FAN STUDYMerch and LiveYour merch and concert offers go even further on Spotify—right where fans are already streaming. Our data shows that the way fans listen could be the key to stepping up your merch game and connecting fans with the right concert offers at the right time.
Spotify playlists can take fans from in-app to IRL.
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Spotify playlists can take fans from in-app to IRL.
Portion of Spotify concert ticket purchasers that streamed the artist via Spotify programmed playlistsBased on data collected between October 1 and October 31, 2023, looking at ticket purchasers who streamed the artist in the past 28 days.
InsightOver half of concert ticket purchases via Spotify come from listeners who have been streaming that artist on Spotify playlists. And by partnering with third party ticketers, we’ve made it even easier to go from casually streaming to crowd surfing.
ActionMake the most of your concert listings on Spotify so fans never miss a show.
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Announcing shows on the right day can make tickets fly.
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Announcing shows on the right day can make tickets fly.
Weekly distribution of top ticket sales daysBased on the distribution of the top 100 ticket-selling days (by volume) between January 1 and December 31, 2024.
InsightWhen you market tour dates matters just as much as where you’re going. In fact, 85% of the top 100 ticket-selling days fall between Wednesday and Friday, with 42% on Friday alone.
ActionUse Artist Pick to highlight your upcoming tour dates right on your artist profile.
Make the most of your artist profile
Super listeners spend big on your concerts.
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Super listeners spend big on your concerts.
Super listeners portion of overall listeners versus portion of ticket salesBased on ticket purchases made by users on Spotify between February 1st and May 31st, 2025, looking at super listeners for the artist who headlined the show.
InsightSuper listeners make up 2% of an artist’s monthly listeners, but drive over 18% of monthly streams. When it comes to concerts, that 2% of listeners account for 50% of their on-platform ticket sales.
ActionLearn how you can develop more super listeners and turn them into concert-goers.
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Moving merch isn't just for megastars.
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Moving merch isn't just for megastars.
Relative growth of artists selling merch vs total merch salesBased on the Spotify + Shopify sales data of artists with under 1 million monthly listeners, from 2022 through 2024.
InsightBetween 2022 and 2024, the number of artists with under 1 million monthly listeners who sold merch on Spotify grew more than 3X—but that’s not all. During the same period, total merch sales volume for the same artists surged over 6X.
ActionConnect your merch to your artist profile so fans can shop while they stream.
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