Why More Creators Are Turning to Live Streaming
Why More Creators Are Turning to Live Streaming
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The High Costs of Touring
Going on tour is an expensive endeavour. Beyond venue hire, artists and performers face costs for:
Travel & accommodation for themselves and their team
Production expenses, including equipment, staging, and crew
Marketing & promotion to sell tickets
Food, drinks, and daily expenses on the road
These costs have skyrocketed in recent years. In 2022, the cost of touring was estimated to have increased by 30-50% compared to pre-pandemic levels due to inflation, fuel prices, and supply chain issues affecting equipment rentals and logistics. Even well-established artists have struggled, with some forced to cancel tours due to unsustainable expenses.
The Financial Squeeze on Fans
It’s not just artists feeling the pinch, fans are also spending less on live events. With global inflation and the cost-of-living crisis, discretionary spending on entertainment has taken a hit.
A 2023 UK study found that 66% of consumers were cutting back on non-essential spending, with live event tickets among the first to go.
A U.S. survey by Morning Consult reported that 41% of Americans were attending fewer concerts due to financial constraints, citing high ticket prices, travel costs, and expensive on-site spending on food and drinks.
Even when fans want to support their favourite creators, the additional costs of transportation, accommodation, and on-site purchases make in-person attendance less accessible.
The Closing of Live Venues
A further challenge for performers is the decline in available venues. Rising rents, operational costs, and the aftermath of the pandemic have forced many iconic spaces to shut down.
In the UK alone, 125 grassroots music venues closed in 2023, according to the Music Venue Trust, representing 15% of all independent venues.
In the U.S., over 90,000 restaurants, bars, and live entertainment spaces shut down in 2020-2022, with many failing to recover.
Even larger venues face challenges, with several arenas reducing their events due to lower ticket sales and higher operational costs.
With fewer venues, fewer tours can take place, leaving artists looking for alternative ways to perform and reach audiences.
Live Streaming: A Flexible, Global Solution
Given these challenges, live streaming has emerged as a powerful alternative, allowing creators to perform without the limitations of physical touring.
No geographical restrictions: Creators can reach a global audience without worrying about travel logistics.
Lower costs, higher margins: Streaming eliminates venue rental, travel, and many logistical expenses, making it a more profitable option.
Interactive experiences: Unlike in-person shows, live streaming allows real-time audience engagement through chat, Q&A sessions, and reactions, creating a direct connection with fans.
Casual or high-production setups: Whether using a professional studio setup with cameras and broadcast software or a simple laptop or phone, creators have full flexibility in how they present their content.
Many creators have built entire online fan communities around regular live streams, turning them into sustainable revenue streams without leaving their homes.
Combining Touring and Streaming for Maximum Reach
For those who still enjoy performing live, streaming can complement in-person events rather than replace them. Many artists are now live-streaming selected shows from their tours, allowing:
Fans around the world to join the experience even if they can't attend in person.
An additional revenue stream from digital ticket sales.
Maximised exposure by reaching both live and online audiences simultaneously.
Since many tours already involve recording and broadcasting elements, integrating a streaming platform like Lounges.tv is a simple way to open up an event to online audiences. By strategically promoting live-streamed shows alongside in-person tickets, artists can cater to both physical and virtual audiences.
Looking Ahead: The Future of Live Entertainment
While traditional touring isn’t disappearing, the economic and technological landscape is pushing creators to diversify their approach. Hybrid experiences where live performances are also available via streaming are becoming more common and allow artists to future-proof their careers.
As more creators embrace live streaming, the industry is shifting toward a model that prioritises flexibility, global access, and direct fan engagement. For performers looking to reach their audience without the financial burden of touring, live streaming is no longer just an option, it’s an essential tool in the modern entertainment landscape.
