More Aussies to splurge – not scrimp – on sport and music tickets over the next 12 months

• Survey reveals 37% of under-50s plan to spend big on tickets over the coming year
• 34% of all respondents plan to fork out on VIP experiences at live sports events – making Australia not just a nation of sports fans, but sports connoisseurs too
• 30% plan to buy the best tickets for their favourite international music act
• This is despite many tickets for live music increasing more than 50 per cent in 12 months, with added costs and dynamic pricing being blamed

More than a quarter (28%) of Australians – and 37 per cent of under-50s – are planning to splurge on tickets for major sporting events and international music acts over the coming 12 months – as interest rates are forecast to further reduce – new research from Stage and Screen shows.

The research, a survey of an independent, nationally representative panel of 1000 Australian adults, was designed to gauge whether Aussies would spend big or scrimp on entertainment tickets this year – and which types of events they plan to spend more on. The full research results, including insights between respondent age groups and locations, can be found here: https://www.stageandscreen.travel/en-au/resources/whitepaper/aussie-tickets-splurge

This year is an incredible one for live entertainment and sport. Music fans have already enjoyed global superstars such as Luke Combs, Kylie Minogue, Drake, Billie Eilish and Green Day. Other lineups include Katy Perry, Metallica, and even the long-awaited Oasis reunion tour.

In sport, our Aussie women cricketers continue to make us proud, and we expect major events like the Formula 1 Australian Grand Prix, The Ashes, and the AFL and NRL grand finals to draw fans in droves. Rugby enthusiasts won’t want to miss the British and Irish Lions Tour, while MotoGP will bring its high-speed excitement to Melbourne.

The theatre and festival scene are also buzzing, with the highly acclaimed musical ‘Hamilton’ having continued its Australian run, alongside other blockbuster productions like ‘Wicked’ and ‘Les Misérables’. The Laneway Festival attracted arts and music lovers alike, and so will the Byron Bay Bluesfest and the Sydney Festival.

The survey results found that, overall, a higher proportion of Australians (28%) are willing to pay extra for premium tickets (with 7.4% planning to seek out VIP experiences, rather than discounted tickets, and 20.3% willing to pay extra for prime seats), than those planning to purchase last-minute, discounted deals (at 24 per cent).

The Stage and Screen survey also explored which type of event Aussies would most likely spend more on this year. Sporting events lead the way, with 33.6 per cent planning to spend most on tickets at events such as the Formula 1, The Ashes and footy grand finals.

The survey also reveals a substantial proportion of Aussies prepared to spend big on music. Almost a third (30%) of respondents are likely to splurge on tickets for international music acts this year.

Just under a quarter (22 per cent) would pay top dollar for tickets at musicals and theatre shows. Fans are least likely (at just 14 per cent) to pay top prices for festival tickets.

Inflationary impacts on ticket prices

This year’s Formula 1, for instance, has seen a $30 increase[1] on last year for a four-day Park Pass adult ticket ($309). The cheapest general admission ticket has risen by $20[2], with some grandstand passes increasing by over $100.

Ticket prices for contemporary live music events increased 53.2%[3] in one year – from an average of $56.81 in 2021 to $87.01 in 2022 – and even further to $128.21[4] in 2023.

Factors contributing to ticket price rises are increasing operational costs and dynamic pricing, where ticket prices are adjusted based on demand and a tactic that the Federal Government has announced it will ban. For example, during the presale period for Green Day’s tour this year, ticket prices ranged from approximately $399.60 to $449.60.[5]

Adam says the events and entertainment industry continues to be a major boon for Australia’s economy. According to Live Performance Australia, in 2023 eventgoers were issued 30.1 million tickets – an increase of 26 per cent from 2019.[6]

The full research results, including insights between respondent age groups and locations, can be found here: https://www.stageandscreen.travel/en-au/resources/whitepaper/aussie-tickets-splurge

ENDS

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