- Ticketmaster “Comedy State of Play” report reveals eight-fold increase in comedy date nights in last decade
- Number of comedy events at an all-time high, with almost 100 female headliners taking to the stage this year
- Influence of social media and increased demand for shared experiences found to be top contributors for rapid growth
Ticketmaster, the global market leader in live event ticketing, releases new research revealing how laughter is transforming the dating scene. Nearly one in five Brits (18%) are choosing to take a date to a live comedy show, a huge shift since 2014, when Ticketmaster’s Comedy State of Play report found that only 2% of attendees would consider this.
Released ahead of International Singles’ Day (11th November), the survey of 2,000 U.K. adults shows that younger generations are choosing live comedy shows rather than more traditional dating experiences. Nearly half of those under 35 say that memorable moments and shared experiences are their top priorities.
The rise of comedy as a popular choice for dating is contributing towards the growth of the U.K. comedy scene, with the number of comedy events reaching an all-time high in 2024. This thriving environment is creating more demand to see up-and-coming comedians, with the top 5 acts now accounting for only 35% of ticket sale shares, compared to 50% in 2014. As a result, talent is becoming more diverse with 98 female comedian headliners having taken to the stage this year, a five-fold increase from 2019, in which there were only 20.
Comedy sparks social connections
Comedy venues are becoming a place for socialising and bonding through the natural high of laughter – with a quarter of audience members choosing to not drink alcohol during a show. Almost half (49%) look forward to crowd interactions, showing the desire to build a deeper connection with the performers.
Despite a clear nationwide love of live comedy, acceptable behaviours and genre preferences are differing significantly across regions –
- Regional humour resonates the best with Scots (24%), followed by the Welsh (26%); 87% of Southerners, however, do not enjoy this genre
- Dirty jokes are winners in Scotland (30%), resonating significantly less with those comedy lovers in Greater London (20%)
- Gig-goers in the Southwest (41%) are the most likely to cry from laughter at a show
- Comedy-lovers in the Northeast (25%) are the ones laughing at inappropriate moments
- Fans across the Northwest are causing the most disruptions, with 15% heckling during a performance and 11% stage crashing
Social Media Drives Comedy Growth
The dynamic comedy scene is being driven hugely by social media. On Facebook, Instagram and TikTok, fans of all ages are swiftly booking live shows after discovering their new favourite comedians online (64%). This is a trend that has risen significantly over the past ten years, with only 8% doing so in 2014. The power of social media comes with its negatives, with almost a third of Gen Z admitting that they would not pay to see a comedian live if they had not already seen them on TikTok first. This highlights the importance of comedians building their presence both online and in real life.
Andrew Parsons, Managing Director of Ticketmaster UK said:
“We’re thrilled to see that comedy in the UK is alive and well, which we know has been driven hugely by social media and the joy of live experiences. The industry is truly thriving – more so than ever before – and going to see live comedy can genuinely now be seen as a hot ticket on the dating scene.
“It’s great to chart the rise in female headliners over the past decade and, as more comedy nights are taking place than ever before, it’s fantastic to witness more diverse voices and perspectives taking centre stage.”
For comedy promoters, festivals, and venues: keep an eye out forTicketmaster’s upcoming insights on how to integrate these results into your comedy strategy. Want to improve your comedy strategy? Get in touch today here.
For fans eager for some laugher, check out Ticketmaster’s Comedy Guide here.
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Author: Adam Parry
Adam is the co-founder and editor of www.eventindustrynews.com Adam, a technology evangelist also organises Event Tech Live, Europe’s only show dedicated to event technology and the Event Technology Awards. Both events take place in November, London.
