ATVENU INSIGHTS

UMBRELLA METRICS

for Industry

$5.54

Avg. Dollar Per Head

$7,065

Avg. Total Gross Merch Sales

Country

Genre with Most Shows

1,548

Avg. Show Attendance

297

Avg. # of Items Purchased Per Show

K-Pop

Genre with Highest Avg. $/Head

Hip
Hop

Genre with Highest Avg. Attendance

AVERAGE $/HEAD

for Industry

2019

$5.54

2018

$4.85

2017

$4.37

Insight:

Over the last 3 years we have seen the $/Head continue to grow, and while you would assume it is based on bigger artists going on tour, we see the same percentage of shows in large cap venues vs small cap over the last few years…what has changed is the average number of items purchased per show has continued to grow. Fans are buying more merch!

AVERAGE $/HEAD

by top 15 Genres

AVERAGE $/HEAD

Top 5 Genres

  • K-Pop
    $7.95
    (avg. $/Head)
  • Pop
    $7.27
    (avg. $/Head)
  • Hip Hop
    $6.85
    (avg. $/Head)
  • Alternative
    $6.12
    (avg. $/Head)
  • Metal
    $5.90
    (avg. $/Head)

AVERAGE GROSS SALES BY SHOW

by Genre

MAX GROSS SALES FROM A SINGLE SHOW

by Genre

AVERAGE ARTIST SPLIT

for Industry

80%
The average artist/venue split is 80% to the artist, 20% to the venue. This has been consistent for 2017, 2018, and now 2019.

AVERAGE PAYMENT METHOD TYPE

Credit Cards vs Cash

65%
Credit Cards
35%
Cash

AVERAGE TRANSACTIONS BY HOUR

for Industry

Insight:

  • Credit cards have been increasing as the primary use to buy merchandise at shows, up from 61% in 2018.
  • While artist cuts range from 70-90%, the average for the last 3 years has held steady at 80%.
  • This year we saw an increase in overall pre show sales with 4 PM – 6 PM making up 46% of sales on an average day during this time. This is up from 40% in 2018

SHOW BREAKDOWN BY ATTENDANCE GROUPING

for all shows in 2019

26%
1-500
21%
501-1000
29%
1001-3000
6%
3001-5000
6%
5001-10000
4%
10001-15000
4%
15001-20000
4%
20000+

AVERAGE $/HEAD BY ATTENDANCE GROUPING

for all shows in 2019

NUMBER OF UNIQUE ITEMS BROUGHT INTO A SHOW

Based on all atVenu Count In sheets, the below is a breakdown of percentage of shows by the number of items counted in

Includes music, dvds, vinyls and casettes
Insight:
  • Of all 125,000+ shows in 2019, the average number of items counted into a show was 17.
  • On average, 3 items generate 50% of  a show's Gross Merchandise Sales.
  • 75% of a show's Gross Merchandise Sales comes from an average of only 4 items.

MERCH VS MEDIA SALES

Average breakout of merchandise vs. media

Includes music, dvds, vinyls and casettes

2019

95%

2018

92%

2017

85%

Merch
Media
Apparel and other accessory items continue to be the preferred choice of merch fans buy at shows, growing from 85% in 2017 to 95% in 2019. While media sales continue to decline as a total percent of sales, CD and vinyl items are still within the top 10 items sold.

TOP 15 MARKETS BY AVERAGE $/HEAD

We plotted the 15 markets with the highest average $/Head and included that market's average attendance

  • 1

    San Antonio, TX

    $/Head: $7.26 • Avg. Attendance: 2,530
  • 2

    Salt Lake City, UT

    $/Head: $7.11 • Avg. Attendance: 1,915
  • 3

    Orlando, FL

    $/Head: $6.88 • Avg. Attendance: 1,961
  • 4

    Dallas, TX

    $/Head: $6.83 • Avg. Attendance: 2,166
  • 5

    Houston, TX

    $/Head: $6.81 • Avg. Attendance: 3,399
  • 6

    Tulsa, OK

    $/Head: $6.79 • Avg. Attendance: 2,641
  • 7

    Detroit, MI

    $/Head: $6.64 • Avg. Attendance: 1,916
  • 8

    Phoenix, AZ

    $/Head: $6.63 • Avg. Attendance: 2,629
  • 9

    Sacramento, CA

    $/Head: $6.62 • Avg. Attendance: 3,285
  • 10

    Greater Los Angeles, CA

    $/Head: $6.55 • Avg. Attendance: 3,124
  • 11

    Greater New York City, NY

    $/Head: $6.38 • Avg. Attendance: 2,686
  • 12

    San Diego, CA

    $/Head: $6.37 • Avg. Attendance: 1,765
  • 13

    Saint Louis, MO

    $/Head: $6.32 • Avg. Attendance: 1,880
  • 14

    Cleveland, OH

    $/Head: $6.31 • Avg. Attendance: 1,674
  • 15

    Atlanta, GA

    $/Head: $6.26 • Avg. Attendance: 2,659
Markets are determined based on settled atVenu shows from an artist account and taking the average $/head of all shows that were in that market. Los Angeles and New York were combined due to the number of varying areas around those cities within a small radius.

TOP SELLING ITEMS

of 2019

These are the top 10 items ranked by % of sales and the average price they sold for
  • 1

    T-Shirt

    $35.00
    50% of all items sold
  • 2

    Long Sleeve

    $46.00
    5%
  • 3

    Hat

    $34.00
    4%
  • 4

    Pullover Hoodie

    $61.00
    4%
  • 5

    CD

    $20.00
    4%
  • 6

    Koozie

    $6.00
    3%
  • 7

    Poster

    $31.00
    3%
  • 8

    Sweatshirt

    $55.00
    2%
  • 9

    Zip-up Hoodie

    $60.00
    2%
  • 10

    Vinyl

    $37.00
    1%

TOP T-SHIRT COLORS

of 2019

59%
Black
13%
White
11%
Red
5%
Grey
2%
Charcoal
2%
Navy
8%
All Others
Tips for 2020 success:
  • The more items you bring with you doesn’t mean the more revenue you’ll make. On average, 4 items make up 75% of sales. Too many items can eat into your tour merchandise profit.
  • Pre-show sales are growing as a larger percentage of total sales compared to after show sales in past years. Be prepared with the inventory and setup you need to maximize your revenue potential.