` – The consumption of cultural goods and services by Italians recovered ground in June but still remain far from pre-Covid levels. The data is provided by the Observatory of Impresa Cultura Italia-Confcommercio, in collaboration with Swg. In particular, the average monthly expenditure per family goes from € 60 in December 2020 to almost € 70 in June 2021 (+17%).

Live shows still suffer

However, the situation remains difficult: in June only 2% of Italians bought tickets for live shows and concerts, 3% for theater and 4% for cinema. The use of live events, also for the near future, is strongly affected by the fears and uncertainties related to Covid. Limits to the number of admissions (for 51% of the interviewees) and accesses allowed only with the green pass (for over 40%) are among the measures deemed most necessary to visit museums and attend concerts in safety.

The coexistence between classic and digital media

Regular readers of print books are on the rise (25% in June 2021 against 20% in December 2020). Compared to editorial products it stands out a coexistence between paper and digital form, with purchase and use choices linked above all to criteria of practicality (digital product) and taste (paper product).

As for television viewing 42% of the interviewees habitually use streaming platforms for a fee and a quarter of Italians plan to use them as their main tool for watching TV content in the coming months. The predisposition to follow live shows in streaming is decreasing, a sign that digital cannot be considered a completely substitute offer for this type of event.

“We need measures to get back to normal”

For the President of Impresa Cultura Italia-Confcommercio, Carlo Fontana, ”there is a trend towards a recovery in cultural consumption but the data remain far from pre-pandemic levels. It is therefore essential to move on from support interventions specific accompanying measures towards a return to full normality. No more refreshments but targeted and effective investments ”, he concludes.

By Editor

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