2015: A LOOK BACKTHE YEAR IN LIVE EXPERIENCES

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 New York Yankees become the first team to ever top 1,000,000 fans in attendance for a single season. And this year, the Rolling Stones took the crown for having the most successful North American tour of 2015, grossing $80.7MM.

As the digital age flourishes and Americans’ appreciation for these cultural phenomena continues to grow, we’re entering a new era of enhanced live event experiences.

While there has been backlash against the presence of phones at concerts, fans seem to agree that their devices are a must. This year, 3.5 MM tweets were sent during the first week of Coachella, and 28.4 MM throughout Super Bowl XLIX.

With more entertainment options than ever before - and a surge of technology making it easier to be part of these events - it’s an exciting time to be a fan. StubHub’s “2015: A Look Back,The Year in Live Experiences” report captures this excitement.

In the sections below, we illustrate key trends surrounding consumerbehaviors, as well as preferences and patterns of social media interaction before, during and after live event experiences.

It should come as no surprise that, in this day and age, mobile plays a prominent role in live-events. Fifty-two percent of concert-goers use their mobile devices to look up details about shows, while 67% of millennials have taken a picture of a performer with a smartphone.

Mobile allows fans to better engage with their favorite athletes and performers via social media and to connect with other fans in attendance, both before and after shows.

SUMMARY

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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.

METHODOLOGY

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The band’s tuning their instruments and food trucks line the concourse. The audience sways, entranced, as the speakers send booming vibrations through the crowd. Who are these fans and what brings them to this shared experience?

Fans come from different walks of life and from various corners of the US. As most venues and performers are aware, knowing one’s audience is just as important as arranging the event itself. Doing so not only ensures that all marketing efforts are properly targeted to event-goers, but also allows performers, athletes, venue organizers and ticket vendors alike to enhance fans’ experiences by connecting with them through their preferred channels.

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.

THE BASICSOn 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.

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

MEET THE AUDIENCE

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THE BASICSOn 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.

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

of StubHub event goers purchasedtickets within 3 days of an event.

booked over 180 days in advance.

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

32%

2%

• On average, male respondents purchased tickets to 5 events in the last year, while female respondents purchased tickets to 3 events in the last year.

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(

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

SPECIAL DELIVERY! FANS RECEIVE TICKETS THROUGH:

• Electronic PDF: (emailed)

• Pickup:

• Instant download:

• UPS delivery:

13%

13%

73%

2%

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FANS’ PREFERRED CHANNELS AND SOCIAL HABITS

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.

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THE SKINNY ON SPORTS

MVP: Top-Selling Teams (Across Leagues)

• San Francisco Giants

• New York Yankees

• Boston Red Sox

• Los Angeles Dodgers

• Dallas Cowboys

• St. Louis Cardinals

• Chicago Cubs

• New York Knicks

• San Francisco 49ers

• Detroit Tigers

MVP: Top-Selling Teams (Per Event)

• Duke Blue Devils

• Seattle Seahawks

• New England Patriots

• Chicago Bears

• Denver Broncos

• Notre Dame Fighting Irish

• Texas A&M Aggies

• Alabama Crimson Tide

• Dallas Cowboys

• New York Giants

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ARIZONA CARDINALS: U2

ATLANTA FALCONS: The Rolling Stones

BALTIMORE RAVENS: Florida Georgia Line

BUFFALO BILLS: Garth Brooks

CAROLINA PANTHERS: Taylor Swift

CHICAGO BEARS: The Rolling Stones

CINCINNATI BENGALS: Jason Aldean

CLEVELAND BROWNS: Garth Brooks

DALLAS COWBOYS: Taylor Swift

DENVER BRONCOS: Kenny Chesney

DETROIT LIONS: Kid Rock

GREEN BAY PACKERS: Luke Bryan

HOUSTON TEXANS: Kenny Chesney

INDIANAPOLIS COLTS: Ed Sheeran

JACKSONVILLE JAGUARS: Elton John

KANSAS CITY CHIEFS: Luke Bryan

MIAMI DOLPHINS: Ariana Grande

MINNESOTA VIKINGS: Ed Sheeran

NEW ENGLAND PATRIOTS: Billy Joel

NEW ORLEANS SAINTS: Garth Brooks

NEW YORK GIANTS: Kenny Chesney

NEW YORK JETS: Billy Joel

OAKLAND RAIDERS: The Grateful Dead

PHILADELPHIA EAGLES: Maroon 5

PITTSBURGH STEELERS: U2

ST. LOUIS RAMS: Ed Sheeran

SAN DIEGO CHARGERS: U2

SAN FRANCISCO 49ERS: The Grateful Dead

SEATTLE SEAHAWKS: Rush

TAMPA BAY BUCCANEERS: Luke Bryan

TENNESSEE TITANS: The Rolling Stones

WASHINGTON REDSKINS: Foo Fighters

TOP CONCERTS ATTENDED BY NFL FANS

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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 DIAMONDBACKS: Garth Brooks

ATLANTA BRAVES: Taylor Swift

BALTIMORE ORIOLES: Taylor Swift

BOSTON RED SOX: Foo Fighters

CHICAGO CUBS: U2

CHICAGO WHITE SOX: Ed Sheeran

CINCINNATI REDS: Elton John

CLEVELAND INDIANS: Fleetwood Mac

COLORADO ROCKIES: Luke Bryan

DETROIT TIGERS: Bob Seger

HOUSTON ASTROS: Taylor Swift

KANSAS CITY ROYALS: Maroon 5

LOS ANGELES ANGELS: Eric Church

LOS ANGELES DODGERS: Eric Church

MIAMI MARLINS: Elton John

MILWAUKEE BREWERS: Ariana Grande

MINNESOTA TWINS: Billy Joel

NEW YORK METS: Billy Joel

NEW YORK YANKEES: Sam Smith

OAKLAND ATHLETICS: Maroon 5

PHILADELPHIA PHILLIES: Eric Church

PITTSBURGH PIRATES: Taylor Swift

SAN DIEGO PADRES: Foo Fighters

SAN FRANCISCO GIANTS: Maroon 5

SEATTLE MARINERS: Foo Fighters

ST. LOUIS CARDINALS: Kenny Chesney

TAMPA BAY RAYS: Taylor Swift

TEXAS RANGERS: Garth Brooks

TORONTO BLUE JAYS: Fleetwood Mac

WASHINGTON NATIONALS: Fleetwood Mac

TOP CONCERTS ATTENDED BY MLB FANS

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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.)

ATLANTA HAWKS: Billy Joel

BOSTON CELTICS: The Who

BROOKLYN NETS: Janet Jackson

CHARLOTTE HORNETS: Luke Bryan

CHICAGO BULLS: U2

CLEVELAND CAVALIERS: The Rolling Stones

DALLAS MAVERICKS: Garth Brooks

DENVER NUGGETS: Kenny Chesney

DETROIT PISTONS: Kid Rock

GOLDEN STATE WARRIORS: AC/DC

HOUSTON ROCKETS: Garth Brooks

INDIANA PACERS: Zac Brown Band

LOS ANGELES CLIPPERS: Foo Fighters

LOS ANGELES LAKERS: Taylor Swift

MEMPHIS GRIZZLIES: Foo Fighters

MIAMI HEAT: Ariana Grande

MILWAUKEE BUCKS: Garth Brooks

MINNESOTA TIMBERWOLVES: Luke Bryan

NEW YORK KNICKS: Billy Joel

NEW ORLEANS PELICANS: Taylor Swift

OKLAHOMA CITY THUNDER: Garth Brooks

ORLANDO MAGIC: The Rolling Stones

PHILADELPHIA 76ERS: Imagine Dragons

PHOENIX SUNS: U2

PORTLAND TRAILBLAZERS: Ed Sheeran

SACRAMENTO KINGS: Taylor Swift

SAN ANTONIO SPURS: Luke Bryan

TORONTO RAPTORS: Drake

UTAH JAZZ: Sam Smith

WASHINGTON WIZARDS: J Cole

TOP CONCERTS ATTENDED BY NBA FANS

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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.)

ANAHEIM DUCKS: Foo Fighters

ARIZONA COYOTES: Garth Brooks

BOSTON BRUINS: Kenny Chesney

BUFFALO SABRES: Paul McCarntey

CALGARY FLAMES: Ed Sheeran

CAROLINA HURRICANES: Taylor Swift

CHICAGO BLACKHAWKS: U2

COLORADO AVALANCHE Luke Bryan

COLUMBUS BLUE JACKETS: The Rolling Stones

DALLAS STARS: Garth Brooks

DETROIT RED WINGS: Kid Rock

EDMONTON OILERS: Shania Twain

FLORIDA PANTHERS: Billy Joel

LOS ANGELES KINGS: Foo Fighters

MINNESOTA WILD: Taylor Swift

MONTREAL CANADIENS: Ed Sheeran

NASHVILLE PREDATORS: Kenny Chesney

NEW JERSEY DEVILS: Billy Joel

NEW YORK ISLANDERS: Billy Joel

NEW YORK RANGERS: U2

OTTAWA SENATORS: One Direction

PHILADELPHIA FLYERS: Luke Bryan

PITTSBURGH PENGUINS: Maroon 5

SAN JOSE SHARKS: U2

ST. LOUIS BLUES: Florida Georgia Line

TAMPA BAY LIGHTNING: Zac Brown Band

TORONTO MAPLE LEAFS: Taylor Swift

VANCOUVER CANUCKS: AC/DC

WASHINGTON CAPITALS: Ed Sheeran

WINNIPEG JETS: AC/DC

TOP CONCERTS ATTENDED BY NHL FANS

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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.)

MUSIC MUSINGS

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

LIVE EVENTS AND MOBILEThe Pulse of Mobile

• Mobile tickets are set to account for more than one in two ticket transactions on digital platforms by 2019.

• Global ticket purchases made from desktop and mobile devices (including tablets and smartphones) will reach $32 billion by 2019, nearly twice the amount from this year’s estimate of $16.2 billion.

• Mobile will account for more than 50% 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.

THOUGHTS ON THEATER

Ticketing Trends: How Far In Advance Are Tickets Booked?

Ticketing Trends: How Does The Price of a Show Shift Per Market? (Average Ticket Price)

• Book of Mormon New York: $252• Book of Mormon San Francisco: $198• Book of Mormon Austin: $132• Book of Mormon Winnipeg: $64

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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, Twitter, 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.

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SOCIAL EXPLOSION: MUSICFlourishing Festivals

• 32 MM people attend a music festival 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.

• US festival attendees travel an average of 903 miles to attend a festival.

Festival attendees are also: • 67% more likely to use Snapchat. • 69% more likely to use Vine. • 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.

• 1MM tweets were sent during SXSW.

• 28.4 MM tweets were sent during the Super Bowl XLIX.

InstaFamous – Most Popular Musicians on Instagram (as of September 2015)

Chart Toppers – Most Popular Musicians on Twitter(as of September 2015)

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• Selena Gomez: 43.9 MM followers• Ariana Grande: 43.2 MM followers• Justin Bieber: 38.7 MM followers

• Taylor Swift: 62.74 MM followers• Lady GaGa: 50.39 MM followers• Justin Timberlake: 47.95 MM followers

SOCIAL EXPLOSION: SPORTSData Usage at the Super Bowl

• Dallas 2011: 177 GB used. 500k social media posts with photos.

• Indianapolis 2012: 215 GB used. 600k social media posts with photos.

• 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.

InstaFamous (as of September 2015)

• Brazilian soccer player Neymar Jr: 31.3 MM followers• Soccer player Cristiano Ronaldo: 29.9 MM followers• FC Barcelona player Leo Messi: 24.3 MM followers• Colombian soccer player James Rodriguez: 43.2 MM followers• LeBron James: 13 MM followers

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REFERENCESSamuely, 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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