Italian cultural spending: football outpaces theatre and cinema in 2022

Federculture's annual report on Italian cultural consumption reveals a troubling trend: despite a narrative of cultural revival, spending on live performances like theatre, classical concerts, and ballet remains below pre-Covid levels. In 2022, Italians spent €381 million on football (SIAE data), nearly equaling the combined spending on theatre, opera, musicals, ballet, puppetry, variety shows, and jazz concerts. Football also surpassed cinema (€333 million) and theme parks (€333 million). Only discos and dancing (€410 million) exceeded football. Exhibitions accounted for just €101 million. The author, Stefano Monti of Monti&Taft, argues that demand-side incentives like the 18app (€500 for 18-year-olds) have failed. He suggests the real issue lies in the supply side: both the quality of performances and the venues themselves. Theatres and cinemas have not innovated their physical spaces or customer experience, unlike retail stores (e.g., Apple stores) that have turned shopping into an experience. Monti calls for rethinking venues as more than just logistical spaces, emphasizing that the product alone is insufficient without an engaging environment.