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Nearly 2/3 of Canada has seen a live show in 2017

Live attendance among Canadians is up 4% this year, with consumption of streamed and broadcast music also on the rise, reveals the latest Canada Music 360 study

By Jon Chapple on 11 May 2017

Justin Bieber, Telenor Arena, 2016, Kim Erlandsen/NRK P3, Nielsen Canada Music 360

Canadian Justin Bieber's Purpose world tour has grossed US$200m in 2017

image © Kim Erlandsen/NRK P3

Nearly two thirds of Canadians of all ages have attended a live entertainment event this year – with that number rising to almost three quarters among young people, reveals Nielsen’s latest Canada Music 360 report.

A total of 59% of Canadians have seen music or other entertainment live in 2017 – a 4% increase so far on last year – with 81% of those events dedicated to live music.

The figure for ‘millennials’, meanwhile, is even higher, reaching 70% among Gen Y-ers.

Other insights include:

  • 48% of millennials in Canada say they attend music festivals, compared to 41% of the general population
  • 34% of millennials attend club events where a DJ is playing, compared to 22% of all Canadians
  • 57% of the general population have attended a live concert with one main headline act

Canada Music 360 2017 figures

Overall consumption of music is also up across the board, with increases in both streaming and traditional radio listenership.

“This is an exciting time for Canadian music, as the industry is experiencing tremendous growth at home and around the world,” comments Nielsen’s head of music for Canada, Paul Shaver. “With both new and established music platforms continuing to flourish, there’s never been a more dynamic time to be involved with this business.”

Last year’s Canada Music 360 found that over half of all music spending in 2016 was on live, with Canadians “attending more, and spending more of their money, on live events”.


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