ATVENU INSIGHTS

UMBRELLA METRICS

for Industry

$8.71

Avg. Dollar Per Head

$21,078

Avg. Total Gross Merch Sales Per Show

Country

Genre with Most Shows

2,420

Avg. Show Attendance

517

Avg. # of Items Purchased Per Show

K-Pop

Genre with Highest Avg. $/Head

K-Pop

Genre with Highest Avg. Attendance

AVERAGE $/HEAD

for Industry

2023

$8.71

2022

$8.16

2021

8.47

Insight:

2023 saw a +7% increase in the industry average $/head. Although a similar percentage of fans are buying merchandise the average item prices have slightly increased from the prior year contributing to the overall industry average increase.

AVERAGE $/HEAD

by top 15 Genres

AVERAGE GROSS SALES BY SHOW

by Genre

AVERAGE $/HEAD

top 5 genres

  • K-Pop
    : $22.58
    (avg. $/Head)
  • Hard Rock:
    $13.90
    (avg. $/Head)
  • Hip Hop/Rap:
    $12.23
    (avg. $/Head)
  • Indie Rock
    : $11.03
    (avg. $/Head)
  • Metal
    : $10.85
    (avg. $/Head)

PERCENTAGE OF ATTENDEES BUY MERCHANDISE

broken down by genre

AVG. PAYMENT METHOD TYPE

credit cards vs cash

95%
Credit Cards
5%
Cash
Fan interest in concert merchandise continues to be strong with latin, folk, and punk see a noticeable jump from prior year. K-pop and hard rock continue to be above average with pop and hip hop/rap remaining the same at 21%.

Insight:

  • 21% of fans buy merchandise at concerts, slightly above the prior year (20% in 2022)
  • 11% of all concerts in 2023 were 10K+ attendance shows, double that of 2022
  • Mid-cap and stadium attendance shows have the largest growth in percent of fans buying merchandise in 2023 at 21% and 19%, respectively

SHOW BREAKDOWN BY ATTENDANCE GROUPING

for all shows in 2023

22%
1-500
32%
501-1500
16%
1501-3000
9%
3001-5000
10%
5001-10000
5%
10001-15000
2%
15001-20000
4%
20000+

AVG. $/HEAD BY ATTENDANCE GROUPING

for all shows in 2023

STREAMING VS MERCHANDISE

avg. stream = $0.00318 and 1 band tee = $36

11,320
streams
=
1
band tee

AVG. YEARLY STREAMING REVENUE

based on Spotify published metrics*

$625

AVG. NIGHTLY MERCH REVENUE

from a single show in 2023 (<1,500 Capacity)

$5,294

PERCENTAGE OF TOTAL GROSS MERCH SALES

from the top selling 3 items

63%
    
3 Items
All Others

NUMBER OF UNIQUE ITEMS BROUGHT INTO A SHOW

based on all atVenu Count In sheets

Insight:
  • The average artist product line is 14 items, down from 16 items in 2022. When breaking it out by genre, the top ranking genres average 9 items while genres with a lower average $/head, like country, continue to average 20+ items
  • 3 items continue to make up a majority of an artist's Gross Sales averaging 63% of Sales
  • The average small to mid-cap artist makes 8x more per show in Gross Merchandise Sales than a year's worth of streaming royalties
  • Accessory items show a jump in 2023 with specific accessories per genre showing higher sales than prior years: cards and stickers for K-Pop, tote bags for pop,  koozies for country, and cups for metal as some examples

TOP 15 MARKETS BY AVG. $/HEAD

and their average attendance

  • 1

    Las Vegas, NV

    $/Head: $13.86 • Avg. Attendance: 697
  • 2

    Alburquerque, NM

    $/Head: $13.10• Avg. Attendance: 1,331
  • 3

    Oakland, CA

    $/Head: $12.49 • Avg. Attendance: 1,164
  • 4

    Greater Dallas, TX

    $/Head: $11.82 • Avg. Attendance: 4,063
  • 5

    Houston, TX

    $/Head: $11.79 • Avg. Attendance: 697
  • 6

    Greater Phoenix Area, AZ

    $/Head: $11.76 • Avg. Attendance: 4,063
  • 7

    San Antonio, TX

    $/Head: $11.64 • Avg. Attendance: 658
  • 8

    Greater Los Angeles, CA

    $/Head: $11.46 • Avg. Attendance: 3,812
  • 9

    Salt Lake City

    $/Head: $11.21 • Avg. Attendance: 658
  • 10

    El Paso, TX

    $/Head: $11.01 • Avg. Attendance: 3,473
  • 11

    Cleveland, OH

    $/Head: $10.91 • Avg. Attendance: 1,331
  • 12

    Kansas City, MS

    $/Head: $10.90 • Avg. Attendance: 975
  • 13

    Atlanta, GA

    $/Head: $10.65 • Avg. Attendance: 1,331
  • 14

    Seattle, WA

    $/Head: $10.53 • Avg. Attendance: 658
  • 15

    Oklahoma City, OK

    $/Head: $10.52 • Avg. Attendance: 1,164
Rankings are determined based on settled atVenu shows from an artist account and taking the average $/head of all shows in that market. Cities with less than 100 shows are excluded. Phoenix, Dallas, Chicago and Detroit are a consolidation of surrounding cities and grouped as one market.

*Avg. Yearly Streaming Revenue per artist = total royalties distributed to artists / total artists on their platform ($5B / 8M)
Spotify published metrics can be found here regarding the total royalties distributed to artists in 2020 ($5B+) and here for the number of estimated artists on their platform in 2020(~8M+). Our numbers are estimates and not official numbers from Spotify.

TOP SELLING ITEMS

of 2023

These are the top 10 items ranked by % of all items sold and the average price they sold for (pre-tax).
  • 1

    T-Shirt

    $36.00
    57% of all items sold
  • 2

    Pullover Hoodie

    $64.00
    6%
  • 3

    Hat

    $31.00
    5%
  • 4

    Koozie

    $6.00
    3.4%
  • 5

    Poster

    $40.00
    3.0%
  • 6

    Long Sleeve Shirt

    $42.00
    2.7%
  • 7

    Sweatshirt

    $53.00
    2.6%
  • 8

    Tote Bag / Bag

    $25.00
    2.3%
  • 9

    Vinyl

    $33.00
    1.8%
  • 10

    Stickers

    $5.00
    1.4%

TOP T-SHIRT COLORS

of 2023

53%
Black
11%
White
4%
Natural/Tan
3%
Grey
3%
Green
3%
Blue
23%
All Others
Trends We're Seeing For 2024
  • Cashless: This is the new normal. Even compared to credit cards Tap To Pay for credit cards is more popular than inserting a chip or swiping.
  • Accessories: Depending on genre, specific accessory items are growing in popularity and making their way into the top 5 of items sold.
  • Streamlined Product Lines: Smaller product lines continue to show a higher average in sales per show than larger product lines. Less is more.