Young Males Drive Aussie Festival Revenues

Gen Z males (aged between 16-24) are the major drivers of the Australian live music sector, according to The Australian Music Consumer Report. The study, commissioned by U.S.-based Eventbrite, found 46 percent of them head to bars and clubs at least once a month to see live music.

Photo: boomerangfestival.com.au

In comparison, only 18 percent of females of that age group are attendees, and twice as likely not to go if alone. Gen Z males are also more likely to attend a concert or festival after they discover an artist, and will go intestate or abroad to catch festivals.

The study was presented at the BIGSOUND confab in Brisbane by Eventbrite Australia and New Zealand GM Phil Silverstone and Chris Carey, CEO of UK-based research agency Media Insight Consulting.

Of the 2,000 Australians surveyed over a week in July for the report, 30 percent discover live music events via social media posts from friends. This is versus 22 percent for social media and 17 percent for outdoor ads. Between 2008 and 2014, Australia saw a 42 percent increase in revenue from live performances and a 17 percent increase in attendance.