A Year In Review 2024

ARTIST MERCH EDITION

Umbrella Metrics

for industry

$10.24

Average $/Head

$32,061

Avg. Total Gross Merch Sales Per Show (all sizes)

Country

Genre With Most Shows

2,929

Avg. Show Attendance

K-Pop

Genre With Highest Avg. $/Head

517

Avg. # of Items Purchased Per Show

Rock

Genre With Highest Avg. Attendance

Average $/Head

For Industry

2025

$10.24

2024

$9.90

YoY

+3%

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 top 15 genres

Average Gross Sales By Show

By Genre

Average $/Head

Top 5 Genres

K-Pop: $37.41

(Avg. $/Head)

EDM: $15.30

(Avg. $/Head)

Hip Hop/Rap: $15.16

(Avg. $/Head)

Pop: $13.15

(Avg. $/Head)

Metal: $12.34

(Avg. $/Head)

Percentage Of Attendees Buy Merchandise

Broken Down By Genre

K-Pop continues to be a dominating genre for both sales and fan interest in merchandise. EDM has jumped up to the second spot by average per head, focused on smaller size venue EDM shows. Metal continues to show strong interest in merchandise with folk and country showing slight declines to prior year.

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

Show Breakdown By Attendance Grouping

For All Shows In 2024

26%

1-500

33%

501-1500

15%

1501-3000

8%

3001-5000

9%

5001-10k

5%

10001-15k

2%

15001-20k

3%

20001+

Average $/Head By Attendance Grouping

Top 5 Genres

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 2025 (<1,500 Capacity)

$6,799

Percentage Of Total Gross Merch Sales

From The Top Selling 3 Items

63%

26%

1-500

33%

501-1500

Number Of Unique Items Brought Into A Show

Based On All atVenu Counts In Sheets

1 Las Vegas, NV

$/Head: $13.86

Avg. Attendance: 697

2 Las Vegas, NV

$/Head: $13.86

Avg. Attendance: 697

3 Las Vegas, NV

$/Head: $13.86

Avg. Attendance: 697

4 Las Vegas, NV

$/Head: $13.86

Avg. Attendance: 697

5 Las Vegas, NV

$/Head: $13.86

Avg. Attendance: 697

6 Las Vegas, NV

$/Head: $13.86

Avg. Attendance: 697

7 Las Vegas, NV

$/Head: $13.86

Avg. Attendance: 697

8 Las Vegas, NV

$/Head: $13.86

Avg. Attendance: 697

9 Las Vegas, NV

$/Head: $13.86

Avg. Attendance: 697

10 Las Vegas, NV

$/Head: $13.86

Avg. Attendance: 697

11 Las Vegas, NV

$/Head: $13.86

Avg. Attendance: 697

12 Las Vegas, NV

$/Head: $13.86

Avg. Attendance: 697

13 Las Vegas, NV

$/Head: $13.86

Avg. Attendance: 697

14 Las Vegas, NV

$/Head: $13.86

Avg. Attendance: 697

15 Las Vegas, NV

$/Head: $13.86

Avg. Attendance: 697

^{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 2024

These are the top 10 items ranked by % of all items sold and the average price they sold for (pre-tax).

1

T-Shirt

$37.00

56% of all items sold

2

Heading

$37.00

6.5%

3

Heading

$37.00

5.5%

4

Heading

$37.00

3.5%

5

Heading

$37.00

3.4%

6

Heading

$37.00

2.5%

7

Heading

$37.00

2.3%

8

Heading

$37.00

2.2%

9

Heading

$37.00

2.1%

10

Heading

$37.00

1.6%

Top T-Shirt Colors

Of 2024

53%

Black

11%

White

4%

Natural/Tan

3%

Grey

3%

Red

3%

Blue

23%

All Others

Trends We're Seeing For 2026

More Selling Locations = More Revenue: Tours adding trailers, exterior booths, and mobile merch points consistently capture more peak demand.
Less Product, Higher Efficiency: Most tour revenue still comes from a handful of hero items.
Pop-Ups Change Buying Behavior: Fans buy more when they are not rushed by show timing.
Tap To Pay Dominates: Faster payment continues to outperform every other method.
Accessories Keep Growing: Small add-ons continue earning a bigger share.
Operational Speed Matters as Much as Product Choice: The easiest merch experience usually wins.