“Reactionary consumption” continued explosive sales of entertainment shows. There are also expensive tickets exceeding 100,000 yen per seat

The entertainment industry is booming.

According to the survey results (preliminary figures) released by Pia Research Institute in May, the size of the live entertainment market in 2022 is 565.2 billion yen, recovering to 90% of the pre-coronavirus crisis.

In addition, the major ticket sales company “Pia” achieved a record high of 200 billion yen in sales under the old standard in the fiscal year ending March 2023. Even in the financial results for the first quarter of 2024 announced on August 10, the consolidated sales continued to be strong with 9.8 billion yen, an increase of 30% from the previous year.

What is behind the recovery of the entertainment industry, which was hit hard by the corona wreck? We asked Mr. Satoru Kobayashi, an editorial writer at Pia Research Institute and a director of “Pia”.

Satoru Kobayashi: Entered the company in April 1989.After working as the deputy general manager of the Media Distribution Business Headquarters, general manager of the president’s office and public relations office, he became a director in 2017.Inauguration.

The current boom is “reactionary consumption”

Mr. Kobayashi explained that the reason Pia was able to achieve record-high sales in the fiscal year ending March 2023 was due to “reactionary consumption,” which prevented people from going to concerts and theater performances due to the coronavirus pandemic.

“Since around last fall, we have had the feeling that people have returned. Artists who used to hold live tours once every two or three years have started performing live all at once.

Also, foreign artists and sports teams are coming to Japan all at once, and festival events such as summer festivals are finally being held.

The performance that was suppressed due to the corona wreck is making a quick comeback.I have the impression that performances that are normally held once every few years or divided into seasons are concentrated.. However, I am not optimistic about whether this momentum will continue. I think the Yuri return will come.” (Mr. Kobayashi, Pia)

Still, Mr. Kobayashi said, “Market size will exceed pre-coronavirus” predicts.

The reason is that the scale of the box office is increasing and the unit price is rising.

Mr. Kobayashi says that the rise in unit prices is due to “corona countermeasure costs, labor costs, and rising prices” (Mr. Kobayashi). are there,” he says.

Music is said to be the fastest growing entertainment industry.

“Music has the highest growth rateI think. The scale of the performances is getting bigger, and above all, the number of genres has increased.

In addition to J-pop, K-pop, Western music2.5D, Vocaloid, Anime, YouTuber, VTuber, Thai singer recentlyWe are filling up the dome. The base is expanding.” (Mr. Kobayashi)

Holding events under regulations is a hell to do, hell to not do

On January 27, 2023, the country’s basic policy for dealing with the new coronavirus was changed, and it became possible to hold an event with a 100% capacity rate with cheers, but holding an event under regulations is “Yarmo hell, It was hell if you didn’t do it.”

“With only half the number of customers allowed in, we will definitely be in the red. (Mr. Kobayashi)

Even if there was a distribution, it was not something that could be covered.

“If you have zero income from selling goods and eating and drinking, it’s not possible to cover it. Even if the number of customers is half, the venue will cost the entire venue, and the security costs will remain the same. Doing it is hell, not doing it is hell, but I choose hell to do it. Everyone said that.” (Mr. Kobayashi)

Merchandise sales are the same as tickets

According to a survey by Pia Research Institute, there is a tendency that merchandise sales tend to be about the same as the ticket price.

“There is data that says that if a ticket costs 10,000 yen, each person buys about 10,000 yen at retail stores.In that sense, it is a very large market.

When it comes to summer festivals, the related costs are about 10 times higher. Even if the ticket is 10,000 yen, you actually spend about 100,000 yen on transportation, accommodation, souvenirs, etc.” (Mr. Kobayashi)

Mr. Kobayashi says that sales of goods have not declined even in an era when high prices are a hot topic.

“Product price hikes are sometimes in the news, but I think people tend to start spending money on high-value-added items in the entertainment industry.

From things to things.People are spending money on emotional consumption(Mr. Kobayashi)

Value-added high-priced tickets are selling well

Until now, Ticket Pia has sold tickets of the same price with all seats reserved, but in recent years it has become possible to sell high-priced tickets with a price difference.

For example, tickets for the concert of American singer-songwriter Bruno Mars, who will be performing in Japan in January 2024, are 9,800 yen (including tax) for B reserved seats, while VIP SS seats with goods are 128,000. Yen (including tax) and expensive tickets were sold.

“Until now, it was only for VIPs, but I feel that more and more people are going to the VIP lounge as a family. It’s coming, there’s a clear emphasis on added value these days.

You can watch the awards ceremony on the pitch, talk with the artists, and go on a backstage tour. Then the price will go up at once, but the tickets will be sold.like thisI think that Japanese people are starting to spend money on invisible value.(Mr. Kobayashi)