ATVENU INSIGHTS

UMBRELLA METRICS

for Industry

$9.90

Avg. Dollar Per Head

$21,078

Avg. Total Gross Merch Sales Per Show

Country

Genre with Most Shows

2,420

Avg. Show Attendance

517 Avg. # of Items Purchased Per Show

K-Pop

Genre with Highest Avg. $/Head

K-Pop

Genre with Highest Avg. Attendance

AVERAGE $/HEAD

for Industry

2024

$9.90

UK

£6.60

Canada

$11.40

Insight:

2024 saw a +14% increase in the industry average $/head. Part of this increase is due to the average item price increasing 9%. The percentage of fans buying merch also increased +1 ppt.

AVERAGE $/HEAD

by top 15 Genres

AVERAGE GROSS SALES BY SHOW

by Genre

AVERAGE $/HEAD

top 5 genres

K-Pop
: $22.65
(avg. $/Head)
Heavy Metal:
$13.46
(avg. $/Head)
Hip Hop/Rap:
$13.29
(avg. $/Head)
Pop
: $12.55
(avg. $/Head)
Alternative
: $12.09
(avg. $/Head)

PERCENTAGE OF ATTENDEES BUY MERCHANDISE

broken down by genre

K-Pop continues to be dominating genre for both sales and fan interest in merchandise. Heavy Metal, Metal, and Punk all saw a noticeable jump in 2024 all rising to be in the top 10. Folk also has jumped up from 13% in the prior year to 21%, above Rock and Country.

Insight:

22% of fans buy merchandise at concerts, slightly above the prior year (21% in 2023)
Shows under 3K saw an increase in volume compared to prior years, up 7ppts 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

3001-5000

5001-10000

10001-15000

15001-20000

20000+

AVG. $/HEAD BY ATTENDANCE GROUPING

for all shows in 2024

STREAMING VS MERCHANDISE

avg. stream = $0.00318 and 1 band tee = $36

11,320

streams

band tee

AVG. YEARLY STREAMING REVENUE

based on Spotify published metrics*

$625

AVG. NIGHTLY MERCH REVENUE

from a single show in 2024 (<1,500 Capacity)

$6,342

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 Count In sheets

Insight:

The average artist product line is 14 items, down from 16 items in 2022. When breaking it out by genre, the top ranking genres average 9 items while genres with a lower average $/head, like country, continue to average 20+ items
3 items continue to make up a majority of an artist's Gross Sales averaging 63% of Sales
The average small to mid-cap artist makes 8x more per show in Gross Merchandise Sales than a year's worth of streaming royalties
Accessory items show a jump in 2023 with specific accessories per genre showing higher sales than prior years: cards and stickers for K-Pop, tote bags for pop, koozies for country, and cups for metal as some examples

TOP 15 MARKETS BY AVG. $/HEAD

and their average attendance

1
Las Vegas, NV
$/Head: $13.86
‍Avg. Attendance: 697
2
Alburquerque, NM
$/Head: $13.10• Avg. Attendance: 1,331
3
Oakland, CA
$/Head: $12.49 • Avg. Attendance: 1,164
4
Greater Dallas, TX
$/Head: $11.82 • Avg. Attendance: 4,063

5
Houston, TX
$/Head: $11.79 • Avg. Attendance: 697
6
Greater Phoenix Area, AZ
$/Head: $11.76 • Avg. Attendance: 4,063
7
San Antonio, TX
$/Head: $11.64 • Avg. Attendance: 658
8
Greater Los Angeles, CA
$/Head: $11.46 • Avg. Attendance: 3,812

9
Salt Lake City
$/Head: $11.21 • Avg. Attendance: 658
10
El Paso, TX
$/Head: $11.01 • Avg. Attendance: 3,473
11
Cleveland, OH
$/Head: $10.91 • Avg. Attendance: 1,331
12
Kansas City, MS
$/Head: $10.90 • Avg. Attendance: 975

13
Atlanta, GA
$/Head: $10.65 • Avg. Attendance: 1,331
14
Seattle, WA
$/Head: $10.53 • Avg. Attendance: 658
15
Oklahoma City, OK
$/Head: $10.52 • Avg. Attendance: 1,164

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
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
$66.00
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 2024

53%

Black

11%

White

Natural/Tan

Grey

Green

Blue

23%

All Others

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.

ATVENU INSIGHTS

UMBRELLA METRICS

for Industry

$9.90

Avg. Dollar Per Head

$21,078

Avg. Total Gross Merch Sales Per Show

Country

Genre with Most Shows

2,420

Avg. Show Attendance

517

Avg. # of Items Purchased Per Show

K-Pop

Genre with Highest Avg. $/Head

K-Pop

Genre with Highest Avg. Attendance

AVERAGE $/HEAD

for Industry

2024

$9.90

UK

£6.60

Canada

$11.40

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

Insight:

SHOW BREAKDOWN BY ATTENDANCE GROUPING

for all shows in 2024

AVG. $/HEAD BY ATTENDANCE GROUPING

for all shows in 2024

STREAMING VS MERCHANDISE

avg. stream = $0.00318 and 1 band tee = $36

AVG. YEARLY STREAMING REVENUE

based on Spotify published metrics*

AVG. NIGHTLY MERCH REVENUE

from a single show in 2024 (<1,500 Capacity)

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

Las Vegas, NV

Alburquerque, NM

Oakland, CA

Greater Dallas, TX

Houston, TX

Greater Phoenix Area, AZ

San Antonio, TX

Greater Los Angeles, CA

Salt Lake City

El Paso, TX

Cleveland, OH

Kansas City, MS

Atlanta, GA

Seattle, WA

Oklahoma City, OK

TOP SELLING ITEMS

of 2024

1

T-Shirt

2

Pullover Hoodie

3

Hat

4

Koozie

5

Poster

6

Sweatshirt