With summer coming to an end, we wanted to share some of the industry trends year-to-date (through August)

With over 60,000 shows and $350+ million in merchandise sales through atVenu so far for 2019, what does the data show? Let’s dive in!


  • Avg $/head for the industry continues to grow with 2019 showing an average of $5.50 (+11% to 2018).
  • Avg  Gross Sales per show have increased +29% from 2018.
  • K-Pop, Pop, and Hard Rock knocked it out of the park as the genres with the top 3 $/head averages.
  • The Top Selling Merch Item selling 2x more than any other item is… you guessed it… a Black T-Shirt with the most common sizes tied at M and L
  • 90% of everything purchased is merchandise, 10% is music

Our résumé as to where these numbers and industry insights are coming from: 

Gross Merchandise Sales

Top 15 Genres by Average $/Head

Top 15 Markets by Average $/Head

2019 High-Level Artist Trends

Curious as to where your bands’ merch business stacks up against the industry at large? Below are a few averages across the tens of thousands of shows year to date.


Avg Attendance Per Show


Avg Total Gross Merch Sales


Avg $ Per Head


Highest $ Per Head


Genre With Most Shows


Genre w/ Highest Avg. $/Head


Avg. Items Purchased Per Show

Hip Hop/Rap

Genre w/ Highest Avg. Attendance

Most Purchased Item

And the top selling item? You guessed it, a T-Shirt. An interesting data point to highlight is the average sales price of shirts has increased by $2.

Apparel Item

T-Shirt (2018: T-Shirt)


Black (2018: Black)

Avg. Price

$32 (2018: $30)

Avg. Size

M&L (2018: M)

% Items Sold
Merchandise vs. Music

Top 15 Items Sold
Merchandise vs. Music

Average $/Head & Gross Sales by Attendance Grouping

Year to date, average $/Head increased by 11% and average Gross Sales increased by 29% from 2018. The biggest trend bucking change is the 10-15K attendance grouping which experienced higher averages than 15-20K. 10-15K shows this year were dominated by Pop & Rap artists who all produced higher avg. gross sales than the 15-20K grouping which was primarily Country artists.


Avg. $/Head


Avg. Gross Sales


501 – 1,000

Avg. $/Head


Avg. Gross Sales


1,001 – 3,000

Avg. $/Head


Avg. Gross Sales


3,001 – 5,000

Avg. $/Head


Avg. Gross Sales


5,001 – 10,000

Avg. $/Head


Avg. Gross Sales


10,001 – 15,000

Avg. $/Head


Avg. Gross Sales


15,001 – 20,000

Avg. $/Head


Avg. Gross Sales



Avg. $/Head


Avg. Gross Sales


Want To Know More?
Tell us what insights you are interested in learning more about and we will look into it for next time!