Gen Z Spent Twice the Average on Theater Events Last Year
Nearly four years after the pandemic stopped our world as we know it, working Americans’ interest in live events only continues to rise.
New research from The Harris Poll on behalf of TFL found that working Americans attended an average of 14 live events last year, spending an average of $802. Gen Z attended significantly more live events at 24.
Of the events attended, sports are by far the most sought-after when compared to live music and theater – working Americans attended an average of 6.5 sporting events in the last year, but only 3.9 live music events and 3.5 live theater events.
More events resulted in greater spend, too; on average, working Americans spent $693 on sporting events – more than twice the amount workers spent on live theater events. Boomers were the big spenders, dishing out three times more than both Millennials and Gen Z with an average spend of $1,658. Meanwhile, Gen X spent $602, Millennials spent $565 and Gen Z spent $367.
Of the sporting events attended, baseball was the most popular with American workers attending an average of 2.5 professional baseball games (3.3 for men), 1.7 professional basketball games and 1.5 professional football games. Those numbers were followed by college football and basketball, as well as professional soccer – all with an average of 1.1.
Working Americans spent an average of $480 on their 3.9 live music events, with Boomers still spending significantly more at an average of $858.
Gen X spent an average of $389, Millennials spent an average of $458 and Gen Z spent $391.
Of the live music events attended, respondents attended 1.3 music festivals, on average, 1.2 hip hop and R&B concerts, 0.9 country concerts, 0.6 alternative and metal concerts, 0.4 EDM concerts and 2.1 other live music events. Gen Z leads the pack for hip hop concerts with an average of 5 last year.
Working Americans spent an average of $334 on their 3.5 live theater events last year, with Gen Z spending more than twice the average at $704. Boomers spent $293, Gen X spent $342 and Millennials spent the least at $263.
Comedy shows were the favorite among theater events, with respondents attending 2, on average – Gen Z attended an average of 4. Plays and musicals were next at an average of 1.3, with family shows (1.1), other (0.9), ballets (0.8) and operas (0.5) following.
This survey was conducted by The Harris Poll on behalf of TFL from September 1 to September 11, 2023, surveying 2,001 American full-time employees ages 18+. These employees work in industries ranging from financial services to retail and CPG to healthcare to education and more, and work for companies ranging from small (<150) to very large (5,000+).