Ticket sales for live music events in Spain have risen by almost 50% over the past year, according to a new study.
According to the data from the IV Ticketmaster Observatory, reported by APMusicales (APM), ticket sales are up 48% on the pandemic hit 2021/22 figures, with the average expenditure per ticket increasing 37% to €80 compared to €58 last year.
The study was presented this week by Ticketmaster Spain MD Jordi Anglès, following analysis of the transactions made on the platform between 1 August 2022 and 31 July 2023. It also highlighted a significant increase in ticket purchases among 18 to 24-year-olds, rocketing 45% on the previous 12 months.
The average ticket-buyer was aged between 35-44, with Andalusia accounting for 19% of consumers, followed by Madrid (17%) and Catalonia (16%). The most popular genres were pop (30%), hip-hop (15%), rock (13%) and Latin (9%).
Music tourism has also rebounded to pre-pandemic levels, representing 10% of concert-goers in Spain, led by France and the UK (both 16%), the Czech Republic (11%), United States (10%) and Italy 9%. Tourists spend an average of €107 each time they buy tickets – 28% more than the Spanish public.
“Tourists demand tickets with greater added value such as VIP tickets”
“Tourists demand tickets with greater added value such as VIP tickets,” says Anglès. “Since they make the effort to travel, they are willing to invest more money to enjoy the experience.”
The main deterrents to fans buying tickets were listed as price (36%), lack of interest in the event (23%), lack of time (21%) and the concert being sold out (20%).
Back in March, APM (Association of Musical Promoters) revealed that revenue from ticket sales reached record levels in 2022. The organisation reported that box office takings of more than €459 million leapt 191.33% on 2021, a year restricted by the pandemic, but were also up 20% on the previous best, set in the last pre-Covid year of 2019.
Speaking in the Live Music Yearbook 2023, APM president Albert Salmeron said the figures symbolised “the recovery of a society”.
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