Australia’s summer may have come to an end last month, but analysis from Ticketek’s data science and research division Ovation has found that the season saw its highest live event ticket sales in nearly a decade.
Nearly two million people purchased over six million tickets across various events including sports, music, performing arts, comedy, family events and exhibitions.
The figures were published in Ovation’s FanDX report.
Data also showed that more than 370,000 fans attended their first live event, with 15% of these new event goers being drawn to international cricket, as well as family-friendly productions like Bluey’s World, Sister Act, Beauty and the Beast, Tina Turner the Musical and Laneway Festival.
Sporting events represented nearly 30% of tickets sold – the highest summer share recorded in four years. Music events still held the lion’s share however, with nearly 50% of tickets sold in this category. Other genres such as comedy and family events also hit their highest summer share in a decade.
“Ticketek’s FanDX analysis powerfully reaffirms that live experiences are an irreplaceable and deeply valued part of our lives – now more than ever for a growing number of Australians,” commented Cameron Hoy, TEG’s chief operating officer and head of global ticketing.
“Audiences are turning out in greater numbers, embracing a wider variety of events, more often, driven by a level of emotional connection few other experiences can match. With ticket sales rising and fan engagement reaching new heights, the future of live events in Australia has never looked more vibrant or promising.”
Elsewhere, the summer season saw a jump in female participation (a 6% increase) as well as the 18-24 age group (up 48%). Fans of Indian background also lapped up the summer’s live events, demonstrating a 21% increase.
Younger generations were more active in live music events while ‘baby boomers’ dominated summer sports and performing arts.
Fans across New South Wales and Victoria were the most active in Australia when it came to attending events.
The average ticket purchase was A$242 (£117/€140/$151).