2015: A LOOK BACK THE YEAR IN LIVE EXPERIENCES SUMMARY Live events have been part of the American experience since the country’s earliest days. From their beginnings in 1750, Broadway performances have dazzled theater lovers. Since then, The Phantom of the Opera, Chicago and Cats have made history as the Great White Way’s longest-running shows. In 1920, Babe Ruth helped the become the first team to ever top1,000,000 fans in attendance for a single While there has been backlash against the presence of phones at season. And this year, the Rolling Stones took the crown for having the concerts, fans seem to agree that their devices are a must. This year, most successful North American tour of 2015, grossing $80.7MM. 3.5 MM tweets were sent during the first week of Coachella, As the digital age flourishes and Americans’ appreciation for these and 28.4 MM throughout Super Bowl XLIX. cultural phenomena continues to grow, we’re entering a new era of With more entertainment options than ever before - and a surge enhanced live event experiences. of technology making it easier to be part of these events - it’s an It should come as no surprise that, in this day and age, mobile plays exciting time to be a fan. StubHub’s “2015: A Look Back, a prominent role in live-events. Fifty-two percent of concert-goers The Year in Live Experiences” report captures this excitement. use their mobile devices to look up details about shows, while In the sections below, we illustrate key trends surrounding consumer 67% of millennials have taken a picture of a performer with a smartphone. behaviors, as well as preferences and patterns of social media Mobile allows fans to better engage with their favorite athletes and interaction before, during and after live event experiences. performers via social media and to connect with other fans in attendance, both before and after shows.

1 METHODOLOGY

The data in this report was compiled by StubHub’s Consumer Insights and Analytics teams. Third party research is included and cited in the reference section at the end of the report.

The Consumer Insights study was first conducted in the spring of 2014, and again in the spring of 2015. Survey respondents were individuals who have purchased a live event ticket within the last 12 months, including tickets purchased outside of StubHub’s platform. Free concerts and events were not counted.

Further research was performed in September of 2015 as StubHub’s Analytics team compiled data over the prior year related to buyers and sellers across StubHub’s desktop, mobile web and mobile app.

It is our intent that this inaugural report will be used as a benchmark for future analysis of the live events industry. We aim to issue refreshed findings on an annual basis.

2 MEET THE AUDIENCE

The band’s tuning their instruments and food trucks line the THE BASICS concourse. The audience sways, entranced, as the speakers send booming vibrations through the crowd. Who are these fans and what On average… brings them to this shared experience? • US ticket purchasers are 42 years old.

Fans come from different walks of life and from various corners of • Sports ticket purchasers are 40 years old. the US. As most venues and performers are aware, knowing one’s • Concert ticket purchasers are 42 years old. audience is just as important as arranging the event itself. Doing so not only ensures that all marketing efforts are properly targeted to • Theater ticket purchasers are 44 years old. event-goers, but also allows performers, athletes, venue organizers • Fans purchased tickets to 4 events in the last year. and ticket vendors alike to enhance fans’ experiences by connecting with them through their preferred channels. • Fans in the 18-24 age bracket purchased tickets to 6 events in the last year. In this section, we’ll take a look at fans of sports, music and theater events, zeroing in on their annual events calendar and social habits. • Fans over the age of 55 purchased tickets to less than 3 events in the last year.

• Sports fans purchased tickets to 5 events in the last year.

• Concert-goers purchased tickets to 4 events in the last year.

• Theater buffs purchased tickets to 4 events in the last year.

3 8 DAYS A WEEK: PRIME PURCHASING TIMES (ACROSS MUSIC AND SPORTS) THE BASICS On average… • US ticket purchasers are 42 years old.

• Sports ticket purchasers are 40 years old.

• Concert ticket purchasers are 42 years old.

• Theater ticket purchasers are 44 years old.

• Fans purchased tickets to 4 events in the last year.

• Fans in the 18-24 age bracket purchased tickets to 6 events in the last year.

• Fans over the age of 55 purchased tickets to less than 3 events in the last year.

• Sports fans purchased tickets to 5 events in the ( last year.

• Concert-goers purchased tickets to 4 events in the last year. 32% of StubHub event goers purchased tickets within 3 days of an event. • Theater buffs purchased tickets to 4 events in the • On average, male respondents purchased last year. tickets to 5 events in the last year, while 2% booked over 180 days in advance. female respondents purchased tickets to 3 events in the last year.

4 8 DAYS A WEEK: PRIME PURCHASING TIMES (ACROSS MUSIC AND SPORTS CONT.)

FANS’ PREFERRED CHANNELS AND SOCIAL HABITS

SPECIAL DELIVERY! FANS RECEIVE TICKETS THROUGH:

• Instant download: • Electronic PDF: 73% (emailed) 13%

• UPS delivery: 13% • Pickup: 2%

5 BUSINESS TRENDS: SPORTS, MUSIC & THEATER

Business is booming across the sports and entertainment industries as teams and performers connect more directly with their fans through social media. And of course, fans love getting up close and personal with the living legends they love. Summer sees legions of music lovers trekking to their favorite festivals, while winter brings packed arenas filled with sports fanatics watching their heroes claim the ice. February kicks off with the biggest NFL game of the season, and shortly thereafter, the month that every college basketball fan goes mad for: March. No matter the season or month, fans of all kinds are passionately for rooting for their favorite teams and artists.

The fan experience is further enhanced through mobile ticketing. Fans have unprecedented access to their favorite events, with the ability to claim their seats from home, work or on the go - sometimes only hours before the start of the show.

6 THE SKINNY ON SPORTS

MVP: Top-Selling Teams MVP: Top-Selling Teams (Across Leagues) (Per Event)

• Giants • Duke Blue Devils • New York Yankees • Seattle Seahawks • Boston Red Sox • • Los Angeles Dodgers • Chicago Bears • Dallas Cowboys • Denver Broncos • St. Louis Cardinals • Notre Dame Fighting Irish • Chicago Cubs • Texas A&M Aggies • New York Knicks • Alabama Crimson Tide • San Francisco 49ers • Dallas Cowboys • Detroit Tigers • New York Giants

7 TOP CONCERTS ATTENDED BY NFL FANS

Stubhub sorted through data to answer the question: if you bought a specific NFL team’s ticket at stubhub in the past 5 years, what other concert purchase have you made this year? (Ranked by highest correlation.)

ARIZONA CARDINALS: U2 MIAMI DOLPHINS: Ariana Grande ATLANTA FALCONS: The Rolling Stones MINNESOTA VIKINGS: Ed Sheeran BALTIMORE RAVENS: Georgia Line NEW ENGLAND PATRIOTS: Billy Joel BUFFALO BILLS: Garth Brooks NEW ORLEANS SAINTS: Garth Brooks CAROLINA PANTHERS: Taylor Swift NEW YORK GIANTS: Kenny Chesney CHICAGO BEARS: The Rolling Stones NEW YORK JETS: Billy Joel CINCINNATI BENGALS: Jason Aldean OAKLAND RAIDERS: The Grateful Dead CLEVELAND BROWNS: Garth Brooks PHILADELPHIA EAGLES: Maroon 5 DALLAS COWBOYS: Taylor Swift PITTSBURGH STEELERS: U2 DENVER BRONCOS: Kenny Chesney ST. LOUIS RAMS: Ed Sheeran DETROIT LIONS: Kid Rock SAN DIEGO CHARGERS: U2 GREEN BAY PACKERS: Luke Bryan SAN FRANCISCO 49ERS: The Grateful Dead HOUSTON TEXANS: Kenny Chesney SEATTLE SEAHAWKS: Rush INDIANAPOLIS COLTS: Ed Sheeran TAMPA BAY BUCCANEERS: Luke Bryan JACKSONVILLE JAGUARS: Elton John TENNESSEE TITANS: The Rolling Stones KANSAS CITY CHIEFS: Luke Bryan WASHINGTON REDSKINS: Foo Fighters

8 TOP CONCERTS ATTENDED BY MLB FANS

Stubhub sorted through data to answer the question: if you bought a specific MLB team’s ticket at stubhub in the past 5 years, what other concert purchase have you made this year? (Ranked by highest correlation.)

ARIZONA DIAMONDBACKS: Garth Brooks MILWAUKEE BREWERS: Ariana Grande ATLANTA BRAVES: Taylor Swift MINNESOTA TWINS: Billy Joel BALTIMORE ORIOLES: Taylor Swift NEW YORK METS: Billy Joel BOSTON RED SOX: Foo Fighters NEW YORK YANKEES: Sam Smith CHICAGO CUBS: U2 OAKLAND ATHLETICS: Maroon 5 CHICAGO WHITE SOX: Ed Sheeran PHILADELPHIA PHILLIES: Eric Church CINCINNATI REDS: Elton John PITTSBURGH PIRATES: Taylor Swift CLEVELAND INDIANS: Fleetwood Mac SAN DIEGO PADRES: Foo Fighters COLORADO ROCKIES: Luke Bryan SAN FRANCISCO GIANTS: Maroon 5 DETROIT TIGERS: Bob Seger SEATTLE MARINERS: Foo Fighters HOUSTON ASTROS: Taylor Swift ST. LOUIS CARDINALS: Kenny Chesney KANSAS CITY ROYALS: Maroon 5 TAMPA BAY RAYS: Taylor Swift LOS ANGELES ANGELS: Eric Church TEXAS RANGERS: Garth Brooks LOS ANGELES DODGERS: Eric Church TORONTO BLUE JAYS: Fleetwood Mac MIAMI MARLINS: Elton John WASHINGTON NATIONALS: Fleetwood Mac

9 TOP CONCERTS ATTENDED BY NBA FANS

Stubhub sorted through data to answer the question: if you bought a specific NBA team’s ticket at stubhub in the past 5 years, what other concert purchase have you made this year? (Ranked by highest correlation.)

ATLANTA HAWKS: Billy Joel MIAMI HEAT: Ariana Grande BOSTON CELTICS: The Who MILWAUKEE BUCKS: Garth Brooks BROOKLYN NETS: Janet Jackson MINNESOTA TIMBERWOLVES: Luke Bryan CHARLOTTE HORNETS: Luke Bryan NEW YORK KNICKS: Billy Joel CHICAGO BULLS: U2 NEW ORLEANS PELICANS: Taylor Swift CLEVELAND CAVALIERS: The Rolling Stones OKLAHOMA CITY THUNDER: Garth Brooks DALLAS MAVERICKS: Garth Brooks ORLANDO MAGIC: The Rolling Stones DENVER NUGGETS: Kenny Chesney PHILADELPHIA 76ERS: Imagine Dragons DETROIT PISTONS: Kid Rock PHOENIX SUNS: U2 GOLDEN STATE WARRIORS: AC/DC PORTLAND TRAILBLAZERS: Ed Sheeran HOUSTON ROCKETS: Garth Brooks SACRAMENTO KINGS: Taylor Swift INDIANA PACERS: Zac Brown Band SAN ANTONIO SPURS: Luke Bryan LOS ANGELES CLIPPERS: Foo Fighters TORONTO RAPTORS: Drake LOS ANGELES LAKERS: Taylor Swift UTAH JAZZ: Sam Smith MEMPHIS GRIZZLIES: Foo Fighters WASHINGTON WIZARDS: J Cole

10 TOP CONCERTS ATTENDED BY NHL FANS

Stubhub sorted through data to answer the question: if you bought a specific NHL team’s ticket at stubhub in the past 5 years, what other concert purchase have you made this year? (Ranked by highest correlation.)

ANAHEIM DUCKS: Foo Fighters NASHVILLE PREDATORS: Kenny Chesney ARIZONA COYOTES: Garth Brooks NEW JERSEY DEVILS: Billy Joel BOSTON BRUINS: Kenny Chesney NEW YORK ISLANDERS: Billy Joel BUFFALO SABRES: Paul McCarntey NEW YORK RANGERS: U2 CALGARY FLAMES: Ed Sheeran OTTAWA SENATORS: One Direction CAROLINA HURRICANES: Taylor Swift PHILADELPHIA FLYERS: Luke Bryan CHICAGO BLACKHAWKS: U2 PITTSBURGH PENGUINS: Maroon 5 COLORADO AVALANCHE Luke Bryan SAN JOSE SHARKS: U2 COLUMBUS BLUE JACKETS: The Rolling Stones ST. LOUIS BLUES: Florida Georgia Line DALLAS STARS: Garth Brooks TAMPA BAY LIGHTNING: Zac Brown Band DETROIT RED WINGS: Kid Rock TORONTO MAPLE LEAFS: Taylor Swift EDMONTON OILERS: Shania Twain VANCOUVER CANUCKS: AC/DC FLORIDA PANTHERS: Billy Joel WASHINGTON CAPITALS: Ed Sheeran LOS ANGELES KINGS: Foo Fighters WINNIPEG JETS: AC/DC MINNESOTA WILD: Taylor Swift MONTREAL CANADIENS: Ed Sheeran

11 MUSIC MUSINGS

Ticketing Trends • The most tickets are sold in July. • The least tickets are sold in January.

12 LIVE EVENTS AND MOBILE THOUGHTS ON THEATER

The Pulse of Mobile Ticketing Trends: How Does The Price of a Show Shift Per Market? • Mobile tickets are set to account for more (Average Ticket Price) than one in two ticket transactions on digital platforms by 2019. • Book of Mormon New York: $252 • Global ticket purchases made from • Book of Mormon San Francisco: $198 desktop and mobile devices (including tablets • Book of Mormon Austin: $132 • Book of Mormon Winnipeg: and smartphones) will reach $32 billion $64 by 2019, nearly twice the amount from this year’s estimate of $16.2 billion. Ticketing Trends: How Far In Advance • Mobile will account for more than 50% Are Tickets Booked? of digital tickets purchased in the next few years.

Phone Behavior During Live Events

• 47% of audience members text during shows. . • 67% of millennial concert-goers said they’ve taken a picture of a performer with a smartphone.

• 47% of millennials have filmed part of a concert. • 52% of concert-goers use mobile to look up details about a concert.

13 LIVE EVENTS AND THE SOCIAL MEDIA EXPERIENCE

Social media at live events is exploding. While YouTube and digital cameras once were key to extending the shelf life of live events, now Facebook, , Instagram and Snapchat have dramatically shifted how fans engage with their favorite artists and teams in real time. Pop stars and sports legends alike boast followers in the millions, and the nation’s most popular festivals and games are responsible for over a million tweets per event.

14 SOCIAL EXPLOSION: MUSIC

Flourishing Festivals InstaFamous – Most Popular Musicians on • 32 MM people attend a music festival Instagram (as of September 2015) in the US each year; 46% of these festival attendees are 18-34 years old.

• 14.7 MM millennials go to at least one US music festival per year.

• 51% of US festival attendees are women, and 49% are men. • Selena Gomez: 43.9 MM followers • US festival attendees travel an average of • Ariana Grande: 43.2 MM followers 903 miles to attend a festival. • Justin Bieber: 38.7 MM followers Festival attendees are also: • 67% more likely to use Snapchat. Chart Toppers – Most Popular Musicians on Twitter • 69% more likely to use Vine. (as of September 2015) • 81% more likely to use Tumblr.

• 71% of US millennials say live tweeting about an event makes it more fun. In 2015... • 3.5 MM tweets were sent during the first week of Coachella. • Taylor Swift: 62.74 MM followers • 1MM tweets were sent during SXSW. • Lady GaGa: 50.39 MM followers • 28.4 MM tweets were sent during the • Justin Timberlake: 47.95 MM followers Super Bowl XLIX.

15 SOCIAL EXPLOSION: SPORTS

Data Usage at the Super Bowl InstaFamous (as of September 2015) • Dallas 2011: 177 GB used. 500k social • Brazilian soccer player Neymar Jr: 31.3 MM followers media posts with photos. • Soccer player Cristiano Ronaldo: 29.9 MM followers • Indianapolis 2012: 215 GB used. 600k • FC Barcelona player Leo Messi: 24.3 MM followers social media posts with photos. • Colombian soccer player James Rodriguez: 43.2 MM followers • LeBron James: 13 MM followers • New Orleans 2013: 388 GB used. 1.1MM social media posts with photos. • New York City 2014: 624 GB used. 1.8 MM social media posts with photos.

Twitter League Leaders • The New England Patriots are the most popular NFL team on Twitter, with 1.47 MM followers. • The Los Angeles Lakers are the most popular NBA team on Twitter, with 4.47 MM followers. • The New York Yankees are the most popular MLB team on Twitter, with 1.49 MM followers. • The Chicago Blackhawks are the most popular NHL team on Twitter, with 1.1 MM followers.

16 REFERENCES Samuely, Alex. “Mobile Ticketing Transaction Volume to Double by 2019: Report.” Mobile Commerce Daily. 14 Apr. 2015. Web. 16 Sept. 2015. Data retrieved by Juniper Research.

Ulloa, Nina. “32 Million People in the U.S. Attend Music Festivals - Digital Music News.” Digital Music News 32 Million People in the U.S. Attend Music Festivals Comments. 14 Apr. 2015. Web. 16 Sept. 2015. Data retrieved by Nielsen.

“U.S. Millennials: Tweeting Live Experiences 2013 | Statistic.” Statista. Web. 16 Sept. 2015.

StubHub’s Consumer Insights study, Spring 2014 and Spring 2015

StubHub’s Analytics study, September 2015

Wilson, Elsa. “Can’t Stop The Tweet: How Social Media Is Killing The Concert Experience.” Forbes. Forbes Magazine, 10 Mar. 2015. Web. 16 Sept. 2015. Data retrieved by T-Mobile

Savarese, Phil. “Decoding Millennial Concertgoers.” YPulse. 31 Jan. 2013. Web. 16 Sept. 2015.

Duncan, John. “GeoMinds: How Location Is Aiding Music Marketers in Their Quest to Reach Millennials This Summer.” GeoMinds How Location Is Aiding Music Marketers in Their Quest to Reach Millennials This Summer Comments. 10 June 2015. Web. 16 Sept. 2015. Data retrieved by GroupM

Lynch, Joe. “Check Out These Surprising Stats About U.S. Music Festivals.” Billboard. 22 Apr. 2015. Web. 16 Sept. 2015.

“Twitter: Most-followed Accounts Worldwide as of September 2015 | Statistic.” Statista. Web. 16 Sept. 2015.

“Top 100 Instagram Profiles by Followers.” SocialBlade. Web. 16 Sept. 2015.

Hammond, Teena. “Stadiums Race to Digitize: How Sports Teams Are Scrambling to Keep Millennials Coming to Games.” TechRepublic. 1 Apr. 2014. Web. 16 Sept. 2015. Data retrieved by AT&T.

Via Twitter account, accessed 16 Sept. 2015.

Via Twitter account, accessed 16 Sept. 2015.

Via Twitter account, accessed 16 Sept 2015.

Via Twitter account, accessed 16 Sept 2015.

“Top 100 Instagram Profiles by Followers.” SocialBlade. Web. 16 Sept. 2015.

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