Eventbrite on How Music is Discovered in 2015
Eventbrite is a ticketing platform in the USA and together with MusicWatch they conducted a survey to try and figure out the link between music discovery and attending of live concerts. The snag is they only surveyed 1,000 people across the country (USA) between the ages of 18 and 49 who had attended at least one show.
Is a survey of only 1,000 people enough to offer any sort of conclusive evidence?
It hardly seems like it, but as a snapshot to get some sort of idea it is a reasonable start.
It’s not the first survey they’ve done though. In recent times Eventbrite have also done surveys to determine the link between music fans and social media as well as the average costs of a night out partying.
Concert/Festival Goers Spend More
One of the most incisive conclusions Eventbrite have come up with from this recent survey is that people who go to actual concerts and attend the show spend way more (almost 20 times more) than those who don’t attend shows.
This may seem somewhat obvious since it is music lovers that would attend music shows (duh) but the difference is remarkable and the notable fact here is that people who attend shows are spending money on music!
But there is a flaw in this stat too. The music consumption figures include concert ticket prices and we all know that these are the single most expensive components in music today. The difference is $276 (R 3,433) compared to $15 (R 187)
The reality is that it has become more difficult to sell music as a commodity in the digital age, yet the tangible real-life experience of attending a festival with your mates offers higher value, hence the proliferation of music festivals, globally.
Although these stats are USA based it makes for interesting reading. It seems that traditional media is still holding on with over 68% consuming music via radio, TV etc. But streaming is not that far behind and as a fairly new service, that’ll no doubt be the biggest stat in 5 – 10 years from now.
In South Africa traditional media would probably still be closer to 75% and streaming no doubt a lot lower thanks to expensive data costs and limited access to multiple platforms. Having said that YouTube still accounts for the largest single platform for streaming music globally… and that’s because it’s FREE!