Average daily ticket sales at UK venues are down 93% since the lockdown started on 17 March.
But updated data from TRG Arts and Purple Seven shows "a steep increase in the proportion of tickets being purchased by loyalists," defined as people who have attended a venue three or more times previously.
Ticket sales among this group have grown 43% during the ten days to 26 March.
- Covid-19 closures could cost more than £1m per day
- Two-thirds of tickets turned into credit or donations
Purple Seven CEO Stuart Nicolle said "we're seeing that it's not impossible to sell tickets in this market, but the focus of marketing activity must be on specific types of attendees and long-term programming".
"What you do now and how you focus your limited resources will make a major difference to the speed of the sector’s recovery."