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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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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Terms
                • Executive Summary

                  • Overview
                    • The market
                      • 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
                          • 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
                          • 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
                          • Figure 4: Intent to attend live events in the next 12 months, September 2014
                        • High general admission spending correlates with higher VIP spending
                          • Figure 5: Spending on VIP admission (mean) by spending on general admission, September 2014
                        • What we think
                        • Issues and Insights

                            • 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

                                                • Trend: Sense of the Intense
                                                  • Trend: Click and Connect
                                                    • Trend: Prove It
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Live entertainment market in danger of continued stagnation
                                                          • Figure 6: US revenues and forecast for live entertainment, at current prices, 2009-19
                                                          • Figure 7: US revenues and forecast for live entertainment, at inflation-adjusted prices, 2009-19
                                                        • Fan chart forecast
                                                            • Figure 8: Total US revenues and fan chart forecast for live entertainment, at current prices, 2009-19
                                                        • Market Drivers

                                                          • Key points
                                                            • The growth of independent performers
                                                              • Lack of new talent could hurt long-term revenue for live music
                                                              • Leading Companies

                                                                • Key points
                                                                  • Live Nation Entertainment
                                                                    • Ticketmaster
                                                                      • Eventbrite
                                                                        • AEG Live*
                                                                        • Innovations and Innovators

                                                                          • Online streaming, virtual reality bring live entertainment to the consumer
                                                                          • Marketing Strategies

                                                                            • Predictive analytics: Could there be a recommendation engine for live entertainment?
                                                                              • Strategy: Location-based targeting
                                                                              • Social Media

                                                                                  • Key points
                                                                                    • Market overview
                                                                                      • Key social media metrics
                                                                                        • Figure 9: Key performance indicators, selected live entertainment brands, Nov. 10, 2013-Nov. 9, 2014
                                                                                      • Brand usage and awareness
                                                                                        • Figure 10: Brand usage and awareness of live entertainment brands, September 2014
                                                                                      • Interaction with brands
                                                                                        • 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
                                                                                                  • Figure 12: Online mentions, selected live entertainment brands, Nov. 10, 2013-Nov. 9, 2014
                                                                                                • What are people talking about online?
                                                                                                  • Figure 13: Mentions by topic of conversation, selected live entertainment brands, Nov. 10, 2013-Nov. 9, 2014
                                                                                              • Live Event Attendance and Interest

                                                                                                • Key points
                                                                                                  • Overview of events attended in the last 12 months
                                                                                                    • Figure 14: Live event attendance – attended in the past 12 months, September 2014
                                                                                                  • Nearly half of consumers 65+ reported going to live events
                                                                                                    • 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
                                                                                                    • Figure 16: Live event attendance – attended any event in the past 12 months, by parents with children, September 2014
                                                                                                    • 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
                                                                                                    • Figure 18: Live event attendance – did not attend but wanted to, by gender and age, September 2014
                                                                                                • Consumers’ Planned Live Event Attendance

                                                                                                  • Key points
                                                                                                    • Majority of Millennial dads plan to attend more events in the next year
                                                                                                        • 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
                                                                                                        • Figure 20: Intent to attend live events, by willingness to spend on general admission, September 2014
                                                                                                    • Consumer Spending on General and VIP Admission

                                                                                                      • Key points
                                                                                                        • Consumers’ willingness to spend on general and VIP admission tickets
                                                                                                          • Figure 21: Spending on general and VIP admission (mean), by gender and age, September 2014
                                                                                                          • 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
                                                                                                            • Figure 23: Spending on VIP admission (mean) by spending on general admission, September 2014
                                                                                                          • Frequent social media users willing to spend more on admission
                                                                                                              • Figure 24: Spending on general and VIP admission (mean), by visits social media websites at least once per day, September 2014
                                                                                                              • 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
                                                                                                                    • Figure 26: Interest in VIP benefits – any rank, by gender and age, September 2014
                                                                                                                  • Five-person households show elevated interest in hotel packages
                                                                                                                      • Figure 27: Interest in VIP benefits – any rank, by household size, September 2014
                                                                                                                  • Key Influencers for Live Event Engagement

                                                                                                                    • Key points
                                                                                                                      • Familiarity with performers is a top motivation for attendees
                                                                                                                        • Figure 28: Attitudes and Opinions Regarding Live Entertainment, by gender and Age, September 2014
                                                                                                                      • Millennial dads a key target for unfamiliar performers
                                                                                                                        • Figure 29: Attitudes and opinions regarding live entertainment, by Millennial parents, September 2014
                                                                                                                      • Higher general admission spenders more active on social media
                                                                                                                        • Figure 30: Attitudes and opinions regarding live entertainment, by spending on general admission, September 2014
                                                                                                                    • Consumers’ Spending During Live Events

                                                                                                                      • Key points
                                                                                                                        • Nearly one third of event goers say admission is too expensive
                                                                                                                            • Figure 31: Spending habits during live events, by household income, September 2014
                                                                                                                          • Many consumers want to know where their money goes
                                                                                                                              • 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
                                                                                                                                • Figure 33: Spending habits during live events, by age, September 2014
                                                                                                                            • Consumers’ Preferred Payment Methods

                                                                                                                              • Key points
                                                                                                                                • Payment methods consumers are willing to use
                                                                                                                                  • Figure 34: Willingness to use payment methods for tickets, September 2014
                                                                                                                                • Consumers’ most preferred payment methods
                                                                                                                                    • 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
                                                                                                                                      • Figure 36: Preferred payment methods for tickets – I have never used this, by gender and age, September 2014
                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                    • Key points
                                                                                                                                      • Hispanics willing to spend more on admission than non-Hispanics
                                                                                                                                        • 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
                                                                                                                                        • Figure 38: attitudes and opinions regarding live entertainment, by Race/Hispanic Origin, September 2014
                                                                                                                                      • Hispanics showcase a high degree of interest in live entertainment
                                                                                                                                        • 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

                                                                                                                                      • Key points
                                                                                                                                        • Young men show interest in a variety of different event categories
                                                                                                                                          • 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
                                                                                                                                          • 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
                                                                                                                                          • Figure 42: Repertoire of live events attended in the past 12 months, by presence of children in household, September 2014
                                                                                                                                      • CHAID Analysis

                                                                                                                                        • Methodology
                                                                                                                                          • Consumers who love the live event atmosphere are more likely to buy food and drink
                                                                                                                                            • Figure 43: Food and Drink Purchases from Venue– CHAID – Tree output, September 2014
                                                                                                                                            • Figure 44: Food and Drink Purchases from Venue – CHAID – Table output, September 2014
                                                                                                                                          • Moms and dads: Avid live entertainment goers
                                                                                                                                            • Figure 45: Attend more live events– CHAID – Tree output, September 2014
                                                                                                                                            • Figure 46: Attend more live events– CHAID – Tree output, September 2014
                                                                                                                                            • Figure 47: attend more live events – CHAID – Table output, September 2014
                                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                                          • Live event attendance in the last 12 months
                                                                                                                                            • Figure 48: Types of live events attended in the past 12 months – Attended in the past 12 months, by gender and age, September 2014
                                                                                                                                            • Figure 49: Types of live events attended in the past 12 months – Attended in the past 12 months, by household income, September 2014
                                                                                                                                            • Figure 50: Types of live events attended in the past 12 months – Attended in the past 12 months, by race/Hispanic origin, September 2014
                                                                                                                                            • Figure 51: Types of live events attended in the past 12 months – Attended in the past 12 months, by household size, September 2014
                                                                                                                                            • Figure 52: Types of live events attended in the past 12 months – Attended in the past 12 months, by Millennial parents, September 2014
                                                                                                                                            • Figure 53: Types of live events attended in the past 12 months – Attended in the past 12 months, Generation X Parents, September 2014
                                                                                                                                            • Figure 54: Types of live events attended in the past 12 months – Attended in the past 12 months, by Baby Boomer parents, September 2014
                                                                                                                                            • 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
                                                                                                                                            • 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
                                                                                                                                            • Figure 57: Intent to attend live events in the next 12 months, by gender and age, September 2014
                                                                                                                                            • Figure 58: Intent to attend live events in the next 12 months, by household income, September 2014
                                                                                                                                            • Figure 59: Intent to attend live events in the next 12 months, by race/Hispanic origin, September 2014
                                                                                                                                            • Figure 60: Intent to attend live events in the next 12 months, by household size, September 2014
                                                                                                                                            • Figure 61: Intent to attend live events in the next 12 months, by Millennial parents, September 2014
                                                                                                                                            • Figure 62: Intent to attend live events in the next 12 months, by Generation X parents, September 2014
                                                                                                                                            • Figure 63: Intent to attend live events in the next 12 months, by Baby Boomer parents, September 2014
                                                                                                                                          • Willingness to spend on admission (mean)
                                                                                                                                            • Figure 64: Spending on general and VIP admission (mean), by household income, September 2014
                                                                                                                                            • Figure 65: Spending on general and VIP admission (mean), by household size, September 2014
                                                                                                                                            • Figure 66: Spending on general and VIP admission (mean), by parents with children in household, September 2014
                                                                                                                                          • Willingness to spend on admission (price ranges)
                                                                                                                                            • Figure 67: Spending on general and VIP admission, by gender and age, September 2014
                                                                                                                                            • Figure 68: Spending on general and VIP admission, by household income, September 2014
                                                                                                                                            • Figure 69: Spending on general and VIP admission, by household size, September 2014
                                                                                                                                            • Figure 70: Spending on general and VIP admission, by parents with children, September 2014
                                                                                                                                            • Figure 71: Spending on general and VIP admission, by race/Hispanic origin, September 2014
                                                                                                                                          • Willingness to spend on admission (cross-analysis)
                                                                                                                                            • Figure 72: Spending on VIP admission by spending on general admission, September 2014
                                                                                                                                            • Figure 73: Spending on general admission, by spending on VIP admission, September 2014
                                                                                                                                            • Figure 74: Spending on VIP admission (mean), by spending on general admission, September 2014
                                                                                                                                            • Figure 75: Spending on general and VIP admission (mean), by live events attended, September 2014
                                                                                                                                            • Figure 76: Spending on general and VIP ADMISSION (mean), by live events attended, September 2014 (continued)
                                                                                                                                            • Figure 77: Spending on general and VIP admission (mean), by intent to attend live events in the next 12 months, September 2014
                                                                                                                                            • Figure 78: Spending on General and VIP admission (mean), by visits websites at least once per day, September 2014
                                                                                                                                            • Figure 79: Spending on general and VIP admission (mean), by visits websites at least once per day, September 2014 (continued)
                                                                                                                                          • Interest in VIP benefits
                                                                                                                                            • Figure 80: Interest in VIP benefits – Any rank, by age, September 2014
                                                                                                                                            • Figure 81: Interest in VIP benefits – Any rank, by household income, September 2014
                                                                                                                                            • Figure 82: Interest in VIP benefits – Any rank, by race/Hispanic origin, September 2014
                                                                                                                                          • Interest in VIP benefits (cross-analysis)
                                                                                                                                            • Figure 83: Interest in VIP benefits – Any rank, by spending on VIP admission, September 2014
                                                                                                                                            • Figure 84: Interest in VIP benefits – Any rank, by spending habits during live events, September 2014
                                                                                                                                            • Figure 85: Interest in VIP benefits – Any rank, by spending habits during live events, September 2014 (continued)
                                                                                                                                          • Attitudes and opinions regarding live entertainment
                                                                                                                                            • Figure 86: Attitudes and opinions regarding live entertainment, by household income, September 2014
                                                                                                                                            • Figure 87: Attitudes and opinions regarding live entertainment, by household size, September 2014
                                                                                                                                            • Figure 88: Attitudes and opinions regarding live entertainment, by Generation X parents, September 2014
                                                                                                                                            • Figure 89: Attitudes and opinions regarding live entertainment, by Baby Boomer parents, September 2014
                                                                                                                                            • Figure 90: Attitudes and opinions regarding live entertainment, by visits social media websites at least once per day, September 2014
                                                                                                                                            • 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
                                                                                                                                            • Figure 92: Spending habits during live events, by gender and age, September 2014
                                                                                                                                            • Figure 93: Spending habits during live events, by race/Hispanic origin, September 2014
                                                                                                                                            • Figure 94: Spending habits during live events, by household size, September 2014
                                                                                                                                            • Figure 95: Spending habits during live events, by parents with children in household, September 2014
                                                                                                                                            • Figure 96: Spending habits during live events, by spending on general admission, September 2014
                                                                                                                                          • Preferred payment methods for admission
                                                                                                                                            • Figure 97: Preferred payment methods for tickets – Willing to use, by gender and age, September 2014
                                                                                                                                            • Figure 98: Preferred payment methods for tickets – I most prefer this, by household income, September 2014
                                                                                                                                            • Figure 99: Preferred payment methods for tickets – I most prefer this, by race/Hispanic origin, September 2014
                                                                                                                                          • Repertoire analysis of live event attendance
                                                                                                                                            • Figure 100: Repertoire of live events attended in the past 12 months, by household income, September 2014
                                                                                                                                            • 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
                                                                                                                                            • 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
                                                                                                                                            • Figure 103: Spending on general and VIP admission (mean), by repertoire of types of live events attended in the past 12 months, September 2014
                                                                                                                                            • Figure 104: Spending on general and VIP admission, by repertoire of types of live events attended in the past 12 months, September 2014
                                                                                                                                            • Figure 105: Interest in VIP benefits – Any rank, by repertoire of types of live events attended in the past 12 months, September 2014
                                                                                                                                            • Figure 106: Attitudes and opinions regarding live entertainment, by repertoire of types of live events attended in the past 12 months, September 2014
                                                                                                                                            • 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

                                                                                                                                          • Key brand metrics
                                                                                                                                            • Figure 108: Key social media indicators of selected live entertainment brands, November 2014
                                                                                                                                          • Online conversations
                                                                                                                                            • Figure 109: Online mentions, selected live entertainment brands, Nov. 10, 2013-Nov. 9, 2014
                                                                                                                                          • Brand usage or awareness
                                                                                                                                            • Figure 110: Brand usage or awareness, September 2014
                                                                                                                                            • Figure 111: Live Nation usage or awareness, by demographics, September 2014
                                                                                                                                            • Figure 112: Ticketmaster usage or awareness, by demographics, September 2014
                                                                                                                                            • Figure 113: Eventbrite usage or awareness, by demographics, September 2014
                                                                                                                                            • Figure 114: Tickets.com usage or awareness, by demographics, September 2014
                                                                                                                                          • Activities done
                                                                                                                                            • 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
                                                                                                                                            • 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
                                                                                                                                            • 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
                                                                                                                                            • 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
                                                                                                                                            • 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
                                                                                                                                            • 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
                                                                                                                                            • 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
                                                                                                                                            • Figure 129: Tickets.com – Activities done – I have researched the brand on social media to, by demographics, September 2014
                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                          Companies Covered

                                                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                                                          Live Entertainment - US - December 2014

                                                                                                                                          £3,277.28 (Excl.Tax)