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There is pent-up demand for live events in Europe's sixth-largest music market, with nearly a third of cultural eventgoers actively shopping for tickets
By IQ on 29 Jun 2020
In news that bodes well for the immediate future of the Italian live industry, nearly a third of live music fans have already bought, or are planning to buy, tickets for their first post-lockdown concerts, new research suggests.
Dopo l’Intervallo (After the Interval), based on the results of a survey of over 32,000 Italian eventgoers between 27 May and 19 June, reveals that 30.5% of respondents are actively seeking to buy tickets for shows – nearly double the number in the UK (17%), where the first After the Interval survey was conducted on 16 April–6 May.
“Italy is considered to be 2–4 weeks ahead of the UK in their experience of Covid-19. Could these results give us an idea of how our cultural audiences might be feeling in 6–8 weeks?” asks Indigo, the consultancy behind both surveys.
Italy’s concert scene reopened for business earlier this month, with phase three of the easing of lockdown seeing indoor shows of up to 200 people and outdoor events of up to 1,000 people allowed from 15 June. Some 90% of bars and restaurants are now open, though the live industry continues to wait for news on major gatherings such as large concerts and festivals.
“[Italians] consider it an integral part of their culture … to participate in music events and live shows”
The Italian version of After the Interval – produced by Indigo for Teatro Stabile del FVG, with input from live music associations such as Assomusica and KeepOn Live – additionally reveals a huge 96% of Italian respondents said they have missed live events during the Covid-19 pandemic (73% of them “a lot”), and that nearly a quarter (23%) would return to an event “as soon as venues reopen”.
However, of the 30.5% of those who are actively booking tickets, around half of them are booking for events after November 2020, indicating there will likely not be a full-scale recovery until 2021.
Vincenzo Spera, president of promoters’ association Assomusica, says the survey results are testament to the importance the Italian public places on live events. “We can take comfort and confidence”, he explains, in the fact Italian audiences consider it an “integral part of their culture […] to participate in music events and live shows.”
Italy is the world’s sixth-largest music market, with US$635m in ticket sales in 2019, according to PwC.
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