Offline entertainment is growing: new trends in demand for cultural events in Russia

Analysts of ATOL and MTS Live conducted a study of the demand for cultural events among Russians in 2025 and came to the conclusion that there was a significant growth in the offline entertainment segment. Total demand for tickets for cultural events increased by 21% compared to last year.

The most popular were performances (an increase of 37%), museums (an increase of 30%) and concerts (an increase of 26%), where the average cost of tickets rose to 1,371 rubles (concerts) and 1,126 rubles (performances). Musicals also showed significant growth (23%), and cinema attendance increased by 16%.

However, the exhibition segment showed a decrease in demand by 12% with an increase in the average ticket price to 678 rubles.

MTS Live’s data confirms these trends: ticket sales for performances grew more smoothly (+5%), while concerts were the main driver of growth (+49%). In the popular events of the year – a large-scale show by Leonid Agutin, concerts of the group “Beasts” and others – high attendance rates were recorded. Traditional New Year's events, such as the "Treasured Chimes" remain.