Ticketmaster has long been the dominant player in the ticket sales industry, but with its high fees and controversial practices, many consumers are looking for alternatives. In this article, we’ll explore some of the top options that have emerged as competitors to Ticketmaster.
Why are alternatives to Ticketmaster needed?
Ticketmaster sells tickets for many major concerts, sports events, and theater shows. It has exclusive arrangements with many large venues and promoters to be their official and only ticket vendor. This lack of competition has allowed Ticketmaster to charge high fees on each ticket sold. These fees include an order processing fee, a service fee, and sometimes a facility charge or shipping fee. The total in fees can add 20-30% to the base ticket price. Many consumers are frustrated with these high fees and seek alternatives.
Ticketmaster has also received criticism for directing the best tickets to its own resale platform at higher prices instead of the general on-sale. Its perceived lack of transparency and anti-competitive practices have increased public desire for other options.
AXS
AXS is a ticket sales platform owned by AEG, one of the largest concert and event promoters in the world. It serves as the official ticketing partner for many AEG venues and events. As a result, it has become a major player in ticketing competing directly with Ticketmaster.
Some key features of AXS include:
- Lower service fees than Ticketmaster on average
- Clean, modern website and mobile apps for ticket purchasing
- Integration with venues like Staples Center and the O2 Arena for which AEG has ticketing rights
- Partnership with other ticketing platforms like Ocesa in Mexico
AXS markets itself as offering consumers more transparent fees and greater reliability than Ticketmaster. As AEG expands its venue holdings and touring promotions, AXS will likely continue growing as a competitive force in ticketing.
StubHub
StubHub was founded as an online ticket marketplace enabling both primary and resale ticket sales. In 2020, StubHub was acquired by Ticketmaster’s owner Viagogo. StubHub continues to operate as a separate brand and provides the leading ticket resale exchange.
Some benefits of StubHub include:
- Large inventory of tickets to popular events available for immediate digital delivery
- Sold at market value pricing, sometimes below or above face value
- Wide selection of premier seats that can be hard to get from the primary on-sale
- Backed by StubHub’s FanProtect Guarantee for valid tickets
StubHub competes with Ticketmaster directly in the ticket resale market and indirect in primary sales by offering fans an alternative source for high-demand tickets. Its acquisition by Viagogo does decrease its role as a head-to-head competitor somewhat.
Vivid Seats
Vivid Seats is an independent online secondary ticket marketplace, allowing fans to buy and resell event tickets. It focuses on providing a reliable and secure resale platform.
Reasons customers choose Vivid Seats include:
- Competitive service fees capped around 20% of ticket cost
- FanShield Guarantee program for valid tickets and protection from fraud
- Rewards program to earn credit on future purchases
- Responsive customer service and support team
As one of the largest players in secondary ticket sales, Vivid Seats provides an appealing alternative source of tickets for popular events. It competes directly with StubHub and analogous secondary marketplaces.
SeatGeek
SeatGeek is a ticket sales platform that allows users to buy and sell tickets to sports, concert, and theater events. It touts its platform’s ability to provide users with a transparent, organized view of available tickets.
Here are some key advantages of SeatGeek:
- Seat view with interactive maps so users can preview seats before buying
- Integration with social media followings to help coordinate group outings
- SeatGeek Deal Score feature that rates each ticket deal
- Access to resale inventory in addition primary market tickets
SeatGeek has built a brand known for its innovative technology. It offers an appealing user experience for finding and purchasing both new and resale tickets.
Other Ticket Sites
In addition to these major ticketing platforms, consumers can also purchase tickets directly from:
- Venue box offices: Usually the lowest fees but more limited inventory
- Fan clubs: Some bands sell pre-sale tickets exclusively to fan club members
- Team or band websites: Many sell tickets directly through their official site
- Music festivals: Large festivals have their own platforms for tickets
Purchasing directly from the source can sometimes offer cheaper pricing though with less convenience and selection. Sports teams and larger venues will sometimes partner with Ticketmaster but still sell a portion of their own inventory.
Key Differences Between Ticketmaster Alternatives
Platform | Primary or Secondary Sales | Fees | Ownership |
---|---|---|---|
AXS | Primary | Lower than Ticketmaster | Owned by AEG |
StubHub | Secondary | Market driven | Owned by Viagogo |
VividSeats | Secondary | Capped around 20% | Independent |
SeatGeek | Primary & Secondary | Lower than Ticketmaster | Independent |
Conclusion
Consumer desire for alternatives to Ticketmaster has driven the growth of several competitors in both primary and secondary ticket sales. While Ticketmaster still dominates, platforms like AXS, StubHub, Vivid Seats, and SeatGeek have become popular options. Each provides different benefits in fees, guarantees, and customer experience. Purchasing directly from venues, teams, bands, or fan clubs is also an alternative to avoid Ticketmaster. With more choices than ever, consumers have the ability to compare platforms and find the ticketing solution that best fits their needs.