ATVENU INSIGHTS

UMBRELLA METRICS

for Industry

$8.16

Avg. Dollar Per Head

$20,778

Avg. Total Gross Merch Sales Per Show

Country

Genre with Most Shows

2,652

Avg. Show Attendance

586 Avg. # of Items Purchased Per Show

K-Pop

Genre with Highest Avg. $/Head

K-Pop

Genre with Highest Avg. Attendance

AVERAGE $/HEAD

for Industry

2022

$8.16

2021

$8.47

2019

$5.54

Insight:

Although 2022 ended with an average dollar per head slightly below 2021, it is +47% above 2019. To read more details on why the comparison to 2019 is more relevant and why 2021 is considered an anomaly click here

AVERAGE $/HEAD

by top 15 Genres

AVERAGE GROSS SALES BY SHOW

by Genre

AVERAGE $/HEAD

top 5 genres

K-Pop
: $27.25
(avg. $/Head)
Hip Hop/Rap:
$11.34
(avg. $/Head)
Hard Rock
: $10.73
(avg. $/Head)
Metal
: $9.76
(avg. $/Head)
Alternative
: $9.74
(avg. $/Head)

PERCENTAGE OF ATTENDEES BUY MERCHANDISE

broken down by genre

AVG. PAYMENT METHOD TYPE

credit cards vs cash

90%

Credit Cards

10%

Cash

Cash continues to become a smaller percentage of transactions with credit cards making up 90% of all transactions in 2022 (up from 65% in 2019)

Insight:

20% of fans buy merchandise at concerts, almost double from 2019 (11%)
Average show attendance, percentage of fans buying merchandise, $/head, and Gross Merchandise Sales are all up over 40% from 2019
Small and mid-cap attendance shows have the largest growth in percent of fans buying merchandise at 22% in 2022, up from 13% in 2019.

SHOW BREAKDOWN BY ATTENDANCE GROUPING

for all shows in 2022

28%

1-500

37%

501-1500

18%

1501-3000

3001-5000

5001-10000

10001-15000

15001-20000

20000+

AVG. $/HEAD BY ATTENDANCE GROUPING

for all shows in 2022

STREAMING VS MERCHANDISE

avg. stream = $0.00318 and 1 band tee = $38

11,950

streams

band tee

AVG. YEARLY STREAMING REVENUE

based on Spotify published metrics*

$625

AVG. NIGHTLY MERCH REVENUE

from a single show in 2022 (<1,500 Capacity)

$5,527

PERCENTAGE OF TOTAL GROSS MERCH SALES

from the top selling 3 items

61%

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 16 items. When breaking it out by genre, the top ranking genres average 12 items while genres with a lower average $/head, like country, average 23+ items
3 items continue to make up a majority of an artist's Gross Sales averaging 61% of Sales
The average small to mid-cap artist makes 9x more per show in Gross Merchandise Sales than a year's worth of streaming royalties
Majority of t-shirts sold are still one of 3 colors but a broader array of colors are becoming more popular making up 33% of all t-shirts sold in 2022 (compared to just 10% in 2021 and 14% in 2019)

TOP 15 MARKETS BY AVG. $/HEAD

and their average attendance

1
Greater Phoenix, AZ
$/Head: $13.39 • Avg. Attendance: 4,929
2
Greater Dallas, TX
$/Head: $11.98 • Avg. Attendance: 2,583
3
Greater Chicago, IL
$/Head: $11.41 • Avg. Attendance: 4,456
4
Greater Detroit, MI
$/Head: $11.03 • Avg. Attendance: 1,769

5
San Antonio, TX
$/Head: $10.78 • Avg. Attendance: 3,162
6
Indianapolis, IN
$/Head: $10.58 • Avg. Attendance: 1,769
7
Houston, TX
$/Head: $10.45 • Avg. Attendance: 2,477
8
Salt Lake City, UT
$/Head: $10.40 • Avg. Attendance: 2,437

9
Orlando, FL
$/Head: $10.23 • Avg. Attendance: 2,733
10
Lawrence, KS
$/Head: $10.17 • Avg. Attendance: 431
11
Nashville, TN
$/Head: $10.01 • Avg. Attendance: 4,476
12
Albuquerque, NM
$/Head: $9.98 • Avg. Attendance: 3,404

13
Las Vegas, NV
$/Head: $9.94 • Avg. Attendance: 8,487
14
Seattle, WA
$/Head: $9.74 • Avg. Attendance: 3,987
15
Hartford, CT
$/Head: $9.73 • Avg. Attendance: 1,005

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 2022

These are the top 10 items ranked by % of all items sold and the average price they sold for

1
T-Shirt
$38.00
51% of all items sold
2
Hat
$35.00
5%
3
Pullover Hoodie
$73.00
4%
4
Long Sleeve Shirt
$49.00
4%
5
Koozie
$9.00
4%
6
Sweatshirt
$64.00
4%
7
Poster
$40.00
3%
8
Tote Bag / Bag
$29.00
3%
9
CD
$29.00
2%
10
Stickers
$7.00
2%

TOP T-SHIRT COLORS

of 2022

53%

Black

White

Natural/Tan

Tie-Dye

Blue

Grey

23%

All Others

Trends We're Seeing For 2023

Cashless and Credit Cards: This is the new normal
Tipping: While not new, tip amounts are up and more artists, venues and festivals are accepting them
More Colorful Merch: Although black is half of all t-shirts sold, more colors are popping up
Smaller Product Lines: The top grossing genres are reducing their product lines and seeing a 13% higher average Gross Sales per show

ATVENU INSIGHTS

UMBRELLA METRICS

for Industry

$8.16

Avg. Dollar Per Head

$20,778

Avg. Total Gross Merch Sales Per Show

Country

Genre with Most Shows

2,652

Avg. Show Attendance

586

Avg. # of Items Purchased Per Show

K-Pop

Genre with Highest Avg. $/Head

K-Pop

Genre with Highest Avg. Attendance

AVERAGE $/HEAD

for Industry

2022

$8.16

2021

$8.47

2019

$5.54

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

AVG. PAYMENT METHOD TYPE

credit cards vs cash

Insight:

SHOW BREAKDOWN BY ATTENDANCE GROUPING

for all shows in 2022

AVG. $/HEAD BY ATTENDANCE GROUPING

for all shows in 2022

STREAMING VS MERCHANDISE

avg. stream = $0.00318 and 1 band tee = $38

AVG. YEARLY STREAMING REVENUE

based on Spotify published metrics*

AVG. NIGHTLY MERCH REVENUE

from a single show in 2022 (<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

Greater Phoenix, AZ

Greater Dallas, TX

Greater Chicago, IL

Greater Detroit, MI

San Antonio, TX

Indianapolis, IN

Houston, TX

Salt Lake City, UT

Orlando, FL

Lawrence, KS

Nashville, TN

Albuquerque, NM

Las Vegas, NV

Seattle, WA

Hartford, CT

TOP SELLING ITEMS

of 2022

1

T-Shirt

2

Hat

3

Pullover Hoodie

4

Long Sleeve Shirt

5

Koozie