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The past summer saw live events experience their highest ticket sales in nearly a decade, with two million Australians purchasing tickets.

The analysis by Ticketek’s data science and research division, Ovation reveals that nearly two million people purchased over six million tickets across various events including music, performing arts, comedy, sport, family events and exhibitions.

Published in Ovation’s FanDX report, the data also showed that more than 370,000 fans attended their first live event, with a significant number (15%) of these new event goers being drawn to international cricket, as well as family-friendly productions like Bluey’s World, Sister Act, Beauty and the Beast, Tina Turner the Musical and Laneway Festival.

Sporting events represented nearly 30% of tickets sold - the highest summer share recorded in four years. Music events still held the lion’s share however, with nearly 50% of tickets sold in this category. Other genres such as comedy and family events also hit their highest summer share in a decade.

Compared to all events across the year, the past summer saw a significant rise in female participation (up 6% compared to the yearly average), the 18 to 24 age group (up 48%) and, fans of Indian background - with their activity up 21% compared to any other time of the year.

Younger generations were more active in live music events while ‘baby boomers’ dominated summer sport and performing arts.

Welcoming the surge in the industry, Cameron Hoy, TEG’s Chief Operating Officer and Head of Global Ticketing, advised “Ticketek’s FanDX analysis powerfully reaffirms that live experiences are an irreplaceable and deeply valued part of our lives - now more than ever for a growing number of Australians.

“Audiences are turning out in greater numbers, embracing a wider variety of events, more often, driven by a level of emotional connection few other experiences can match. With ticket sales rising and fan engagement reaching new heights, the future of live events in Australia has never looked more vibrant or promising.”

Advance Purchasing
The report noted that fans were purchasing summer event tickets at an average of 118 days in advance, slightly down from 124 days in the previous summer. The long sales lead times reflect fans’ desire to secure their plans early, avoiding clashes with the busy holiday and Christmas/New Year schedules.

The average ticket purchase through the last summer was $242, just behind the previous summer’s $261. Gen Z spent the most, averaging $256, followed by Gen X at $244 and Millennials at $238.

NSW and Victoria lead purchases
Fans in NSW and Victoria were the most active across the nation with attendance up 9% and 7% respectively above their yearly averages.

In NSW, the postcode hotspots for event goers included Kellyville and Liverpool in Sydney’s west and Gosford on the Central Coast. In Victoria, residents of Melbourne city were the most active, alongside those in Cranbourne and Hoppers Crossing.

Ben Jenkins, General Manager - Marketing at the NBL (which has enjoyed its best attended season), noted “the NBL has broken the all-time record in attendance as we remain the fastest growing sports league in Australia.

“There were 55 sell-outs across the season, with a total of 1,135,135 people attending games throughout the regular season and finals, which surpassed the previous record that stood for 31 years, and this season was achieved in 40 less games.”

TEG launched Ovation in 2021 to provide data-led marketing and technology solutions for the live entertainment and sport industries.

Main image credit: TEG.

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