Spending by Russians on entertainment increased by 10–15% in the first quarter
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Spending by Russians on entertainment – buying tickets to museums, cinemas, exhibitions, as well as lotteries and bookmakers – increased by 10-15% in the first quarter. However, last year’s growth trend in such expenses is slowing down, and the financial results of the year in the segment will inevitably be affected by a drop in attendance at public events due to the terrorist attack at Crocus City Hall.
Average checks and the number of purchases of tickets to museums, cinemas, and exhibitions in the first quarter of 2024 increased by 10–15%, as follows from the data from the Check Index (part of the OFD Platform), which Kommersant reviewed. The average check in cinemas during the period increased by 10%, to 722 rubles, and the number of purchases also increased by 10%. People went to museums and exhibitions less often than last year; the average ticket price increased by 13%, to 951 rubles, while the number of tickets purchased fell by 15%. But the segment of lotteries and bookmaker services grew in all respects: the average bill by 15%, to 1,215 rubles, the number of purchases by 13%.
MTS Live told Kommersant that, according to sales data from the ticket services MTS Live, Ticketland and Ticketscloud, the average bill for tickets to theaters and concerts in the first quarter of 2024 increased by 6.5% year-on-year. “The demand for entertainment remains stable, especially in the theater segment – the reasons for this are both the diversity of supply and the reduction of events in the film and music segment,” the company’s press service added.
Olimpbet Development Director Konstantin Gusev attributes the increase in the average check to an increase in the average bet by 21%. He explains that the increase in numbers this year could be due to major sporting tournaments, such as the European Football Championship. Fonbet estimates market growth this year at 10–20%.
Cinema owners see their prospects not so rosy. Chairman of the Association of Cinema Owners Alexey Voronkov explains: “An increase in the number of purchases in cinemas is always associated only with an increase in the number of box-office films. A 10% increase in the average bill, alas, only follows general inflation. The number of tickets sold is growing, but it is still far from reaching the pre-crisis level of 2019. The increase in attendance in 2023 was ensured by Russian films. But they didn’t buy more per person in movie theater bars.”
The first quarter indicators are a reversal of the 2023 trend, when the entertainment market was actively growing, experts say. “Citizens in 2023 significantly increased spending on entertainment after a busy 2022. This was facilitated, among other things, by the active development of domestic tourism,” notes Leonid Simakov, head of the analytical resource “Check Index”. According to him, in the first quarter of this year the growth rate slowed down, and there is a gradual decline in consumer activity. This may be due to the transition of citizens to a saving model of everyday behavior, with a reorientation towards large purchases such as cars and real estate.
Due to the high base of 2023, the cooling of consumer activity, and also taking into account the tragic events of March (the terrorist attack in Krasnogorsk Crocus City Hall), at the end of the first quarter of 2024, a decrease in the main offline spending groups became noticeable, Mr. Simakov concludes. “Further growth in purchases in the entertainment segments and visits to activity centers in crowded places is not expected at the end of the year,” he predicts.
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