As you may have seen, the band ‘While She Sleepsposted about the disparity of compensation between Streaming and Merch sales noting that ~5000 streams = 1 T Shirt sale. Only 1 T Shirt! While that may illustrate the importance of merchandise all on its own, we were curious to see how this breaks down based on attendance groupings.

Using average merch sales by grouping, it’s eye-opening to see just how many streams are needed to generate the equivalent amount of revenue.

Breakdown by Show

Breaking the data down reveals how many streams are required to equal the total average Merch sales for a single show.

$19,200

Avg. Show Merch Sales

3,840,000

Avg. Streams to Equal Merch Sales

640

Avg. T-Shirts Sold to Equal Merch Sales ($30 each)

Breakdown by Capacity

We then broke it down by capacity.

Less Than 500

$1,760

Avg. Show Merch Sales

59

T Shirts to equal Merch Sales

293,333

Streams to equal Merch Sales

501 - 1000

$3,856

Avg. Show Merch Sales

129

T Shirts to equal Merch Sales

642,667

Streams to equal Merch Sales

1001 - 3000

$8,177

Avg. Show Merch Sales

273

T Shirts to equal Merch Sales

1,362,833

Streams to equal Merch Sales

3001 to 5000

$17,402

Avg. Show Merch Sales

580

T Shirts to equal Merch Sales

2,900,333

Streams to equal Merch Sales

5001 to 10000

$35,593

Avg. Show Merch Sales

1,186

T Shirts to equal Merch Sales

5,932,167

Streams to equal Merch Sales

10001 to 15000

$96,632

Avg. Show Merch Sales

3,221

T Shirts to equal Merch Sales

16,105,333

Streams to equal Merch Sales

15001 to 20000

$81,367

Avg. Show Merch Sales

2,712

T Shirts to equal Merch Sales

13,561,167

Streams to equal Merch Sales

20001 +

$388,488

Avg. Show Merch Sales

12,950

T Shirts to equal Merch Sales

64,748,000

Streams to equal Merch Sales

Breakdown by Tour

And what does it look like for a 15 date tour? 48 MILLION streams to match total Merch Revenue!

$19,200

Avg. Show Merch Sales

$288,000

Merch Sales a Tour

48,000,000

Streams to Equal Tour Sales

Merchandise hasn’t been the most glamorized aspect of touring, but that doesn’t mean it’s not a crucial part of touring revenue. Frequently overshadowed by the hype of streaming, Merch has quietly continued to grow as a significant revenue stream for touring artists.

Data shows strong growth over the years in sales for the most popular pieces of merchandise – T-shirts, hats, koozies, sweatshirts – while revenue from physical albums sales from touring is on a constant decline.  No surprise as physical albums are becoming more and more irrelevant with the growth of streaming.

Whether you’re playing small cap venues or headlining stadium shows the takeaway should be that merchandise must be a priority and is a crucial piece or your revenue.

Support your favorite artists and buy their merchandise!

Aries
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