Live Entertainment - US - December 2014
“Even among consumers who are the most likely to attend live events, there is some frustration regarding the value they receive in exchange for what they pay. Therefore, increasing the perceived value of admission will likely drive engagement, while better targeting for specific types of promotions will help lead already engaged consumers to spend more.”
– Bryant Harland, Technology and Media Analyst
This report looks at the following areas:
- Consumer willingness to spend versus average ticket prices
- Event goers’ willingness to travel and interest in online streaming
- Creating a more engaging VIP experience
Mintel expects the live entertainment market to increase slightly from $28.1 billion in 2014 to $29.2 billion in 2019. Live music benefits from the highest rates of attendance, while many other segments have struggled to maintain engaged audiences.
This report explores how much consumers are willing to spend on average for admission as well as their interest in making other purchases during an event. Other topics covered in this report include: attitudes and opinions about the live event experience, factors that influence which events consumers go to, interest in various VIP admission benefits, and consumers’ preferred payment methods.
This report builds on the analysis presented in Mintel’s Live Entertainment – US, August 2012.
Live entertainment is defined as a form of entertainment that requires consumers to travel outside the home and purchase a ticket to attend. Online streaming is discussed as it relates to events that are performed for a live audience and may be streamed to online viewers as well.
For the purposes of this report, Mintel has defined live entertainment to focus on performing arts companies – musical groups and artists; theater companies and dinner theaters; dance companies; and other performing arts companies.
Sports are excluded from the market size and consumer data and are only discussed in relation to marketing strategies, innovations, and leading companies.
The market size included in this report differs from that in the previous report because it covers the full range of performing arts. Previously only selected forms of live entertainment were covered.
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