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Live Entertainment - US - December 2014

Published By :

Mintel

Published Date : Dec 2014

Category :

Lifestyle

No. of Pages : 177 Pages

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.
Table of Content

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

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