New research shows the live entertainment sector contributed at least $17.3 billion in social and economic value to Aotearoa New Zealand in the 12 months to 30 June 2024. The research was carried out by a team including staff from Toi Rauwhārangi College of Creative Arts (CoCA) at Te Kunenga ki Pūrehuroa Massey University and Aotahi School of Māori and Indigenous Studies at the University of Canterbury.

This $17.3 billion figure is higher than previous estimates. It is a more complete accounting of the benefits of live performance, using Te Tai Ōhanga The Treasury tools to enable comparison with other sectors. This includes the impact of consumer spending driven by live shows, employment, taxation and social benefits.

The research findings and how the live performance sector can use them were discussed at the National Summit on the Economic Value and Wellbeing of Live Performance on Monday 4 November at Massey University’s Pukeahu Campus in Wellington.

Leading government officials and representatives of the live performance sector came together to discuss how the sector could use research to tackle structural challenges and to talk about the Government’s upcoming Creative and Cultural Strategy.

The Honorable Paul Goldsmith, Minister for Arts, Culture and Heritage outlined how the Government aims to drive growth and recognition of the vital contributions this sector makes to Aotearoa.

At the event, the research team launched the full report and a tool to enable producers of live shows to estimate the economic and social benefits of their work, which was followed by a panel discussion by renowned arts leader and director Toi Whakaari Drama School Tania. Heke ONZM, Ngā Puhi, Ngāti Porou.

Other key research findings include:

• For every dollar spent on the live show, $3.20 is returned to benefit the wider community
• Audience spending on live performances contributes 1.4% to Aotearoa’s Gross Domestic Product (GDP)
• The live performance activity supports 60,500 full-time equivalent roles
• Over 2.3 million people attended at least one live performance between July 2023 and June 2024
• Attending live performances provides an immediate boost to life satisfaction and contributes to a lasting improvement in overall well-being.

Associate Professor Dave Carter from Te Rewa o Puanga School of Music and Performing Arts says: “This research highlights the essential role that live performance plays in enriching our society and provides an evidence base for the sector to sustain itself.”

The research was made possible by funding from the Ministry of Culture and Heritage Manatū Taonga Te Tahua Whakamarohi i te Rāngai Ahurea Cultural Sector Regeneration Fund.

Read the full report here.