Victoria’s live performance sector reached record highs in 2024, generating $1.1 billion in ticket revenue and drawing 9.9 million attendees, according to Live Performance Australia’s latest Attendance and Revenue Report.
The figures represent a 14.9 per cent rise in revenue and a 7.4 per cent lift in attendance compared to 2023, marking the strongest results ever recorded for the state.
Victoria secured the second-largest market share nationally, accounting for 33.7 per cent of total industry revenue and 31.4 per cent of attendance—well above its population share. The state’s results significantly contributed to Australia’s overall industry revenue of $3.4 billion and 31.4 million ticketed attendances, both the highest on record since reporting began in 2004.
Contemporary Music was the largest driver of growth in Victoria, contributing 56.8 per cent of revenue and 47.2 per cent of attendances. International tours from Taylor Swift, Coldplay, P!nk, The Weeknd and Pearl Jam delivered a 32.8 per cent revenue increase and a 21.1 per cent boost in attendance.
Special Events also surged, with revenue jumping 141.2 per cent and attendance up 337.8 per cent, thanks to crowd-pullers like Carols by Candlelight, RocKwiz’s Really Really Good Friday and the Christmas Spectacular.
Musical Theatre added further momentum, up 15.3 per cent in revenue and 14.8 per cent in attendance, with blockbuster productions such as Wicked, Beauty and the Beast and The Tina Turner Musical. Other growth categories included Children’s/Family (revenue up 5.3 per cent, attendance up 9.1 per cent) and Opera (revenue up 4.4 per cent, attendance up 15.1 per cent).
Not all sectors shared in the growth. Theatre, Ballet and Dance, Circus and Physical Theatre, and multi-category festivals recorded declines in both revenue and attendance, reflecting broader audience shifts.
Regional Victoria contributed $81.5 million in revenue (7.2 per cent) and 681,600 attendances (6.7 per cent), underscoring the importance of touring beyond Melbourne.
LPA Chief Executive Eric Lassen said: “While the overall results paint a positive story, growth was concentrated in a limited number of categories and states. These mixed outcomes highlight the evolving nature of audience behaviour and preferences, as well as challenging economic conditions overall.”
He added: “Australians clearly value live performance but it’s also a highly discretionary spend for most households… That’s why smart policy interventions such as LPA’s plan for a live performance production incentive are so important.”
