ATVENU INSIGHTS

UMBRELLA METRICS

for Industry

$8.47

Avg. Dollar Per Head

$10,038

Avg. Total Gross Merch Sales Per Show

Country

Genre with Most Shows

3,277

Avg. Show Attendance

297 Avg. # of Items Purchased Per Show

K-Pop

Genre with Highest Avg. $/Head

K-Pop

Genre with Highest Avg. Attendance

AVERAGE $/HEAD

for Industry

2021

$8.47

2019

$5.54

2018

$4.85

Insight:

Over the last few years dollar per head has continued to grow, with the largest jump being from 2019 to 2021, a 53% increase. While a portion of that is due to the average merch item price increasing, the rest is from a combination of two things: 1. fans are spending 22% more at concerts and 2. more fans at those concerts are buying merchandise (19% in 2021, up from 11% in 2019).

AVERAGE $/HEAD

by top 15 Genres

AVERAGE GROSS SALES BY SHOW

by Genre

AVERAGE $/HEAD

top 5 genres

K-Pop
$15.28
(avg. $/Head)
Hard Rock
$12.49
(avg. $/Head)
Hip Hop/Rap
$11.23
(avg. $/Head)
Heavy Metal
$11.17
(avg. $/Head)
Pop
$9.19
(avg. $/Head)

PERCENTAGE OF ATTENDEES BUY MERCHANDISE

broken down by genre

AVG. PAYMENT METHOD TYPE

credit cards vs cash

84%

Credit Cards

16%

Cash

In 2019 the CC split was 65/35. In 2021, many venues went cashless and those that didn't saw a decline in cash payments of more than 50% compared to previous years.

Insight:

The percentage of attendance buying merchandise has grown over the last few years, from 11% in 2019 to 19% in 2021.
The top 3 genres in average $/head unsurprisingly have some of the highest percentage of fans buying merchandise, specifically K-Pop with almost 1/3 of fans buying merchandise.
A few genres including Hard Rock and Heavy Metal doubled their average $/head in 2021 from 2019.

SHOW BREAKDOWN BY ATTENDANCE GROUPING

for all shows in 2021

15%

1-500

21%

501-1500

13%

1501-3000

14%

3001-5000

20%

5001-10000

10001-15000

15001-20000

20000+

AVG. $/HEAD BY ATTENDANCE GROUPING

for all shows in 2021

STREAMING VS MERCHANDISE

avg. stream = $0.004 and 1 band tee = $35

8,750

streams

band tee

AVG. YEARLY STREAMING REVENUE

based on 2020 Spotify published metrics*

$625

AVG. NIGHTLY MERCH REVENUE

from a single show in 2021

$10,038

PERCENTAGE OF TOTAL GROSS MERCH SALES

from the top selling 3 items

61%

3 Items

All Others

NUMBER OF UNIQUE ITEMS BROUGHT INTO A SHOW

based on all atVenu Count In sheets

Insight:

Of all shows in 2021, the average number of items counted into a show was 13, down from 17 in 2019
3 items continue to make up a majority of sales, growing from 50% in 2019 to 61%
The average artist makes 16x more per show in Gross Merchandise Sales than a full year of streaming royalties
Artists with 15 or more items in their product line averaged a lower $/head than artists with fewer items. To learn more click here

TOP 15 MARKETS BY AVG. $/HEAD

and their average attendance

1
Houston, TX
$/Head: $9.74 • Avg. Attendance: 3,325
2
Cleveland, OH
$/Head: $9.12 • Avg. Attendance: 1,285
3
Dallas, TX
$/Head: $9.09 • Avg. Attendance: 3,920
4
Phoenix, AZ
$/Head: $8.82 • Avg. Attendance: 3,249

5
Seattle, WA
$/Head: $8.68 • Avg. Attendance: 1,279
6
Salt Lake City, UT
$/Head: $8.67 • Avg. Attendance: 2,653
7
Detroit, MI
$/Head: $8.52 • Avg. Attendance: 3,412
8
Portland, OR
$/Head: $8.29 • Avg. Attendance: 1,189

9
Atlanta, GA
$/Head: $8.20 • Avg. Attendance: 3,990
10
Kansas City, MO
$/Head: $7.94 • Avg. Attendance: 1,691
11
Los Angeles, CA
$/Head: $7.94 • Avg. Attendance: 1,764
12
Denver, CO
$/Head: $7.94 • Avg. Attendance: 2,674

13
Minneapolis, MN
$/Head: $7.93 • Avg. Attendance: 3,017
14
Columbus, OH
$/Head: $7.66 • Avg. Attendance: 2,135
15
San Francisco, CA
$/Head: $7.56 • Avg. Attendance: 2,205

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. Los Angeles is 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 2021

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

1
T-Shirt
$35.00
52% of all items sold
2
Long Sleeve
$49.00
7%
3
Koozie
$6.00
5%
4
Hat
$30.00
5%
5
Pullover Hoodie
$60.00
4%
6
Poster
$35.00
4%
7
Sweatshirt
$60.00
3%
8
Vinyl
$37.00
3%
9
Zip-up Hoodie
$65.00
2%
10
CD
$20.00
2%

TOP T-SHIRT COLORS

of 2021

61%

Black

15%

White

11%

Red

Grey

Charcoal

Navy

All Others

Trends We're Seeing For 2022

Cashless: More venues and festivals are going cashless and seeing an increase in $/Head
Tipping: While not new, tip amounts are up and more artists, venues and festivals are accepting them
Preorders: We expect more preorder offerings allowing fans to preview and purchase merch prior to the show
Tax On Top: With cashless environments, expect to see taxes charged on top of the sale price

ATVENU INSIGHTS

UMBRELLA METRICS

for Industry

$8.47

Avg. Dollar Per Head

$10,038

Avg. Total Gross Merch Sales Per Show

Country

Genre with Most Shows

3,277

Avg. Show Attendance

297

Avg. # of Items Purchased Per Show

K-Pop

Genre with Highest Avg. $/Head

K-Pop

Genre with Highest Avg. Attendance

AVERAGE $/HEAD

for Industry

2021

$8.47

2019

$5.54

2018

$4.85

Insight:

AVERAGE $/HEAD

by top 15 Genres

AVERAGE GROSS SALES BY SHOW

by Genre

AVERAGE $/HEAD

top 5 genres

PERCENTAGE OF ATTENDEES BUY MERCHANDISE

broken down by genre

AVG. PAYMENT METHOD TYPE

credit cards vs cash

Insight:

SHOW BREAKDOWN BY ATTENDANCE GROUPING

for all shows in 2021

AVG. $/HEAD BY ATTENDANCE GROUPING

for all shows in 2021

STREAMING VS MERCHANDISE

avg. stream = $0.004 and 1 band tee = $35

AVG. YEARLY STREAMING REVENUE

based on 2020 Spotify published metrics*

AVG. NIGHTLY MERCH REVENUE

from a single show in 2021

PERCENTAGE OF TOTAL GROSS MERCH SALES

from the top selling 3 items

NUMBER OF UNIQUE ITEMS BROUGHT INTO A SHOW

based on all atVenu Count In sheets

TOP 15 MARKETS BY AVG. $/HEAD

and their average attendance

Houston, TX

Cleveland, OH

Dallas, TX

Phoenix, AZ

Seattle, WA

Salt Lake City, UT

Detroit, MI

Portland, OR

Atlanta, GA

Kansas City, MO

Los Angeles, CA

Denver, CO

Minneapolis, MN

Columbus, OH

San Francisco, CA

TOP SELLING ITEMS

of 2021

1

T-Shirt

2

Long Sleeve

3

Koozie

4

Hat

5

Pullover Hoodie