In 2019, the ticket market was 190 billion rubles; in 2020 it fell to 65 billion rubles. By 2023, sales had partially recovered, and the market volume reached 189 billion rubles, according to a study reviewed by RB.RU.
According to the forecast, in 2025 the ticket market will grow by another 17%, to 265 billion rubles, due to an increase in the number of spectators and ticket prices, compensating for inflation. In the face of a reduction in foreign content in cinema, sports and concerts, consumers are switching to theaters, museums and exhibitions, including thanks to the Pushkin Map, experts noted.
According to Marina Shipova, director of corporate finance at OKS Labs, St. Petersburg remains the cultural capital, whose residents buy the most tickets to museums and theaters, and Moscow is the city with the largest average ticket per event.
Despite the fact that the market has grown in money, the effect of the shocks of 2020 and 2022 is affecting the number of tickets sold offline. Even in 2025, according to experts, this figure will not approach the values of 2019 (467 million versus 505 million tickets sold).
At the same time, experts expect an increase in attendance due to Russian content providers and the launch of new platforms and formats. For example, MTS Live will open a clown theater, and Yandex Afisha will continue to promote unusual events, such as gastro-musicals, service representatives said.
Among the market problems, analysts named the cancellation of events due to unconfirmed “blacklists” of artists, the lack of foreign performers, the large-scale introduction of personalized tickets and the high activity of scammers.
Cover photo: Olga Zinovskaya / Shutterstock
Source: rb.ru
