2021
9
UK Attitudes towards Music and Cultural Events in a COVID-19 Era Market Report 2021
2021-07-06T04:09:41+01:00
OX1046027
2195
140055
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Report
en_GB
“Venues will benefit from pent-up demand from event-goers. However, livestreamed productions will remain a valuable and convenient post-pandemic asset, providing a way to engage with hardcore fans who want greater…

UK Attitudes towards Music and Cultural Events in a COVID-19 Era Market Report 2021

£ 2,195 (Excl.Tax)

Report Summary

The UK Attitudes Towards Music and Cultural Events In A COVID-19 Era report identifies consumer attitudes towards livestreaming, event attendance, and music events in the COVID era in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Music and Cultural Events market in the UK. 

Current Market Landscape 

After not being able to attend live music and cultural events in-person for so long, many consumers are eager to return to the live event scene. However, the impact of the COVID-19 pandemic on Music and Cultural Events has thrown livestreaming alternatives into the spotlight and some consumers are keen to continue to pay for livestreamed performances even once in-person attendance is possible again. 60% of those who are interested in paying to livestream a music concert or festival would be willing to pay more than £10, and 15% would even pay more than £30.

  • 38% of consumers attended music concerts and festivals before the pandemic, followed by performing arts (29%) and live comedy events (18%)
  • 34% of consumers are interested in paying to attend a music event in-person
  • 41% of consumers looking to attend music and cultural events want to make up for missed opportunities over the pandemic

Production companies, venues and theatres are among those worst affected by COVID-19 and have seen a significant decline in revenue due to closures throughout the pandemic. However, the crisis has also spurred on innovation within the livestreaming field, something which will put the industry in a stronger position to appeal to a wider audience in future.

Future Market Trends in UK B2B Economic Outlook

Even though the vaccination programme is looking promising and the industry is on route to recovery, many venues and event organisers face the risk of liquidation should the government impose further lockdowns or continue to enforce social distancing in the future.

Moving forward, operators can revolutionise the consumption of cultural events. They can respond to the growing consumer interest in new, stimulating and immersive experiences, offering livestreamed events in virtual reality direct to people’s homes, or at outdoor pop-ups for those craving outdoor leisure.

Read on to discover more details or take a look at all of our UK Finance market research.

Quickly understand

  • Participation in attending music and cultural events prior to COVID-19, and the future outlook.
  • Participation and future interest in livestreaming music and cultural events.
  • Amount consumers would be willing to pay to livestream music and cultural events at home.
  • Consumers’ motivations for attending events in-person and via livestream.
  • How consumers feel about the idea of attending events that require a vaccine passport or negative COVID-19 test.

Covered in this report

Venues: Royal Opera House, The Now Building, National Theatre, The Young Vic, Glastonbury, Boiler Room, O2, English National Ballet.

Expert analysis from a specialist in the field

This report, written by Narmada Sarvanantha, a leading analyst in the Leisure sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Venues will benefit from pent-up demand from event-goers. However, livestreamed productions will remain a valuable and convenient post-pandemic asset, providing a way to engage with hardcore fans who want greater access to their favourite artists/shows. Moving forward, operators can revolutionise the consumption of cultural events. They can respond to the growing consumer interest in immersive experiences, offering livestreamed events in virtual reality direct to people’s homes, or at outdoor pop-up events.
Narmada Sarvanantha
Leisure Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: Market context
    • Economic and other assumptions
    • Covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on music and cultural events
      • Figure 1: Short, medium and long-term impact of COVID-19 on the music and cultural events sector, April 2021
    • The market
    • Cultural events are in need of financial support to recover
    • Decline in footfall poses major threat to cultural events industries
    • Live events have an opportunity to cash in
      • Figure 3: Financial priorities when COVID-19 is no longer a concern, 2021
    • Companies and brands
    • Venues stimulate consumers with a ‘sense of the intense’
    • Livestreaming is a long-term investment for cultural events
    • Venues prepare to host live events
    • The consumer
    • More than half of UK adults attended live music and cultural events before COVID-19
      • Figure 2: Events consumers paid to attend before the COVID-19 outbreak, 2021
    • Livestreaming can be more than just an interim revenue stream
      • Figure 3: Events consumers watched via livestream before and since the start of the COVID-19 outbreak, 2021
    • A third of consumers would pay to see an in-person music concert
      • Figure 4: Consumer interest in events after the COVID-19 outbreak, 2021
      • Figure 5: Consumer interest in paid cultural events before, during and after the COVID-19 outbreak, 2021
    • Majority of paid livestreamers willing to pay more than £10
      • Figure 6: Amount consumers are willing to pay for livestreamed events, 2021
    • Half of livestreamers want to do so to avoid crowds
      • Figure 7: Reasons for paying to livestream cultural events, 2021
    • Consumers keen to reconnect with artists and enjoy the live event experience again
      • Figure 8: Reasons for paying to attend in-person music or cultural events, 2021
    • Three quarters of consumers are happy to take COVID test to gain access to in-person events
      • Figure 9: Consumers’ attitudes towards events, 2021
  3. Issues and Insights

    • Decline in footfall poses major threat to cultural events industries…
    • …boosting the need for collaboration
    • Livestreaming can be more than just an interim revenue stream
  4. The Market – Key Takeaways

    • Cultural events are in need of financial support to recover
    • Decline in footfall poses major threat to cultural events industries
    • Live events have an opportunity to cash in
  5. Market Background

    • Cultural events are in need of financial support to recover
    • Cultural Recovery Fund further boosted to support cultural events
    • Music industry calls for a government-backed insurance scheme
    • Some consumers have built up savings during the pandemic…
    • …and live events have an opportunity to cash in
      • Figure 10: Financial priorities when COVID-19 is no longer a concern, 2021
    • Decline in footfall poses major threat to cultural events industries
    • Theatres will benefit from older consumers’ strong financial position
      • Figure 11: Consumers’ financial situation, by age, 2021
    • Companies are continuing to make cultural events more accessible via livestreaming…
    • …but are challenged to make it more reliable
  6. Companies and Brands – Key Takeaways

    • Venues stimulate consumers with a ‘sense of the intense’
    • Livestreaming is a long-term investment for cultural events
    • Venues prepare to host live events
  7. Launch Activity and Innovation

    • Venues stimulate consumers with a ‘sense of the intense’
    • Royal Opera House introduces VR experience
    • Immersive live events venue set to open in London
    • Livestreaming is a long-term investment for cultural events
    • Royal Opera House
    • The Young Vic Theatre
    • National Theatre
    • Pernod Ricard and Boiler Room collaborate to host global virtual music event
    • Venues prepare to host live events
    • Glastonbury expected to host day event in September
    • O2 set to hold full-capacity gigs
    • Comedy performance straight after lockdown lifted
    • English National Ballet is back on stage
    • Venues have started campaigning
    • London theatre industry celebrates reopening
    • Campaigns promoting safe reopening of live events
  8. The Consumer – Key Takeaways

    • The COVID-19 pandemic has led consumers to conclude ‘experience is all’
    • Younger consumers have a keen appetite for in-person events
    • Livestreaming can be more than just an interim revenue stream
  9. Impact of COVID-19 on Consumer Behaviour

    • The COVID-19 pandemic has led consumers to conclude ‘experience is all’
    • Younger consumers have a keen appetite for in-person events
      • Figure 12: Consumers’ interest in in-person events, by age, 2021
    • Many consumers are hesitant to return to crowded venues
      • Figure 13: Level of consumer comfort doing leisure activities, 2021
  10. Attending Events In-person pre-COVID-19

    • More than half of UK adults attended live music and cultural events before COVID-19
      • Figure 14: Events consumers paid to attend before the COVID-19 outbreak, 2021
    • Music events held broad appeal but young consumers show the greatest interest in returning
      • Figure 15: Events consumers paid to attend in-person before the COVID-19 outbreak, by age, 2021
  11. Livestreaming Events before and during COVID-19

    • Livestreaming can be more than just an interim revenue stream
      • Figure 16: Events consumers watched via livestream before and since the start of the COVID-19 outbreak, 2021
    • Paid livestreams are popular among a quarter of 16-24s
      • Figure 17: Consumers who paid for livestreamed events since the start of the pandemic, by age, 2021
  12. Future Interest in Cultural Events

    • A third of consumers would pay to see an in-person music concert
      • Figure 18: Consumer interest in events after the COVID-19 outbreak, 2021
      • Figure 19: Consumer interest in paid cultural events before, during and after the COVID-19 outbreak, 2021
    • Opportunity for theatre companies to collaborate with restaurants
    • Nearly a fifth of consumers are interested in paying to livestream events
  13. Willingness to Pay for Livestreamed Events

    • Majority of paid livestreamers willing to pay more than £10
      • Figure 20: Amount consumers are willing to pay for livestreamed events, 2021
    • Livestreamed performing arts events can justify a bigger price tag
    • Stand-up comedy: streaming the jokes to your living room
  14. Motivations for Livestreaming Events

    • Half of livestreamers want to do so to avoid crowds
      • Figure 21: Reasons for paying to livestream cultural events, 2021
    • Two thirds of livestreamers aged 45+ are influenced by a need to avoid crowds
      • Figure 22: Reasons for paying to livestream cultural events, by age, 2021
  15. Motivations for Attending Events In-person

    • Consumers keen to reconnect with artists and enjoy the live event experience again
      • Figure 23: Reasons for paying to attend in-person music or cultural events, 2021
    • Younger consumers are a key target market, keen to try something new
      • Figure 24: Reasons for paying to attend in-person music or cultural events, by age, 2021
  16. Attitudes towards Events and the Impact of COVID-19

    • Three quarters of consumers are happy to take COVID test to gain access to in-person events.
      • Figure 25: Consumers’ attitudes towards events, 2021
    • Over a third of event-goers would pay to livestream an event at the cinema
    • Opportunity to invest in consumer interest in livestreaming and virtual reality – CHAID analysis
      • Figure 26: Music and cultural event behaviours – CHAID – Tree output, 2021
  17. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
    • CHAID analysis methodology
      • Figure 27: Music and cultural event behaviours – CHAID – Table output, April 2021

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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