What kind of performance tickets are most in demand? Who loves watching shows the most? The big data released yesterday goes like this
From July 1st to August 31st, the national performance audience was 32.5619 million, an increase of 806.70% compared to the same period last year. The box office revenue of the performance was 10.277 billion yuan, an increase of 792.41% compared to the same period last year... On September 12th, Lighthouse Professional released the "2023 Summer Performance Market Data Report", which showed a comprehensive outbreak of the performance market, and the upcoming National Day festival is expected to continue this trend.
The number of viewers increased by 8 times during the same period
The market showed a strong supply-demand relationship, with 110200 sessions from July 1 to August 31, 2023, an increase of 301.53% compared to the same period last year. Various large-scale concerts, music festivals, etc. not only enrich the content supply of performance market consumption, but also significantly drive the growth of regional tourism market through cross city viewing consumption.
Concerts and music festivals are still the main categories for cross city performances, with over 60% of cross city users; The most significant increase in cross city consumption in the theater category has been from 38.3% in the past three years to 49.6%. The proportion of cross city users in Livehouse, professional theaters, and leisure exhibition performances has significantly exceeded the same period in 2019, indicating that after market recovery, user liquidity has increased and cross city viewing enthusiasm has increased.
After market recovery, user liquidity has increased and enthusiasm for cross city viewing has increased
The hot performance market is driving the development of offline social interaction, and the willingness to watch large-scale performances together is increasing. More than 50% of users choose to watch large-scale performances such as theaters and concerts in groups, which is higher than the proportion of single ticket purchases, reflecting the importance of shared experience and collective participation in large-scale performance activities. More than 70% of users choose a single ticket when purchasing a Livehouse performance, which complements each other.
Compared to the ticketing behavior in the past three years, the proportion of users who purchased tickets 30 days in advance has significantly increased, with concert and music festival users reaching 46.2% and 29.4% respectively, which also reflects the booming trend of the performance market.
Everyone is willing to buy tickets early again
The report shows that concert and music festival users purchase tickets the earliest, with over 70% of users purchasing tickets more than 15 days before the performance; More than 50% of Livehouse users purchase tickets at least 15 days before the start of the show. Relatively speaking, exhibition and leisure audiences are more inclined to purchase tickets before the exhibition, with over 60% of viewers purchasing tickets within 48 hours before the exhibition.
Which shows are the most popular
There is a significant difference in ticket prices among different types of performances. The ticket prices for large-scale performances such as concerts are generally high, with over 80% of users choosing a ticket price of over 500 yuan; However, the ticket prices for Livehouse and music festivals are relatively low, with about two-thirds of users choosing the price range of 200-499 yuan. The ticket price distribution of theater projects is relatively balanced.
There is a significant difference in ticket prices among different types of performances
The data shows that the enthusiasm of young audiences is high, and their proportion in the audience is basically the same as in 2019. However, from 2020 to 2022, the proportion of this group has significantly decreased. This year, the proportion of young users has significantly rebounded, especially for the male young group, which has recovered to around 13%, basically the same as in 2019. This change reflects the enthusiasm of young audiences for cultural and artistic activities, as well as their important position in entertainment consumption.
Young Audience Returns
