Women In Music And Sports Dominate StubHub Ticket Sales In 2023—And Will Likely Continue To In 2024 – Forbes

StubHub’s end-of-year report revealed just how much influence women, led by new billionaire Taylor Swift, had in 2023 as women in music drew record numbers of ticket sales and women’s sports—from volleyball to golf—also set records.
Led by the start of Taylor Swift’s Eras Tour—the biggest tour in Stub Hub history—women had a record … [+] year for ticket sales. (AP Photo/Ashley Landis, File)
Swift and this year’s three other leading female artists—Beyoncé, Adele and P!nk–-outsold last year’s top 10 artists on StubHub by more than three times.
Women saw massive growth in sales for sporting events, too, with sales for the WNBA and women’s soccer doubling this year, and the Women’s Final Four seeing higher demand than the men’s for the first time.
StubHub also saw its best-selling volleyball game ever when the University of Nebraska women’s volleyball team played University of Nebraska Omaha in front of a crowd of more than 92,000 in what became the highest-attended women’s sporting event in history.
Members of Gen Z and millennials are far more devoted to concerts than previous generations. A mid-year survey found that members of Gen Z and millennials were 2.5 times more likely to buy a themed outfit for an event than Gen X, and nine times more likely than baby boomers. And 60% of Gen Z respondents said they would “skip major life events to be front row to see their favorite artist perform live.”
While women’s sports and performers drove tons of ticket sales this year, men also contributed to some major increases in ticket sale spikes. When Lionel Messi joined Inter Miami in June, StubHub said he single-handedly increased MLS sales, leading to a 2.5x surge in total league sales compared to last year. In college football, Deion Sanders, also known as Coach Prime, joining the University of Colorado Buffaloes led to a 15x boost in sales compared to last year.
57%. That’s how much of StubHub’s summer concert sales female artists accounted for across the globe this year.
Whether women continue to pave the way in 2024. StubHub expects Swift’s Eras Tour to continue to dominate, and reported that the creation of new women’s sports franchises in the WNBA is expected to “bring new markets into the fold, generating new fans and more opportunity for growth in women’s sports.”

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