Live streaming can’t save classical music according to a recent report into classical music events by the classical music streamer Primephonic. The report is based on research commissioned by Primephonic and conducted by YouGov who carried out an online survey of a representative sample of 1145 US adults aged 18+ between the 20th and 21st July 2020. The report looked into the challenges facing the classical music community during the COVID-19 pandemic.
The data shows that the majority of American classical music fans are indeed very worried about the financial future of their favourite orchestras, ensembles, and artists. Yet, even if local officials allow live performances, the majority of classical fans will still not feel comfortable attending live performances for the remainder of the year.
Key conclusions of the report
- 73% of Americans who consider classical their favourite genre are (very) worried about the financial future of their favourite orchestras/ensembles/artists
- The majority (56%) of American classical music fans do not feel comfortable attending a classical concert anytime this year
- Almost 70% (68%) of American classical music fans have not attended a live stream (video) since the COVID-19 outbreak
- The majority of Americans (51%) are unwilling to pay for live streams
- Of those classical fans who have not attended a live stream – 30% are unfamiliar with the concept of live streaming, 38% are familiar with the concept of live streaming but do not understand how it works, and the remaining 32% are familiar with concept of live streaming and understand how it works, but do not feel that it is an adequate replacement for live performances
- 60% of Americans who consider classical music to be their favourite genre would be willing to donate to local arts organizations via streaming platforms
The conclusion of the research is that the live stream/pay-per-video model may help the classical community navigate the COVID-19 crisis, but to thrive in the long term, the classical music industry will need to embrace audio-streaming platforms for recorded music and find new, innovative ways to connect with their subscribers.
The full report, ‘Live streaming can’t save classical music’ is freely available and can be downloaded here.
