Media Trends Executive

Media Deals

Star power is taking on new value as fans pay to turn parasocial relationships into real-life experiences.

Why it matters: Familiar faces can still be one of the strongest draws for getting people out of the house.

Hollywood relies on stars like Matt Damon, Zendaya and Timothée Chalamet to make audiences even more compelled to see films in theaters. Their press tours, premiere looks and social followings can generate weeks of attention.

Broadway regularly turns to recognizable names. "Chicago," "Moulin Rouge" and "Oh, Mary!" are among the shows using high-profile replacements to keep extending interest. "Harry Potter and the Cursed Child" jumped to new heights after casting actor Tom Felton.

Yes, but: Stars aren't a prerequisite for a hit. 

"Obsession," made for less than $1 million and without A-list leads, was one of the year's biggest breakout films and in the process turned actors Michael Johnston and Inde Navarrette and director Curry Barker into much bigger names.

Zoom in: Fans of YouTubers and podcasters spend hours watching or listening to the same hosts every week and are choosing to see them in person.

Dude Perfect, a sports and comedy show that started on YouTube in 2009, just wrapped its sixth year of live touring, drawing more than 180,000 fans across 22 arenas for its Squad Games Tour.

Live podcast ticket sales are up 1,442% from 2019, even as the number of live podcast events on its marketplace has grown just 35%. The number of distinct podcast properties selling tickets is up 59%, per StubHub.

The shows are also attracting new consumers. Nearly 55% of live podcast orders on StubHub come from first-time StubHub buyers, the highest rate of any segment the company measured. The share of live podcast buyers who are repeat customers has risen from 25.9% to 29.9%.

A bar chart shows 10 top-selling live podcasts by average resale ticket price. Smartless tops the list at $211, followed by New Heights Live at $191. Small Town Murder is lowest at $98. Prices range from $98 to $211, with six podcasts clustered between $109 and $124.

Top-selling live podcasts, by average resale ticket price

Follow the money: Fans are shelling out to attend. Average resale prices on SeatGeek range from $211 for "SmartLess" and $191 for "New Heights" to around $100 for "Crime Junkie" and "Small Town Murder."

"Call Her Daddy" host Alex Cooper held a weekend-long event in October in Las Vegas that included live shows, with tickets costing $300. Though other Unwell events, like a party in New York this past week, are free.

For talent, live can be highly lucrative. Kara Swisher said at On Air Fest in February that she generated roughly $2.5 million from a week of live shows, which she described as relatively inexpensive to produce.

What's next: "We're moving from an era of watching to a new era of participation," Jubilee Media CEO Jason Y. Lee says.

The digital media company tested that thesis with a live dating show at UCLA for its brand Nectar. About 1,000 students showed up to both watch and participate. Lee says he sees the model extending into Jubilee's debate and political formats.

That participatory element is already showing up more at concerts with Sabrina Carpenter arresting an audience member during "Juno," Role Model selecting a "Sally," Hilary Duff bringing people onstage for the "With Love" dance and Usher serenading a fan during "Can U Handle It?"

Stars turn online fandom into IRL crowds

Familiar faces can still be one of the strongest draws for getting people out of the house.

Photo illustration of Matt Damon, Zendaya, and Timothée Chalamet

Photo illustration: Sarah Grillo/Axios. Photos: VCG/VCG, Todd Owyoung/NBC, and Pierre Suu/WireImage via Getty Images

Media & journalism industry

Star power is taking on new value as fans pay to turn parasocial relationships into real-life experiences.Why it matters: Familiar faces can still be one of the strongest draws for getting people out of the house.

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Stars turn online fandom into IRL crowds

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