The offline events market will exceed pre-pandemic levels for the first time in 2024

In 2019, the banknote market amounted to 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 forecasts, in 2025 the ticket market will grow by another 17%, up to 265 billion rubles, due to the increase in the number of spectators and ticket prices, thus compensating for inflation. Faced with the reduction of foreign content in cinema, sports and concerts, consumers are turning to theaters, museums and exhibitions, even thanks to the Pushkin Map, experts say.

According to Marina Shipova, director of corporate finance at OKS Labs (by Okkam), St. Petersburg remains the cultural capital whose residents buy the most tickets to museums and theaters, and Moscow is the city with the highest average bill for an event.

Although the market has grown in money, the effect of the 2020 and 2022 crises is affecting the number of tickets sold offline. Even in 2025, according to experts, this figure will not be close to the values ​​of 2019 (467 million compared to 505 million tickets sold).

At the same time, experts expect an increase in attendance thanks 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 gastromusicals, representatives of the service said.

Among the market problems, analysts mentioned the cancellation of events due to unconfirmed “blacklists” of artists, the lack of foreign artists, the large-scale introduction of personalized tickets and the high activity of scammers.