It’s been three months since the Government announced a ban on gatherings in response to the COVID-19 outbreak. We’ve all had to adjust to this pandemic in one way or another. As a country, we tackled the threat of coronavirus with home quarantine and a complete shutdown; as an industry that brings people together, the live entertainment industry has been particularly hard-hit. 

In light of this, Ticketek undertook research to measure customer sentiment, explore how our members have stayed connected with ‘live’ during lockdown, and attitudes toward returning to normalcy as restrictions lift. Over 1,000 My Ticketek members responded to the online survey which was conducted between 20th to 25th May.   

Here is what we have learnt: 

An Australian Way of Life 

There is almost unanimous belief in the importance of live music to the Australian way of life with 96% of members saying that it is either very important or somewhat important, closely followed by performing arts (94%) and sport (90%). 

“Music and sport are part of our country’s fabric and fibre” 

“Apart from being entertaining, sport and arts are a reflection of us.” 

The benefit to the community of being able to attend live events should not be underestimated with 87% of My Ticketek members saying it was important for them to be able to go to live music events. 

“It’s a celebration of our freedom and diversity held up by our laid back and fun nature as Australian people.” 

We Love our Food and Friends 

Nothing beats a night out with friends, eating a delicious meal and preparing for a live show. During lockdown, the most missed activity was eating out (76%), followed by spending time with friends (71%) and then going to live entertainment events (66%). More than a third of our members (37%) missed attending sports. 

Connected but Apart 

With restrictions on social gatherings and live events, the top three ways that our members connected with “live” during lockdown was by watching live TV (47%), followed by watching music or sport on YouTube (42%), and watching a live music stream (33%). 

“I have loved the live streams on Instagram/YouTube/Facebook from my favourite musicians, performing from home. I’ve also enjoyed live chats with them too.” 

Our members have watched a wide range of both new and nostalgic online experiences including: One World: Together At Home, the Australian Ballet, Supercars Eseries, Taronga Zoo, Andrew Lloyd Webber’s ‘The Show Must Go On’, Keith Urban, Post Malone & BangBang Con with BTS. 

Life is Better Live 

In spite of people finding ways to engage with live entertainment and sport during lockdown, there is general consensus that nothing compares to the live experience: 

“I like listening to my music at home but nothing beats being live at events, especially the footy. Watching it on TV is just not the same.” 

“Appreciated all efforts the artists both Australian & International have given to perform. It’s not the real thing, but in these times, it was very much appreciated” 

“For me going to an event is not just about the show/exhibition/music. I enjoy catching up with my friends on the way to the gig. Also going out for a drink or meal on the day. So that is what I found the hardest.” 

When the Dust Settles 

As we enter a post-lockdown world, there are many things that our members are looking forward to doing. Unquestionably, spending time with family and friends is very likely as restrictions are eased (82%) followed by going to the hairdresser (66%). Interstate travel, eating out and going shopping all rank highly as well. 

48% have expressed they are very likely to attend a concert as restrictions lift. Outdoor events are also a point of interest (40%) as well as attending a live sporting event (38%) 

About the research: 
Ticketek engaged leading market research, analytics and insights business’s TEG Insights and TEG Analytics to deliver its My Ticketek member “Staying Connected during COVID-19” research. A random selection of My Ticketek members were invited to participate in the study with fieldwork conducted between 20th to 25th May, 2020. The survey sample size is 1,242 My Ticketek members.