2023年娱乐行业快照报告PDF

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Entertainment | January 2023
Entertainment:
An Industry Snapshot
Sports, concerts, movies, streaming services...in Here, we provide a data-driven snapshot into the
2023, the entertainment options seem endless.world of entertainment to help brands prepare
How consumers choose to spend their free timefor future consumer expectations. We measure
(and their free dollars) is ever-changing. Getting consumer sentiment towards key trends including
inside consumers’ heads is key for entertainment the live event ticket purchasing process, the
companies and services to find long-termfactors attracting moviegoers to theaters, and
success. Gen Z’s enthusiasm for the NHL.
Popcorn, Cocktails, Reclining Seats…What’s Drawing
Moviegoers to the Theater?
Movie theaters have been a beloved source of entertainment for more than a century. The first movie
theater opened in America in 1896. From there, they quickly gained popularity as audiences embraced
the break from everyday life and immersion into another story, time, and place.
By 1930, movie theaters were welcoming more than 90 million visitors weekly. Attendance has
significantly fallen since then. Now, theaters must compete with streaming services and other forms
of entertainment for consumers’ time and money.
More than half (54%) of US adults reported that they had streamed a movie at home (e.g., free with ads,
as part of a platform subscription) in the last year. In contrast, just over a third (36%) paid to watch a
movie in a theater over this same time span.
Concerning for movie theaters, 77% of US adults agree that they generally prefer watching movies at
home. With public sentiment seemingly turning against the cinema experience, what can theaters do
to attract customers?
6%
Strongly Agree
“In general, I prefer 17%
Somewhat Agree
watching movies at 38%
Somewhat Disagree
home over watching
Strongly Disagree
in the theater.”
Base: US Respondents. Total (n=1050) QS6Q2: How much
do you agree or disagree with each of the following
statements? In general, I prefer watching movies at home
39%over watching in the theater.Fortunately, not all movies are best enjoyed at home. Consumers see more value in paying for some
tickets over others. Eight in 10 (78%) US adults agree that some movie genres are best experienced in
a theater.
More than half (58%) of US adults think that action-adventure movies are better to watch on the big
screen. Viewers are less insistent about seeing other types of film in theater: thriller (39%), science
fiction (37%), horror (34%), fantasy (29%), comedy (27%), drama (25%), animation (18%), mystery (17%),
romance (16%), musical (15%), documentary (15%), and western (12%).
“Which of the following movie genres are best to watch in the
theater rather than at home?”
58% 39%27%
Action- Thriller Comedy
Adventure
Base: Agrees certain movie genres are best in theaters. Total (n=814) QS6Q3: In your opinion, which of the following types (genres) of movie are better to
watch in the theater rather than at home? Please select all that apply.
Theaters do not have to solely rely on movie studios, and the types of movies they choose to produce,
to sell more tickets.
Moviegoers continue to be lured in by the unique theater experience, an experience that cannot be
replicated at home. US adults said that they would choose to watch a movie in the theater to enjoy
the movie theater experience (38%), the movie quality (e.g., picture, sound) (37%), specialized viewing
experience (e.g., IMAX, 3D, 35mm film) (32%), theater ambiance (28%), exclusive movies (e.g., new
releases, theater-only releases) (25%), comfortable environment (e.g., seating, temperature) (24%), and
(of course) the concessions (20%).
While many love visiting the theater, the price tag can cause consumers to balk. Three-quarters (74%)
of US adults agree that watching a movie in the theater is too expensive for them to do frequently.
From 2019 to 2022, the average price of a movie ticket increased 20% to $11. Fortunately, offering a
discount may encourage customers to swipe their credit cards. A quarter of US adults said that they
might choose to watch a movie in theater if there were available discounts (e.g., matinee pricing, gift
card).
The height of cinemas’ popularity may be behind us, but that does not mean that movie theaters
are passé. They still remain a beloved pastime for many Americans. Theaters may just need to
expend more effort into attracting the crowds, whether that be with a strategic discount offer, or by
improving the theater’s ambiance. Small updates may go a long way in luring viewers out of their living
rooms and in front of the big screen.Does the Ticket Sales Process Need a Glow Up?
With the COVID-era lockdowns, postponed weddings, and cancelled celebrations behind us,
Americans are getting back to concerts, sports games, and other live events. In the last 12 months,
20% of US adults reported purchasing a first-party ticket to a live event online, 13% purchased a first-
party ticket to a live event onsite, and 11% purchased a ticket to a live event from a reseller.
While live events are exhilarating, spectacular, and memorable, unfortunately a different adjective
often describes consumers’ ticket purchasing experience – frustrating. Less than a quarter (19%) of
those who had purchased a ticket to a live event in the last 12 months were “not dissatisfied” with
their ticket purchasing experience. In fact, 60% of US adults agree that they try to avoid purchasing
event tickets from large ticket selling platforms. Even more (72%) agree that they are uncomfortable
buying event tickets from a reseller. So, what’s the hang up?
Points of Customer Dissatisfaction
during the Ticket Buying Process
Ticket Price Ticket and Fees Taxes Resellers Bad-Faith of Tickets Availability Dissatisfied - Not N/A of Tickets Release Customer Service Options Ticket Method Delivery Ticket Number of Sellers Tools E-commerce
46% 37% 24% 20% 19% 19% 19% 19% 16% 15% 13%
Base: Bought a ticket to a live event in the past year. Total (n=354). QS6Q1: In the last question, you indicated that you’ve purchased a ticket to a live
event (e.g., concert, movie, sports game) either directly or from a reseller in the last 12 months. Thinking about your experience(s), with which aspects
of the purchasing process are you dissatisfied? Please select all that apply.
Of those who expressed dissatisfaction with their ticket purchasing experience, top points of
frustration include: ticket price (46%), specific taxes and fees (37%), the number of bad-faith resellers
(e.g., bots, scalpers) (24%), and the (lack of) availability of first-party tickets (20%).
Listed as the top two points of dissatisfaction, price remains the key point of customer consternation.
The majority (83%) of US adults agree that tickets to live events feel like a rip-offbecause of the
amount of added taxes and fees.
Ticketmaster’s Taylor Swift pre-sale fiasco in November 2022 stands as a prime example of customer
frustration with the ticket-buying process. On November 15th, “verified fans” signed onto Ticketmaster
ready to purchase presale tickets for Swift’s Eras Tour. Instead, bots and resellers crowded the
platform. With 14+ million people on Ticketmaster for the presale, the system crashed. Many were left
unable to get tickets.
According to Harris Brand Platform data, Ticketmaster’s brand equity dropped -6.2 from the month
prior (10/14-11/14) to the month after the resale (11/16-12/16). While all four components of brand equity
decreased, the most severe dips were in perceived brand quality (-10.5) and purchase consideration
(-6.7). With the help of brand tracking, ticket sellers can manage

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