When live entertainment came to a standstill during the pandemic, fans and artists alike were relegated to virtual tools in order to continue to engage with each other. Now, as major venues and festivals start to make a comeback after months without any shows, it’s clear that the demand for live events is just as high as ever.
However, according to a new study released by UTA IQ – United Talent Agency’s data and analytics group – the virtual experiences and trends that we’ve observed throughout the past year and a half will continue to be valued by consumers. This will contribute to a new event landscape in which live and virtual entertainment options co-exist – UTA likens this complementary dynamic to the relationship between theatrical films and streaming services.
According to the report, “…As the physical world opens back up, consumers are eager to return to live events, which they deem irreplaceable and even more important than pre-pandemic. Yet, as new virtual habits have formed during COVID-19, they too will remain as a supplement, though not a replacement, to offline live experiences.”
The study, titled “Virtual + Reality: The Future of Digital & Live Entertainment in a Post-Pandemic World,” surveyed 1000 U.S. consumers aged 18-54. Among the findings was that 96% of consumers plan to return to some form of live event when it’s safe to do so. In addition, 75% consumers attended a virtual event during the pandemic (90% of Gen Z consumers attended one), and 88% of those will continue to attend virtual events even when in-person events return.
When it comes to live events, consumers are most looking forward to sporting events, concerts, and movies, while the types of digital experiences that fans plan to continue to attend include virtual music and gaming events.
The return of live events is undoubtedly a major step towards post-pandemic recovery for the industry, and the overwhelming demand for in-person experiences is reassuring. However, as the report shows that fans are also expecting more intimate and interactive virtual experiences to continue, it will be important for artists to remember and maintain the digital tactics that kept them afloat and allowed them to engage with their audience while live shows were on hold.