Music merchandise and ticket buyer survey Raising the bar

Tatiana Cirisano and Olivia Jones

March 2026

This report analyses the results of MIDiA’s survey of 1,000 US merch, physical music, and / or ticket buyers conducted in Q3 2025.

To qualify for the survey, respondents had to have purchased at least one of the following in the prior 12 months: concert ticket, music merchandise, physical musicThus, results reflect this sample – the target audience for fandom products – rather than representing consumers as a whole.

Key data and insights in this report:

Consumer preferences amongst music merch, physical merch, and concert tickets buyers
Purchase drivers, including age, artist discovery, and reasons for buying
Annual merchandise spend by age and genre
Where music merch and physical merch buyer mainly purchase merchandise
Pricing and fandom elasticity
Expectations of how merch spend will change in next 12 months, and reasons

Data used:

MIDiA Research Music Merchandise Survey Q3 2025, US, n = 1,000.

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