THE RETURN OF LIVE: UTA GETS ITS DATA ON

When people said they were dying to go to live events during the pandemic, it wasn’t hyperbole; in a new study conducted by UTA IQ—the agency's research/data/nerd fiefdom—96% of people surveyed said they’ve already made plans to attend live events, with concerts being the top driver. One in four participants even said they will cut back on spending in other areas to attend more live events—music, no doubt, to promoters’ ears.

But in one of the most compelling signs to date that digital events weren’t just a pandemic novelty, 75% of consumers who attended virtual music festivals during the lockdown will continue watching them.

“As ‘real-life’ reemerges, consumers are roundly rejecting a binary choice between virtual and live entertainment,” said Joe Kessler, Global Head of UTA IQ. “They are enthusiastic about returning to live experiences, but they also are unwilling to give up the enhanced virtual experiences that helped get them through the pandemic. Those who see a zero-sum game are missing the ample opportunities ahead if you listen to consumers and their increasingly discerning expectations for both virtual and IRL entertainment.”

The Virtual + Reality: The Future of Digital & Live Entertainment in a Post-Pandemic World study surveyed 1,000 U.S. adults ages 18-54. The results are fascinating. See the full study here; you don't even have to put on pants.