In the year of the recovery of live music, Ticketmaster has analysed the evolution of the profile of the fan who attends concerts and festivals in Spain, as well as other data that reveal the boom of the sector, shaping the fourth edition of its Live Music Observatory presented this morning at the headquarters of the SGAE.

Ticketmaster, a company that has sold more than 550 million tickets worldwide during the last year, is a benchmark in the field of live music in Spain and has a very wide universe of analysis, with more than one million transactions analyzed.

According to the study, the live music industry has surpassed the level of transactions made before the pandemic, as ticket sales have increased by 48% compared to 2022. The average expenditure per ticket amounts to €80, while last year the figure stood at €58, which is 37% more.

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As for the profile of the live music fan in our country, it continues to be egalitarian with respect to the genre and resides in Andalusia (19% of buyers), Madrid (17%) and Catalonia (16%). She is between 35 and 44 years old and her favorite music genres are pop (30%), hip pop (15%), rock (13%) and Latin music (9%). The report also highlights a significant increase in ticket purchases among the youngest people, aged between 18 and 24, where transactions increased by 45% compared to 2022. Everything points to the success of the youth bonus promoted by the government for the acquisition of cultural products, including tickets for shows.

For Ana Valdovinos, CEO of Ticketmaster Spain, "the key for live music to continue to grow responsibly is for the business to continue to professionalize, be transparent and put quality at the center to provide a better fan experience."

As the results reveal, 70% of fans say they are in favour of a safe space for exchanging tickets between fans when they can't attend an event they have booked months in advance. Fan to Fan, Ticketmaster's platform that allows the exchange of tickets, has been enthusiastically welcomed at the first events that have been activated in Spain, such as the concerts of Madonna, Olivia Rodrigo, Hombres G or Taylor Swift. The level of satisfaction in the total number of transactions carried out is very high, as fraud and speculation are eliminated from the equation.

Music tourism is also recovering pre-pandemic levels, representing an average of 10% of the capacity at live music events, with the majority coming from France (16%), the United Kingdom (16%), the Czech Republic (11%), the United States (10%) and Italy (9%). In terms of the average expenditure per transaction, tourists spend an average of €107 each time they purchase tickets, which is 28% more than the national public. According to Jordi Anglès, the company's Marketing Director in Spain, "tourists demand tickets with greater added value, such as VIP tickets. Since they make the effort to travel, they are willing to invest more money to enjoy the experience."

The study also reflects the reasons why buyers have decided not to attend a live music event. If in 2021 the main reason was COVID, this year in 36% of cases it has been the price, followed by the absence of interest in the event (23%), lack of time (21%) and sold out (20%).

The presentation day of the IV Observatory of live music in Spain also included a round table moderated by the journalist Olga Baeza of RNE, in which the importance of a resilient growth of live music was discussed, based on "an ecosystem that is capable of preserving the industry in the long term and ensuring that it continues to be a source of entertainment, culture and employment".

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