During lockdown, entertainment companies have had to find ingenious ways to remain connected to their audiences, hosting live-streamed gigs and virtual performances. But with concerts pegged as the last thing to return post-lockdown, Fifty wanted to know who is watching these virtual gigs, and will the format find a wider audience? Our latest study is based on conversations around virtual live streams as well as followers of live entertainment streamers, Sofar Sounds, Stageit & United We Stream.

FROM COUNTRY TO CLASSICAL

Across the study, tribes coalesce around musical genres. It’s not simply mainstream genres, or genres more popular amongst Gen Z – other less popular music tribes also appear. So while some of the biggest tribes are Trendy Music Artists, Hip Hop Artists and Country Music Fans, more niche groups such as Classical Music Fans and Ghanaian Music Fans showcases how quickly live-streamed gigs were adopted during lockdown by different psychographics.

CREATIVE EXPRESSION

While many tribes formed around their musical tastes, the audience is not restricted to music fans. Rather, those open to live-streamed entertainment tend to have creative tastes with tribes joined together by their interest in photography, food and theatre. Professionals in these industries also indexed highly – so not only musicians, but also those in the theatre and film industries.

NEW AUDIENCE POTENTIAL

One of the largest tribes in the study is the Tech Innovators, who may be more interested in the technology and innovation of streaming platforms than the performance themselves. It’s an audience that is not usually catered to in traditional live music marketing. But if live-streamed entertainment will become part of the new normal, it’s unexpected audiences that could provide new growth for the industry.

STRATEGIC TAKEAWAYS

Live-stream entertainment has experienced a quick uptake during the pandemic. Its widespread appeal means there is potential for it to have a permanent place in culture.

Creativity builds communities. There are many audiences that are tangential to music – those interested in creative industries such as film, photography and food – who already are showcasing an affinity for this new format.

Technological innovation means that different types of audiences might be signing on to watch gigs. Consider how to speak to audiences beyond the usual mainstream music crowd.

Catch up on the latest trends and insights here.

To find out how Fifty can discover new understanding of your audience, book a demo.