September 7th, 2022, Kineree Shah
In a new YouGov survey, we ask consumers whether they expect to spend more, less, or about the same on live entertainment such as concerts, sports, and so on this year. Across 18 international markets, nearly half of consumers (48%) say they will spend the same as last year, but more than a third (36%) are planning to cut back.
The Asian market is divided. Around two in five consumers say they will spend less on live entertainment (38–47%), with the exception of Singapore, where the percentage exceeds more than half. Apart from Hong Kong, roughly the same number of consumers (37-41%), say they will spend a similar amount as last year (in Hong Kong, it’s 50%). Indians are the most likely to plan to spend more on live entertainment (24%) of all our 18 markets. But the warning for promoters, venues and artists is that across Asian markets, up to half of consumers are planning to cut back in this area of spending compared to last year.
In Sweden and Denmark, three out of every five consumers (64% and 69%, respectively) expect to spend the same amount on live entertainment as last year. The numbers dwindle to around half across the rest of Europe (49-56%). At least one in 10 consumers in the European market are willing to spend more on live entertainment than last year. But across all European markets, consumers are planning to trim their spending on this category. Two-fifths (43%) of French consumers are looking to reduce their live entertainment budgets, in Poland it’s 40% and in Germany it’s 36%.
In Australia, one-fifth expect to spend more on live entertainment than last year, while a third expect to spend less (29%). More than half (52%) said they are willing to spend the same amount.
In the North American region, nearly a quarter of Canadian consumers (23%) expect to spend more on live entertainment, the highest after India. In comparison, only one in 10 US (15%) and Mexican (14%) consumers are willing to spend more. But again, significant proportions of consumers (between 32 and 44%) are looking to reduce live entertainment spending – signposting a difficult time ahead for the sector.
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Methodology
YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18 and over in 18 markets with sample sizes varying between 507 and 2004 for each market. All surveys were conducted online in June 2022. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov RealTime Omnibus.