From star concerts with crowds to small theater dramas with immersive experiences, watching performances has become a hot topic for young people's cultural consumption. According to data monitoring and calculations of the ticketing information collection platform of the China Performance Industry Association, the total revenue of the national performance market in 2024 was 79.629 billion yuan, an increase of 7.61% year-on-year. Among them, the box office revenue of performances was 57.954 billion yuan, and the other revenue was 21.675 billion yuan.

  As the people's spiritual and cultural demands become increasingly strong, domestic performances, especially large-scale concerts and music festivals, have hit new highs. As an important component of the cultural industry, performances have enriched the spiritual and cultural life of the masses and continued to inject vitality into urban development.

  From the supply side, music performances represented by concerts and music festivals are the hot topics in the development of the performance market in recent years. The market attention is high and has a significant driving effect on cultural and tourism consumption. At the same time, emerging forms of performances have emerged, and new business forms such as immersive drama have developed rapidly, becoming a new "spiritual food" for young people.

  From the demand side, the increase in residents' income level promotes consumption upgrades, and audiences are more willing to pay for high-quality and differentiated performances. Young people have become the main consumer group and prefer personalized and experiential content.

  Song Ke, vice president of the China Performance Industry Association and chairman of Beijing Kustaff Cultural Development Co., Ltd., said that in recent years, all localities have attached great importance to the development of the cultural industry and introduced a series of support policies to enrich market supply, promote the deep integration of music performances and tourism industries, and inject new vitality into market development.

  Driven by the favorable industrial environment, the national performance market has entered a new stage of high-quality development. Large-scale performances such as concerts and music festivals are more balanced in regional distribution, and the potential of emerging markets is further explored. At the same time, the market segmentation trend is becoming increasingly obvious, and personalized performance services for different groups are emerging, opening a new track for market development. The overall service quality of the performance market has been significantly improved, and service details have been continuously optimized, and the market has moved towards a more standardized and healthy direction.

  "Going to a city for a performance" has become a new trend. Data shows that the cross-city viewing rate in 2024 exceeded 60%, directly driving comprehensive consumption of more than 200 billion yuan.

  A concert activates a city, and music performances not only shape the city’s cultural business card, but also add new impetus to economic growth. As an important carrier of fan economy and cultural tourism economy, the concert has obvious spillover effect, which not only gathers popularity but also wealth, activates the "pool of spring water" in the local consumer market.

  While the performance market continues to flourish, it is also facing a new situation of escalating competition. Xu Yi, CEO of Universal Music Greater China, believes that high-quality content is not only a magnet for attracting audiences, but also a cornerstone of the continuous growth of the market. While the performance market is booming, it is urgent to discover more excellent original talents and launch more musical works and music performance products with originality and profound cultural heritage.

  "The performance industry should maximize the synergy and resource value." Hong Di, CEO of Shanghai Chinese Performing Arts Co., Ltd., said that the development of the music performance market should shift from "traffic dependence" to "long-term ecology", and promote consumers to change the concept from "paying for stars" to "consumption for experience".

  Industry insiders believe that at present, the integration of culture and tourism is pushing the performance market to a new height, opening up new space for the implementation and dissemination of high-quality content. The performance industry should reach a wider group through deep integration with local cultural and tourism resources and use tourism scenarios to reach a wider group.

  Ma Li, head of the Industrial Development Department of the Ministry of Culture and Tourism, believes that it is necessary to expand the supply of cultural performance market and launch more high-quality performing arts projects, explore the infinite possibilities of "performance +" and "+ performances" with a more open attitude and a more forward-looking perspective, and fully release the spillover effect of the performing arts economy. (Reporter Jiang Tianjiao)

[Editor in charge: Zhao Wenhan]