Summary
This industry report presents findings from Audience Republic's 2024 Live Event Industry Survey, which gathered insights from various stakeholders in the entertainment sector, including promoters, marketers, and venue owners. The report outlines the current landscape of event attendance, noting a high consumer demand despite rising ticket prices. It documents that nearly half of the respondents reported an increase in ticket sales in 2023, with millennials identified as the demographic with the most significant growth potential for 2024. The report also addresses challenges faced by event organizers, such as the cost of living crisis, which has impacted spend-per-head at events. Additionally, it highlights marketing trends, revealing that social media remains the primary channel for ticket sales, while a significant portion of respondents plans to invest in building owned audience data. Predictions for 2024 include the incorporation of artificial intelligence in marketing strategies and a continued focus on audience engagement.
