New survey: COVID-19’s impact on live music events in Canada. You should probably read this.

Music Canada, the organization that monitors and lobbies for the Canadian recorded music industry, commissioned a study of 2500 Canadians to determine how COVID-19 is affecting the way we consume music.

Here are some general findings to set the table:

• Worry over the virus is declining. As of May 11, 30% of Canadians say they’re extremely/very worried about COVID-19. We’re also seeing a downward trend in worry.
• However, 69% of us are concerned about a second spike of the virus later this year.
• 51% say that it will take six months or more for things to get back to normal.
• 54% think that COVID-19 will “really change how I live.”

Now let’s look at music in general.

• 55% of Canadians say they love music. Another 36% says they like it. I don’t know what the last 9% are thinking.
• 31% are watching more online content from musicians
• 35% are listening to more music
• 31% are watching more music videos
• 24% are watching more recorded live concerts.
• 78% say that listening to music relieves stress
• 43% say they discovered new artists during the pandemic
• 55% are thrilled with all the new online content they’ve found about music and their favorite musicians.
• 79% say that digital experiences are okay, but they can’t replace the real thing.

Well, what about live music?

• 24% said they will “probably never” go back to a bar or pub for live music once all physical distancing restrictions.
• 21% will “probably never” go to a small venue for a concert, while 26% won’t be going to a large venue and 25% won’t ever go to a festival again.
• Going to a concert in the US? 50% say “No way. Ever.”
• 58% say that the cancellation of concerts makes them feel worse about the pandemic.

What can we learn from all this data?

1. We’re worried about the impact of COVID-19. Digging into the numbers, live music lovers are extra worried.
2. Those who love live music really, really miss going to gigs, but fears of COVID-19 may keep them at home, even when given the all-clear.
3. Until a vaccine is found, live music lovers won’t feel comfortable, even if there’s testing.
4. There’s a big difference between being able to do something and feeling comfortable doing it.