figure 7: Total tickets sold (top 100 North American concerts), 2000-17
- …and a record for ticket price…
-
- Figure 8: Average ticket price (top 100 North American concerts), 2000-17
- …and a record for sales revenue
-
- Figure 9: Concert industry ticket sales (top 100 North American concerts), 2000-17
- Music festivals
- Festival market remains strong
-
- Figure 10: Top grossing North American music festivals, 2017
- Live theatre
- Theatregoers are getting younger
-
- Figure 11: Live theatre/dance performance attendance, by age, 2014-18
-
- Figure 12: Total Broadway theatre attendance, in millions, 2013-17 seasons
- Figure 13: Total Broadway box office gross revenue, in billions, 2013-17 seasons
- Live comedy
-
- Figure 14: Comedy club attendance, by age, 2014-18
-
- Figure 15: Number of original stand-up specials distributed by Netflix, 2015-18
- Fan conventions
-
- Figure 16: Top five comic US comic and anime conventions, 2017
Market Factors
-
- DPI
-
- Figure 17: Disposable Personal Income change from previous period, January 2007-September 2018
- Eventgoing generations rosy on finances
-
- Figure 18: Financial outlook, February 2018
Market Perspective
-
- Millennials looking for experiences
-
- Figure 19: Millennial purchase priorities, March 2018
- Broadway sees youngest average audience since 2000
- Music Modernization Act improves royalties
- Timely search used for discovery
Current Trends – What You Need to Know
-
- New ticketing solutions
- Live theatre gets virtual
- Special attention to harassment
- Fest-fest
- Generation Homebody
- Sanctioned scalping
- Body and mind experiences
What’s Happening?
-
- Swift slows ticketing
- Artist-curated events
- AR hits the stage
- #MeToo brings an eye to policies
What’s Struggling?
-
- Oversaturation
- iGens staying home
- Conventions lag in safety policies
- Scalping
What’s Next?
-
- Virgin Fest has an eye toward the future
- Change in convention focus
- Feeling the music
- Feelings through music
- Peex piques interest in personalization
- DryGens
The Consumer – What You Need to Know
-
- Social is the best way to reach fans
- Trust in ticket sellers high, but direct purchase is most popular
- Food and drink will have to get creative
- Safety concerns
- Start looking to iGen concertgoers now
- Don’t overlook non-White comedy audiences
- Stage is set for younger fans
- Convention attendees have a strong identity
The Live Event Experience
-
- Discovery
- Social keeps fans in the loop
-
- Figure 20: Discovery of live events on social media, by generation, October 2018
- Higher income earners more passively connected
-
- Figure 21: Discovery method of live events, $75K+ income, October 2018
- Hispanics stay connected, Blacks form connections
-
- Figure 22: Discovery method of live events, by race, October 2018
- More event posting is done post-event
-
- Figure 23: Social media posting habits during and after live events, October 2018
- Ticketing
- People get tickets directly
-
- Figure 24: Ticket sources for live events, by event category, October 2018
- Trust in sellers high, though Boomers are suspicious
-
- Figure 25: Ticket sources for music events, by generation, October 2018
-
- Figure 26: Attitudes toward ticket distributors and resellers, by generation, October 2018
- Ancillary sales
- Millennials hunger for, at events
-
- Figure 27: Ancillary sales, any live event, by generation, October 2018
- Higher income attendees purchase less
-
- Figure 28: On-premise purchasing habits at live event categories, by income, October 2018
-
- Figure 29: Loyalty attitudes among live event attendees, by income, October 2018
- On-premise alcohol options
-
- Figure 30: AFH drink interest, top 5 drinks by drink-type drinkers, indexed against all consumers, January 2018
- Mementos no challenge to merchandise
-
- Figure 31: Merchandise purchasing among photo/video takers during events, by generation, October 2018
- Travel and logistics
- Half of eventgoers are willing to travel
-
- Figure 32: Willingness to travel for an event, by generation, income and location, October 2018
-
- Figure 33: Enterprise Rent-A-Car, Follow the Music email, July 2018
- Higher income fans seek out convenience
-
- Figure 34: Attitudes around event attendance, by household income, October 2018
- Safety
- Attendees don’t trust venues to keep them safe
-
- Figure 35: Venue safety perceptions, by gender and age group, October 2018
- Stuff-stealing a bigger concern than show-stealing
-
- Figure 36: Venue security perceptions, by generation, October 2018
Concerts and Music Festivals
-
- Make mine music
-
- Figure 37: Live event attendance, October 2018
- Millennials supporting concerts and festivals, for now
-
- Figure 38: Generational distribution of concert and music festival attendees, parental status of concert and music festival attendees, October 2018
- Live music is especially popular with Hispanics
-
- Figure 39: Concert and festival attendance, by race, October 2018
- Concertgoers go through distributors; festival attendees, the venue
-
- Figure 40: Ticket purchase methods, by event, October 2018
- Social sharing is more of an after-concert activity
-
- Figure 41: Social media posting behaviors of concertgoers, October 2018
Comedy Events
-
- Millennials need a laugh
-
- Figure 42: Generational distribution, comedy event attendees, October 2018
- Non-White attendance exploding
-
- Figure 43: Comedy event attendance, by race and Hispanic origin, October 2018
- Comedy groupies
-
- Figure 44: Attitudes about live events, comedy event and music event goers, October 2018
Stage Events
-
- Musical youth
-
- Figure 45: Stage event attendance by type and generation, October 2018
- Ballet and opera require democratizing
-
- Figure 46: Ballet and opera attendance, by age and income, October 2018
- Stage events need to get more social
-
- Figure 47: Sources of event discovery, by event type, October 2018
- Tickets through traditional means
-
- Figure 48: Live event ticket purchase outlets, by event type, October 2018
- Music means merch
-
- Figure 49: Merchandise buying behavior, by stage event, October 2018
- Though theatre doesn’t offer much with add-ons
-
- Figure 50: Ancillary purchases of live event goers, by event type, October 2018
-
- Figure 51: Interest in limited time menu items, by generation, July 2018
Next-Gen Events
-
- Conventions are interactive
-
- Figure 52: Social activities during live events, Next-Gen attendees vs all, October 2018
-
- Figure 53: Social activities after live events, Next-Gen attendees vs all, October 2018
- Next-Gen attendees see themselves in their events
-
- Figure 54: Opinions about live events, Next-Gen vs all, October 2018
- Merchandise is a priority for con attendees
-
- Figure 55: Event purchasing behavior, by event type, October 2018
Appendix – Data Sources and Abbreviations
-
- Data sources
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
-
-
- Figure 56: Concert/music festival attendance by age, 2014-18
- Figure 57: Live theatre/dance performance attendance by age, 2014-18
-
- Figure 58: Comedy club attendance by age, 2014-18
- Figure 59: Total Broadway theatre attendance, in thousands, 2014-17 seasons
- Figure 60: Total broadway box office gross revenue, in millions, 2013-2017 seasons
-
- Figure 61: Ticket data, top 100 North American tours, 2000-17
-
Back to top