SeatGeek announced a new integration with Spotify, allowing users to buy concert tickets directly within the music platform.
SeatGeek serves as the primary ticket seller for 15 major U.S. venue partners, including State Farm Stadium and AT&T Stadium, where the integration is currently available.
This strategic move positions SeatGeek to reach millions of active music fans, increasing the chances of converting listeners into ticket buyers, amidst competition from Ticketmaster and AXS.
The Partnership
The integration follows Spotify’s announcement that it has helped artists generate over $1 billion in ticket sales by linking fans with live events through its ticketing partners, including Ticketmaster, AXS, and SeatGeek.
Spotify previously experimented with direct ticket sales in 2022 and works with more than 45 ticketing partners, highlighting its focus on live events and artist revenue.
Market Context
SeatGeek faces competition from heavyweights Ticketmaster and AXS, which command a greater share of the ticketing market, bolstered by long-term contracts with many top venues and event organizers.
Notably, Ticketmaster alone services 53 of the top 68 US arenas, and SeatGeek’s latest partnership is exclusive to venues where it operates as the primary ticketing platform.
Company Background
SeatGeek has partnered with popular apps before, including Snapchat in 2018, allowing users to buy tickets directly within the social app.
Spotify reported having more than 750 million monthly users and 290 million paid subscribers in its latest earnings call, highlighting its continued focus on profitability and growth.
