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Music Concerts and Festivals - US - December 2017

The concert and music festival industry continues on its upward trajectory, as the number of tickets sold grows, ticket prices increase, and events regularly sell out. The success of the live music industry will likely endure as young adults, a core audience, grow their income and the economy remains strong. However, as artists play in bigger venues with more expensive tickets and issues persist with the ticket purchase process, potential or recent attendees may be dissuaded to attend more live music events in the future.

This report looks at the following areas:

  • Ticket purchase issues and sold out events may impede increased attendance
  • Advanced ticket purchases can lead to attendance issues down the road
  • Attendees most likely to learn about concerts/music festivals from friends and family

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Concert and music festival attendance, October 2017
        • The issues
          • Ticket purchase issues and sold out events may impede increased attendance
            • Figure 2: Attitudes toward music concerts and festivals tickets, October 2017
          • Advanced ticket purchases can lead to attendance issues down the road
            • Figure 3: When tickets are purchased and attitudes toward music concerts and festivals tickets, by age, October 2017
          • Attendees most likely to learn about concerts/music festivals from friends and family
            • Figure 4: Source of awareness, October 2017
          • The opportunities
            • Social sharing and tech can boost interest and improve experience
              • Figure 5: Second screen while at events, by age, October 2017
            • Rewarding loyal fans with intimate or surprise shows
              • Figure 6: Attitudes about music concerts and festivals, venues, and music knowledge, October 2017
            • Livestreaming live music events as way to offset increasing ticket prices
              • Figure 7: Sources of awareness and second screen while at events (livestreamed), October 2017
            • What it means
            • The Market – What You Need to Know

              • Ticket sales continue to grow
                • Experience-hungry consumers and strong economy benefit live music
                  • So many options: concerts, comedy shows, theater, and more
                  • The Market

                    • Concerts
                      • Concert attendance remains steady over time
                        • Figure 8: Concert/music festival attendance, by age, 2013-17
                      • North American concert tickets continue YOY growth…
                        • Figure 9: Total tickets sold (top 100 North America concerts), 2000-16
                      • …and along with rising ticket prices…
                        • Figure 10: Average ticket price (top 100 North American concerts), 2000-16
                      • …industry ticket sales continue to rise
                        • Figure 11: Concert industry ticket sales (top 100 North America concerts), 2000-16
                      • Music Festivals
                        • Top Music Festivals in the US
                          • Figure 12: Popular US Music festivals - Multiple day general admission and VIP ticket prices, 2017
                      • Market Factors

                        • Entertainment and experiences are popular ways to spend extra money
                          • Figure 13: How extra money is spent – experience items, January 2017
                      • Market Perspective

                        • Concerts/music festivals compete with other live entertainment options
                          • Figure 14: "Be There When It Happens" - Hamilton Broadway (Radio Commercial), July 2, 2015
                        • Social media can fuel interest in future attendance for non-attendees
                        • Key Trends – What You Need to Know

                          • Demand for a fair ticket purchase process
                            • Striking a balance between authenticity and commercialization
                              • Artists demonstrate their clout and control the live music experience
                                • Technology may tempt non-attendance but can also boost interest
                                • What’s Happening?

                                  • Brands reach outside an event’s walls (or fences)
                                    • Figure 15: Bud Light limited edition Chicago-Themed Bottle, Summer 2017
                                    • Figure 16: H&M Loves Coachella, March 2016
                                  • Credit card users benefit from access to presales
                                    • Wristbands today are the credit cards of yesterday
                                      • Figure 17: RFID - Festival Wristband Instructions, December 14, 2015
                                    • Surprise shows reward fans who remain engaged
                                      • Figure 18: Foo Fighters tweet, August 1, 2017
                                  • What to Watch

                                    • Ticket purchase issues makes attendance a challenge
                                      • Safety issues continue to cause concern for live entertainment
                                        • Festival newcomers may hesitate after epic festival failure
                                          • Figure 19: Announcing Fyre Festival, January 2017
                                        • Verified Fan systems reward loyal fans, don’t they?
                                          • Figure 20: Taylor Swift Tix℠ powered by Ticketmaster Verified Fan®, August 2017
                                        • Artists controlling the live music experience
                                        • What’s Next?

                                          • Music festivals expand beyond the stage with their own restaurants
                                            • Figure 21: The Riot Feast, June 8, 2017
                                          • Virtual reality can augment and amplify the experience
                                            • Livestreaming concerts and festivals through commercials
                                            • The Consumer – What You Need to Know

                                              • Young adults drive live music industry and are eager to attend more
                                                • Direct ticket purchases and personal information sources are preferred
                                                  • Experiences are commemorated with physical items and social posts
                                                  • Concert and Music Festival Attendees

                                                      • Nearly half of adults attended a concert in the last year
                                                        • Figure 22: Concert attendance, by number of concerts attended, October 2017
                                                      • One in five adults attended a music festival in the last year
                                                          • Figure 23: Music festival attendance, October 2017
                                                        • Concert/music festival goers are one and the same
                                                          • Figure 24: Concert and music festival attendance, by key demographics, October 2017
                                                        • Past year attendees vary in their live music show types and habits
                                                          • Figure 25: Concert and music festival attendance, by music concert and festival segments, October 2017
                                                      • Music Concert and Festival Attendee Segmentation

                                                          • Not all past year attendees are created equal
                                                            • Captured opportunity: Hardcore Fans
                                                              • Secondary opportunities: Informed Concerters and Social Budgeters
                                                                • Tertiary opportunities: Disengaged Procrastinators and Disinterested Affluents
                                                                  • Figure 26: Music Concert and festival segments, October 2017
                                                                  • Figure 27: Attitudes toward music concerts and festivals, by music Concert and festival segments, October 2017
                                                                • Hardcore Fans (27%)
                                                                  • Who are they?
                                                                    • Verdict
                                                                      • Figure 28: Profile of Hardcore Fans, October 2017
                                                                    • Informed Concerters (16%)
                                                                      • Who are they?
                                                                        • Verdict
                                                                          • Figure 29: Profile of Informed Concerters, October 2017
                                                                        • Social Budgeters (18%)
                                                                          • Who are they?
                                                                            • Verdict
                                                                              • Figure 30: Profile of Social Budgeters, October 2017
                                                                            • Disengaged Procrastinators (19%)
                                                                              • Who are they?
                                                                                • Verdict
                                                                                  • Figure 31: Profile of Disengaged Procrastinators, October 2017
                                                                                • Disinterested Affluents (19%)
                                                                                  • Who are they?
                                                                                    • Verdict
                                                                                      • Figure 32: Profile of Disinterested Affluents, October 2017
                                                                                  • Sources of Awareness

                                                                                      • Social media and personal sources are main drivers for awareness
                                                                                        • Figure 33: Source of awareness, October 2017
                                                                                      • Social media pops for young adults
                                                                                        • Figure 34: The Swift Life™ – First Look, October 11, 2017
                                                                                        • Figure 35: Source of awareness – social media items, by age, October 2017
                                                                                      • Email newsletters provide opportunity to connect with older adults
                                                                                        • Figure 36: Source of awareness – online items, by age, October 2017
                                                                                      • Hardcore Fans use wide range of media to learn about live music events
                                                                                        • Figure 37: Source of awareness, by music concert and festival segments, October 2017
                                                                                    • Where and When Tickets Are Purchased

                                                                                        • 45% of past year attendees buy directly through ticket distributors
                                                                                          • Figure 38: Where tickets are purchased, October 2017
                                                                                        • Majority of attendees buy their tickets months in advance of event
                                                                                          • Advanced purchase provides event organizers the chance to connect…
                                                                                            • …but not all can plan far out in the future
                                                                                              • Figure 39: When tickets are purchased, October 2017
                                                                                            • Social Budgeters benefit most from messaging about ticket sale dates
                                                                                              • Figure 40: Where tickets are purchased, by music concert and festival segments, October 2017
                                                                                          • Ticket and Attendance Behaviors

                                                                                              • Increased attendance will hinge on feasible prices and economic state
                                                                                                • Alerts and refund policies can boost trust and reduce concern
                                                                                                  • Figure 41: Attendance and purchase habits - Ticket and attendance items, October 2017
                                                                                                • 18-34 year-olds anticipate attending more live music events next year
                                                                                                  • Payment plans can prompt increased attendance
                                                                                                    • Figure 42: Attendance and purchase habits - attendance in the next year, by age and household income, October 2017
                                                                                                  • Ticket resale most common among Hardcore Fans
                                                                                                    • Figure 43: Music concert and festival behaviors – select items, by music concert and festival segments, October 2017
                                                                                                • At-event Purchases

                                                                                                    • Beyond the music, food and drink options are important
                                                                                                        • Figure 44: Attendance purchase habits – food, drink, and merchandise items, October 2017
                                                                                                      • Merchandise purchases more correlated with income than age
                                                                                                          • Figure 45: Attendance purchase habits – merchandise, by household income, October 2017
                                                                                                        • Opportunity segments plan to attend more, but not all spend at events
                                                                                                          • Figure 46: Attendance purchase habits – select items, by music concert and festival segments, October 2017
                                                                                                      • Second Screen While at Events

                                                                                                          • Nearly four in five attendees use tech at concerts or music festivals
                                                                                                              • Figure 47: Second screen while at events, October 2017
                                                                                                            • For 18-34s, pictures and videos today may be the t-shirts of the past
                                                                                                              • Figure 48: Second screen while at events – select items, by age, October 2017
                                                                                                            • Opportunity segments share their experience on social media
                                                                                                              • Figure 49: Second screen while at events, by music concert and festival segments, October 2017
                                                                                                          • Attitudes toward the Ticket Purchase Process

                                                                                                              • Price and availability may put a damper on future attendance
                                                                                                                • Ticket distributors can be more transparent and flexible with payments
                                                                                                                  • Figure 50: Attitudes toward music concerts and festivals – Ticket items, October 2017
                                                                                                                • Ticket availability concerns are highest among core attendees
                                                                                                                  • Figure 51: Attitudes toward music concerts and festivals – select ticket items, by age, October 2017
                                                                                                                • Resale ticket purchasers are willing to pay more for their tickets
                                                                                                                  • Figure 52: Attitudes toward music concerts and festivals – select ticket items, by where tickets are purchased, October 2017
                                                                                                                • Hardcore Fans’ passion impacts their willingness to pay more for tickets
                                                                                                                  • Figure 53: Attitudes toward music concerts and festivals, by Hardcore Fans and Social Budgeters, October 2017
                                                                                                              • Attitudes toward Venues, Artists, and Music Awareness

                                                                                                                  • Venue size matters but not as much as the lineup/artists
                                                                                                                    • Half of past year attendees feel more informed than friends about music
                                                                                                                      • Figure 54: Attitudes about music concerts and festivals – venue and artist, October 2017
                                                                                                                    • Young adults’ passion for music runs far and deep…
                                                                                                                      • Figure 55: Attitudes about music concerts and festivals – select items, by age, October 2017
                                                                                                                    • …and may provide them with “bragging rights”
                                                                                                                      • Figure 56: Attitudes about music concerts and festivals – knowledge items, by age, October 2017
                                                                                                                    • Smaller venues matter most to affluent consumers
                                                                                                                      • Figure 57: Attitudes about music concerts and festivals – venue size item, by household income, October 2017
                                                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                                                    • Data sources
                                                                                                                      • Consumer survey data
                                                                                                                        • Consumer qualitative research
                                                                                                                          • Direct marketing creative
                                                                                                                            • Abbreviations and terms
                                                                                                                              • Abbreviations
                                                                                                                                • Terms
                                                                                                                                • Appendix – The Market

                                                                                                                                    • Figure 58: Concert/music festival attendance, by age, 2013-17
                                                                                                                                    • Figure 59: Popular US Music festivals - Multiple day general admission and VIP ticket prices, 2017

                                                                                                                                Music Concerts and Festivals - US - December 2017

                                                                                                                                US $4,395.00 (Excl.Tax)