Live music fans are in “no rush” to return to concerts once coronavirus social distancing regulations are lifted, according to a new study from talent agency UTA. Out of three categories — small or intimate concerts, arena/stadium concerts and festivals — the study shows that less than half of fans who miss going to concerts say they will return to even an intimate or small concert within a month of eased restrictions. Even fewer survey participants said they would attend an arena or stadium concert or a festival in the same time frame, with only 39% saying “yes” to both categories.
Roughly a quarter of fans surveyed answered that they were unsure or would never see another live show again in all three categories.
“While most concert-going consumers miss live music dearly, they are in no rush to return to them when COVID-19 restrictions are lifted,” the survey concludes. “This hunger for live music, coupled with hesitation regarding future concert-going, sets the stage for accelerated innovation in live music.”
In partnership with the emergent automated research company SightX, UTA’s study surveyed nearly 1,100 U.S. consumers between the ages of 18 and 45 earlier this month and found that 90% of concert-goers had sought out ways to fill the void of live music during the nation-wide lockdowns. Roughly 50% of fans missing music said they were streaming the catalogues of their favorite artists and watching old footage of performances from those same favorites.
Roughly 45% of those same fans have tuned into a livestream since quarantining and 28% of them have paid to watch a live steam. Of those who have watched a livestream during the lockdown, approximately 7 out of 10 of them say they will continue to watch livestreamed performances, free or paid, once restrictions are lifted.
“Prior to COVID-19, the appetite for virtual concerts was limited,” the survey reads. “Now, optimizing the virtual experience may be critical to the future of live music.”
The survey also suggests that livestreams have the potential to appeal to mainstream audiences, as six in 10 of the study’s total participants said they had already viewed or plan to view a livestream concert.