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A Year In Review 2025

ARTIST MERCH EDITION
Average $/Head

By year

2023

$8.79

2024

$9.90

2025

$10.24

Average % Fans

Buying merchandise

2023

20%

2024

21%

2025

21%

Insight:

2025 experienced a slight increase in average per person, rising by 3% compared to the previous year. The growth is mainly seen in smaller venue capacities, while larger venues saw a slight decline in average per person.

Average $/Head By Cap Grouping

2024 vs 2025
2024 Avg. $/Head
2025 Avg. $/Head
2024 Avg. $/Head
2025 Avg. $/Head
Highest Number Of Shows

Rock

Highest Avg. Attendance

Rock

Highest Avg. $/Head

K-Pop

Highest Single Night Show Revenue

Country

Highest Number Of Shows

Rock

Highest Avg. Attendance

Rock

Highest Avg. $/Head

K-Pop

Highest Single Night Show Revenue

Country

Average $/Head

By top 15 Genres
2025 Avg. $/Head
YoY Growth %
2025 Avg. $/Head
YoY Growth %
Insight:
  • 21% of fans buy merchandise at concerts, comparable to prior year (20% in 2024, 21% in 2023)
  • Shows under 3k saw an increase in volume compared to prior years, up to 7ppt compared to 2023
  • Stadium attendance continues to show elevated percentage of fans buying merchandise, with small- and mid-cap sized attendance also seeing an increase from prior year
Streaming VS Merchandise

Avg. Stream = $0.00318 & 1 Band Tee = $36

11,320

streams

=

1

band tees

Avg. Yearly Streaming Revenue

Based On Spotify Published Metrics*

$625

Avg. Nightly Merch Revenue

From A Single ShowIn 2024 (<1,500 Capacity)

$6,342

Streaming VS Merchandise

Avg. Stream = $0.00318 & 1 Band Tee = $36

11,320

streams

=

1

band tees

Avg. Yearly Streaming Revenue

Based On Spotify Published Metrics*

$625

Avg. Nightly Merch Revenue

From A Single ShowIn 2024 (<1,500 Capacity)

$6,342

Percentage Of Total Gross Merch Sales

From The Top Selling 3 Items

63%

3 Items
All Others
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 Counts In Sheets

% of Orders
Number Of Unique Items Brought Into A Show

Based On All atVenu Counts In Sheets

% of Orders
1
Los Angeles, CA: $16.25
2
Cleveland, OH: $14.94
3
Dallas, TX: $14.47
4
Phoenix, AZ: $13.72
5
Houston, TX: $13.70
6
Miami, FL: $13.63
7
Milwaukee, WI: $13.53
8
Salt Lake City, UT: $13.45
9
Sacramento, CA: $13.45
10
Omaha, NE: $13.32
11
Oakland, CA: $13.13
12
Seattle, WA: $12.99
13
Detroit, MI: $12.77
14
San Antonio, TX: $12.71
15
Oralndo, FL: $12.59
1
Los Angeles, CA: $16.25
2
Cleveland, OH: $14.94
3
Dallas, TX: $14.47
4
Phoenix, AZ: $13.72
5
Houston, TX: $13.70
6
Miami, FL: $13.63
7
Milwaukee, WI: $13.53
8
Salt Lake City, UT: $13.45
9
Sacramento, CA: $13.45
10
Omaha, NE: $13.32
11
Oakland, CA: $13.13
12
Seattle, WA: $12.99
13
Detroit, MI: $12.77
14
San Antonio, TX: $12.71
15
Orlando, FL: $12.59

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 2025

1

T-Shirt

$37.00

56% of all items sold

2

Pullover Hoodie

$70.00

6.5%

3

Hat

$33.00

5.5%

4

Koozie

$6.00

3.5%

5

Poster

$45.00

3.4%

6

Sweatshirt

$6.00

2.5%

7

Bag

$28.00

2.3%

8

Long Sleeve Shirt

$48.00

2.2%

9

Vinyl

$36.00

2.1%

10

Stickers

$6.00

1.6%

Top T-Shirt Colors

Of 2025

Trends We're Seeing For 2026

  • Merch as a Primary Revenue Driver: Merch is no longer incremental—it’s a core revenue stream. With consistent fan purchase rates, growth in 2026 will come from increasing buying moments, not just raising prices.
  • Pop-Ups & Moment-Based Drops: Artist merch is evolving into a drop model. Expect more pop-ups tied to album releases, tour stops, and cultural moments—creating urgency, exclusivity, and incremental revenue outside the venue footprint.
  • Accessories & Lifestyle Expansion: Beyond t-shirts and hoodies, accessories and lifestyle items are continuing to rise. Fans are looking for more personalized, everyday items that reflect fandom beyond the event itself.
  • Streamlined Product Lines Win: Smaller, more curated product assortments are outperforming larger catalogs. Focused selections are driving higher per-head spend and faster purchase decisions.
  • Frictionless, Cashless Commerce: Cashless is now the baseline. Faster checkout experiences—including tap-to-pay and mobile—are critical to keeping lines moving and maximizing conversion during peak moments.
Top Selling Items

Of 2025

1

T-Shirt

$37.00

56% of all items sold

2

Pullover Hoodie

$70.00

6.5%

3

Hat

$33.00

5.5%

4

Koozie

$6.00

3.5%

5

Poster

$45.00

3.4%

6

Sweatshirt

$6.00

2.5%

7

Bag

$28.00

2.3%

8

Long Sleeve Shirt

$48.00

2.2%

9

Vinyl

$36.00

2.1%

10

Stickers

$6.00

1.6%

Top T-Shirt Colors

Of 2025

Trends We're Seeing For 2025

  • 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.