“竞逐升级多元发展”-2024年大型营业性演出市场趋势及特点分析报告-中国演出行业协会

Market Overview - The large-scale commercial performance market in China is expected to thrive in 2024, with box office revenue reaching 29.636 billion yuan, 2.7 million performances, and an audience of 36.5182 million people, accounting for 51.1% of the total box office [1][9][6] - The market is characterized by a significant increase in large concerts, with box office revenue exceeding 26 billion yuan, a year-on-year growth of 78.1%, and an audience exceeding 29 million, marking a 45% increase [13][10] - The concentration of performances is shifting towards second-tier cities, with their box office and performance share exceeding 60%, while the Yangtze River Delta remains the core consumption area [17][28] Content Trends - The number of touring projects constitutes 79.7% of large concerts, with a growing trend towards niche and innovative concerts utilizing theaters and new spaces [2][69] - The number of music festival IPs has decreased, but internationalization and content iteration have accelerated, focusing on niche genres or enhancing performance lineups [81][88] - Government policies are being implemented to promote large-scale music performances, facilitating the integration of "music + cultural tourism" [88][89] Audience Profile - Female audience members account for over 65% of attendees at large concerts and music festivals, with the age demographic becoming more mature, as 21.6% of concert-goers are aged 35 and above [96][98] - The average attendance frequency for large concerts is 1.5 times per year, with over 50% attending with companions, highlighting the social aspect of these events [2][88] - Cross-city attendance is over 60%, with second-tier cities showing the highest cross-province attendance [2][88] Performance Highlights - The number of concerts with ticket sales exceeding 30 million yuan has increased, with 11.8% of performances falling into this category, indicating a growing ability of top artists to attract audiences [37][33] - The large music festival market is experiencing a rational return in supply and demand, with the May Day and National Day holidays becoming peak performance periods [40][39] - The market is showing a trend of expansion in third and fourth-tier cities, with significant growth in ticket sales and performance numbers in provinces like Anhui and Fujian [44][45] Regional Insights - Coastal provinces remain key areas for music festival consumption, with Jiangsu leading in ticket sales for large music festivals [54][53] - In 2024, several provinces, including Guangdong, Shanghai, and Zhejiang, are expected to surpass 1 billion yuan in ticket sales for large concerts [28][9] - The top cities for large concert ticket sales include Shanghai, Hangzhou, and Suzhou, with significant performances contributing to their rankings [30][28]