Demand for entertainment events in Russia has increased by a third
Demand for entertainment events has grown by a third in Russia. We are talking about concerts, festivals and stand-up shows. Last summer, they collectively occupied more than two-thirds of the entire market, according to statistics from the MTS Live and Ticketscloud services, writes RBC. More restrained growth in ticket sales for theatrical performances: the figure has grown by almost a quarter over the year. In third place in terms of dynamics are musicals, which have become more popular by only 16%.
Against the backdrop of such high demand from the audience, the supply on the entertainment market is very limited, notes the editor-in-chief of the InterMedia agency, Evgeny Safronov: "The money supply in the hands of the population is growing, well-being is also growing. Accordingly, a significant part of this additional income goes to culture and entertainment. And the demand is constantly growing, and the supply is limited.
The supply limitations are related to the fact that not every performer has an audience and creative capabilities that give him the right to sell tickets, that is, not everyone will buy them. We are talking about a certain deficit of performers of high-quality creative products. It is simply not possible for a large number of, for example, musicians, artists, stand-up comedians to appear quickly."
According to Kassir.ru, festival tickets have increased in price by 70% in a year, and concert tickets by 13%. Compared to them, the cost of tickets to theater performances has increased by half. A new trend is attending stand-up shows, and the checks for inviting a popular comedian are comparable to the fee of a famous performer, says Yuri Miroshnikov, head of the Event Agency Republic Free: "We are now noticing that we have started ordering comedians' performances more often.
Ideally, of course, if the comedian is a media personality, that is, he appears on popular TV channels, this, naturally, is the highlight of the program.
It is clear that traditional hosts, DJs, cover bands or popular artists have not been cancelled. At the same time, some comedians prepare a special program: we ask clients to fill out a questionnaire, and the comedian integrates jokes about the company or individual employees into his performance. In general, there is a trend for such events, for communication with the audience."
According to statistics from MTS Bank and the YouDo services marketplace, last year Russians' interest in visiting amusement parks increased by one and a half times. Demand for zoo tickets increased by a third. The trend towards active recreation continues, however, the industry still has several unresolved problems, believes Alexey Prosandeyev, President of the Union of Associations and Partners of the Entertainment Industry: "The fee for a performance is on average from several hundred thousand rubles to a million.
If we are talking about some famous comedians who already have a name and have been on the entertainment market for a long time, the fees are multi-million. As for performers, the fees have grown a little compared to previous years. The cost of inviting both a good performer and a popular group, which is currently in various music ratings, also starts from several million."
Growing demand for entertainment events is observed all over the world. For example, the international company Eventim, which sells tickets, in particular, to concerts of Ed Sheeran, Papa Roach or Rammstein, increased its revenue by 18%, and by the end of the first half of the year it earned over €1 billion. The trend is also confirmed by the American transnational company Live Nation Entertainment, which organized performances by Taylor Swift, Pink, Shakira and other artists.
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