SeatGeek announced a new integration with Spotify on Wednesday, bringing a seamless ticket purchasing experience to Spotify users.
When Spotify users view an artist’s page or upcoming tour dates, they will now see ticket links provided by SeatGeek for concerts at these participating venues, streamlining the purchasing process.
This integration is currently available for select venue groups where SeatGeek acts as the primary ticket seller. Specifically, it covers 15 of SeatGeek’s major U.S. venue partners, including State Farm Stadium in Glendale, Nissan Stadium in Nashville, and AT&T Stadium in Arlington. (So while SeatGeek is a major player in the secondary ticketing space, this integration is limited to venues acting as the primary ticketing platform.)
This is a strategic win for SeatGeek. By placing directly in the Spotify app, SeatGeek reaches millions of active music fans discovering upcoming events and increases the likelihood of converting listeners into ticket buyers.
Although SeatGeek has made great strides in this space, it continues to face competition from giants Ticketmaster and AXS.
These rivals have commanded a large share of the ticket sales market, backed by long-term contracts with many top venues and event organizers. Ticketmaster alone is estimated to serve 53 of the top 68 arenas in the United States. Even Barclays Center, which switched from Ticketmaster to SeatGeek in 2021, quickly reversed course, ended its contract and returned to Ticketmaster less than a year into its seven-year contract.
Notably, this latest partnership follows Spotify’s announcement that it has helped artists generate more than $1 billion in ticket sales by connecting fans with live events through ticketing partners. The company works with more than 45 ticketing partners, including Ticketmaster, AXS, Eventbrite, DICE, and Bandsintown.
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Spotify previously experimented with direct ticket sales in 2022.
This isn’t the first time SeatGeek has partnered with a popular app. The company partnered with Snapchat in 2018 to allow users to purchase tickets directly within the social app.
Separately, Spotify’s latest financial results were released last week, reporting that the company has more than 750 million monthly users and more than 290 million paid subscribers. Spotify expects these numbers to increase to 759 million users and 293 million paying members this quarter, underscoring its continued focus on profitability.
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