Among Latvian residents, there is a high desire to attend various entertainment events – Society, safety

In March of this year, research company Kantar conducted a survey of the population of Latvia in order to find out the attendance plans for entertainment events for the next six months.

The results of the research reveal that in 2024, the majority (75%) of Latvian residents plan to attend one of the events. However, compared to the study conducted at the beginning of 2022, this indicator has significantly decreased (by 8 percentage points). This may have been influenced by both the COVID-19 pandemic (when the attendance of events was limited, so in 2022 the plans were bigger than the possibilities) and in recent years the concerns of the population about the rising costs and the financial situation of the household, which in turn is currently increasing the caution regarding for various expenses.

During the next 6 months, women, residents aged 18-24, residents of the Riga region, Latvians and families with children plan to visit one of the entertainment events relatively more often. It can also be observed that the plans to attend events are largely related to financial possibilities – residents with higher family incomes (over 1000 euros per family member) plan to visit them more often.

Demand for various concerts remains high among the population of Latvia (41%), and this is more often characteristic of Latvians (48%).

Latvian residents have an average high interest (27%) in visiting cinemas, exhibitions and museums, as well as theaters. In the last two years, citizens’ interest in visiting exhibitions and museums has grown significantly (by 8 percentage points), and in general, this is characteristic of all population groups (regardless of age, gender and place of residence).

Regarding visiting the cinema and theater, the interest of citizens has decreased over the last two years: cinema by 5 percentage points, and theater visits by 9 percentage points. Citizens aged 18-44 and residents of Riga (38%) are more interested in cinema visits, as well as residents with higher family incomes – over 1,500 euros per family member (40%). On the other hand, visiting the theater is more interesting for women (33%), residents of Riga (33%) and older people (66-74 years), (38%).

Interest in attending one of the sports events remains at a similar level as in 2022 – 19%. Families with children are more interested in visiting sports events (25%). Analyzing the data in age groups and by gender, no significant differences can be observed.

A small drop (3 percentage points) can be observed in the plans to visit festivals – 11% of Latvian residents plan to visit them in the next 6 months, and this is more common among young people aged 18-24 (34%) and Latvians (15%).

About the Latvian population survey

The Kantar company conducted the survey between March 9 and 11, 2024, surveying 1,000 residents aged 18 to 74 across Latvia via the Internet.

The Kantar study in the Internet environment is representative of the Latvian population as a whole. The sample set is based on random sampling, and in its organization, Kantar strictly adheres to the ESOMAR recommendation survey on the internet in creating and conducting the sample.

About Kantar

Kantar is the leading research and consulting company in Latvia. Kantar is one of the world’s largest research companies with experts in more than 90 countries. Kantar Group is one of the world’s leading data, insights and consulting companies.

Kantar in Latvia is a research company with 30 years of experience that conducts market, public opinion and media research and provides recommendations for the growth of our clients’ business. We provide companies with valuable insights to make important decisions and drive growth. With expertise in innovation, branding and communications, customer activation and consumer relations, we help our clients identify, optimize and activate valuable moments with real impact on their business development.

Kantar in Latvia