Marketing / 06.30.21

UTA IQ Study Shows Music Fans Eager for Live Shows, Still Hope to Enjoy Virtual Content

Access Staff

Pollstar (06/25/21) Borba, Ryan

According to a survey of 1,000 U.S. adults ages 18 to 54 by United Talent Agency's research, data and analytics division, UTA IQ, fans are overwhelmingly keen to attend live shows, but also happy to stick with virtual events. "Consumers are enthusiastic about returning to live experiences, but they also are unwilling to give up the enhanced virtual experiences that helped get them through the pandemic," said UTA IQ's Joe Kessler. "Those who see a zero-sum game are missing the ample opportunities ahead if you listen to consumers and their increasingly discerning expectations for both virtual and IRL entertainment." The poll estimated that 96% of consumers plan to return to live events once it is safe, with sports, concerts and movies most prioritized. One in three respondents say live events will be more important to them going forward than previously, and are more inclined to attend as many live events as possible. Meanwhile, 88% of respondents who attended a virtual event during the pandemic will continue doing so when live events return, with avoiding crowds, a comfortable experience, remote attendance and spending less money than in person top reasons. These findings are important as agents, managers and promoters consider demand for live music with COVID restrictions rapidly easing across the U.S., pent-up demand from consumers and venues and events with a shortened concert season for this year.

Read the full story from Pollstar. 

Tags: Music , News , Venues , Virtual