million are in the live market Segment 22% 41% 95% Overall of the culture market profiles of different music genres. in Victoria can be considered to be part of the live market, The live music market is huge 3.8 million representing (22%). The potential market is considerably people. Live music has one of the largest markets smaller as such a high proportion of the overall (95%), and is similar in size to the market is either in the current or lapsed one of the largest has library market. market (9%). markets 86% overall as of the 86% of the culture market have ever been to culture market have ever attended see live music, and 64% of the culture market are in the current market for live a live music performance. As music, having been to a performance in the current and lapsed the last three years. music market is so large, The lapsed market for live music is smaller this art form has a 41% visited in the past 12 substantial, representing just over a fifth of potential market. the culture market months 23% visited 1–3 ago The Culture Segment profile of Music market penetration those who have ever been to see 22% visited 3+ years ago very similar to live music is 9% never been and 5% the culture market interested 5% never been 9% overall, but there are some and not interested differences between the Culture
million are in the live market Overall 95% of the culture market in Victoria can be considered to be part of the live market, representing 3.8 million people. has one of the largest markets overall as 86% of the culture market have ever attended a live music performance. As the current and lapsed music market is so large, this art form has a smaller potential market. The Culture Segment profile of those who have ever been to see live music is very similar to the culture market overall, but there are some differences between the Culture Segment profiles of different music genres. The live music market is huge Live music has one of the largest markets overall (95%), and is similar in size to the library market. 86% of the culture market have ever been to see live music, and 64% of the culture market are in the current market for live music, having been to a performance in the last three years. The lapsed market for live music is substantial, representing just over a fifth of the culture market Music market penetration 5% 9% 22% 41% (22%). The potential market is considerably smaller as such a high proportion of the market is either in the current or lapsed market (9%). 41% visited in the past 12 months 23% visited 1–3 ago 22% visited 3+ years ago 9% never been and interested 5% never been and not interested
Arts_Vic_v961.docx