A lesson for universities on the value of ‘presence’, drawn from concerts and stadiums

A heated debate is currently taking place at Italian universities on the issue of declining lecture attendance in the wake of Covid. Whilst it is difficult to measure the phenomenon precisely, the perception is widespread. One of the possible causes cited is the continued availability of lecture recordings on university platforms: a legacy of the pandemic that students regard as a valuable resource, as it allows them to catch up, review and organise their studies with greater flexibility. During the pandemic, 80.3 per cent of students surveyed by AlmaLaurea particularly appreciated the opportunity to rewatch recorded lectures.

The most obvious response would be to restrict recordings or to reiterate that face-to-face lessons ‘are better’. But two industries facing the same digital competition – albeit with all the necessary distinctions – suggest a different approach. In 2025, concerts in Italia attracted 31.5 million attendees – 8.7 per cent more than the previous year – and generated over 1.16 billion euros in box-office takings. Football, too, has regained its lost audience: in the 2023–24 season, taking into account domestic leagues and European cups, stadiums recorded 21 million attendances, compared with 15.8 million before the Covid pandemic; Serie A achieved an average attendance of 31,172, the highest since 1992–93. The 2025 SIAE figures show a slight dip for football, but this does not detract from the strength of the recovery.

The point is obviously not to equate the university with entertainment, but to recognise a common economic principle. When digital technology makes content accessible anywhere and at virtually no marginal cost, the value of face-to-face interaction can no longer depend on the mere delivery of that same content. The value of being physically present must stem from what cannot be replicated remotely.

Why do millions of people invest time and money in travelling to a stadium or arena, when music and matches are available at home at less cost and with less effort? The answer seems to lie in three words: experience, emotion and identity.

A concert isn’t simply a better-sounding version of Spotify, just as a stadium isn’t just a bigger television screen. They are experiences: the journey, the anticipation, the venue, the people and the rituals are all part of the event. They are emotions: being close to the artists or sportspeople (even several metres away and without direct interaction) creates a sense of engagement that the screen cannot fully convey. They are about identity: being there affirms one’s belonging to a community, particularly in football, where presence becomes a declaration of loyalty.