an early look at the fan experience and spending behaviors in 2024

As touring season has officially begun we are being asked what are some of the early trends we are seeing in 2024 and if we can help with some of the assumptions around attendance and if it is impacting merchandise sales. And if so, what should you do about it? As we are hearing so many discussions around attendance, ticket sales both good and bad, how is that impacting the fans that are attending events and what does it mean for your own?

the

Let's dive in!

‍

Has attendance changed in 2024?

Yes, varying by capacity grouping we are seeing both growth and a slight decline. While some capacity groupings are showing a slight decline to prior year, the difference is low with a few capacity groupings actually being higher than the prior year, primarily small and midcap being up +39% and +5%, respectively.

‍

table of the changes or numbers with 2022, 2023, 2024 averages by grouping so they can see the differences

‍

By genre, a few show a slight change to 2023 with some genres actually showing an increase in interest and attendance compared to prior years.

‍

table of a handful of the genres and their different breakdowns

Are Fans Still Buying Merchandise?

Yes. In 2023 we saw 21% of fan buying merchandise at concerts, this year that hasn't waivered. By capacity grouping and genre, we see that a few genres are seeing different trends.

‍

We see that a handful of genres are actually seeing an increase in average $/head:

table breakout of average gross sales per show

‍

And a few genres that are seeing a dip to 2023:

‍

table breakout of average gross sales per show

‍

‍

‍