Nielsen Canada keeps tabs on all things music in this country. Every year, they publish their annual snapshot of how things look across Canada. Part two deals with live music. (Read about part one here.)
- 58% of Canadians report having gone to a live music event over the last year.
- Canadians spend an average of $192 on music each year. About 54% of that goes to live music.
- Breaking that down, 30% goes to concerts while 12% is spent on festivals. It’s slightly different if you look at millennials, who spend 14% of their money on festivals.
- In an interesting development, about 6% spend their money on seeing gigs in small venues. That could point to a rising trend for seeing shows in clubs.
- EDM remains important. About 10% of millennial live music spend goes to events featuring DJs.
- What influences people to go to a show? Friends and relatives were most important (44%) followed by social media (33%), radio ads (32%), and television commercials (31%).
Fascinating. How do you fit in?