Ticketmaster is the largest primary ticket outlet in the United States, but it does have some competition in the ticket sales industry. Some of the key competitors to Ticketmaster include:
StubHub
StubHub is one of the largest secondary ticket marketplaces. StubHub allows users to buy and sell tickets for events. Users can list event tickets for sale and set their own prices. StubHub charges a commission on each ticket sale. Some key facts about StubHub:
- Owned by eBay
- Founded in 2000
- Based in San Francisco, CA
- Allows users to sort ticket listings by price, listing time, section, row, etc.
- StubHub gets its inventory from fans reselling tickets and some partnerships with teams, venues, etc.
- StubHub has a FanProtect Guarantee which guarantees valid tickets that arrive in time for the event.
While StubHub focuses on secondary ticket sales, it does compete with Ticketmaster as an alternative place fans can buy tickets.
Vivid Seats
Vivid Seats is an online marketplace for ticket resales. Like StubHub, it allows users to buy and sell event tickets. Vivid Seats provides a 100% buyer guarantee on all orders. Some details about Vivid Seats:
- Founded in 2001
- Based in Chicago, IL
- Allows sorting by price, section, row, etc.
- No auction-style listings – all tickets have set prices
- Mainly focuses on reselling tickets to sports, concerts, theater events
- Official secondary ticketing partner of some sports teams
Vivid Seats competes directly with StubHub and Ticketmaster as a secondary ticket marketplace. It differentiates itself by having fixed ticket prices rather than auctions.
SeatGeek
SeatGeek is a mobile-focused ticket marketplace. It allows users to buy and sell tickets to sporting events, concerts, theater shows, and more. Some key information on SeatGeek:
- Founded in 2009
- Based in New York, NY
- Integration with apps like Apple Wallet for easy ticket delivery
- Uses Deal Score feature to rate ticket listings
- Official ticketing partner of Major League Soccer
SeatGeek competes with Ticketmaster in the primary and secondary ticket sales market. Its mobile technology and Deal Score feature help attract millennials fans.
AXS
AXS is a digital marketing platform for purchasing tickets to entertainment events. It was founded through a joint venture between AEG, one of the largest event promoters in the world, and Outbox Technology. Some details on AXS:
- Platform owned by AEG
- Used as the official ticketing partner by AEG venues/teams
- Los Angeles Galaxy and Los Angeles Lakers use AXS for ticketing
- Integrated with Outbox Technology’s inventory management software
- Used for selling both primary and secondary tickets
By integrating ticketing with AEG’s promotion business, AXS can compete directly with Ticketmaster in selling primary event tickets.
Ticketfly
Ticketfly is a ticket sales and promotion platform focused on concerts and live entertainment events. Some information about Ticketfly’s business:
- Founded in 2008 in San Francisco
- Acquired by Eventbrite in 2017
- Used by over 1,200 venues across North America
- Caters to more mid-size and independent venues
- Provides venue pages and social media marketing tools
Ticketfly’s positioning in mid-size venues allows it to compete with Ticketmaster. It focuses on music venues that don’t get as much attention from larger players.
Ticket Network
TicketNetwork is a ticket resale marketplace. Users can buy tickets from season ticket holders, brokers, and others with extra tickets. Some details on TicketNetwork:
- Founded in 2002 in South Windsor, CT
- Allows ticket sellers to set their own prices
- Mainly focuses on reselling tickets for sports, concerts, theater shows
- Provides a 200% money-back guarantee on all tickets
- Runs affiliate program to allow bloggers, teams, etc. to resell tickets
As a secondary ticket seller, TicketNetwork competes directly with Ticketmaster. Its money-back guarantee is a strategy to differentiate itself in the market.
Razorgator
Razorgator is an online marketplace for premium sports and entertainment tickets. Some additional information:
- Founded in 2001
- Based in Seattle, WA
- Mainly focuses on high-demand sporting events and concerts
- Gets inventory from season ticket holders, suites, corporate sponsors
- Provides Mercedes-Benz Club level seats at Mercedes-Benz Stadium
By specializing in high-end inventory, Razorgator competes with Ticketmaster’s premium ticket sales. It provides direct access to prime tickets with good amenities.
TickPick
TickPick is an online secondary event ticket marketplace with no service fees:
- Founded in 2011
- Based in Philadelphia, PA
- Differentiates itself by not charging service fees to buyers
- Sellers pay a 5% commission
- All prices displayed upfront with no hidden fees
The lack of service fees for buyers allows TickPick to compete with Ticketmaster. TickPick’s value proposition focuses on transparent pricing.
Gametime
Gametime is mobile app-based last minute ticket marketplace:
- Founded in San Francisco in 2013
- Focuses exclusively on last minute ticket sales
- Deals for sporting events, concerts, theater available up to 90 minutes before start
- Allows variable and dynamic pricing to sell last minute inventory
- Partners with teams like the Orlando Magic and Detroit Pistons
Gametime competes by specifically targeting last minute ticket buyers. Features like dynamic pricing help eliminate unsold ticket inventory.
Ticket Club
Ticket Club is a ticket consolidator offering discounted tickets for events:
- Based in Charlotte, NC
- Works directly with brokers and season ticket holders as suppliers
- Specializes in tickets to sporting events, concerts, Broadway
- Focuses on high volume at low prices
- Also offers ticket packages with hotel rooms
Ticket Club competes on aggressive ticket pricing. Discounted prices on bulk inventory help attract bargain shoppers.
Online Ticket Brokers
There are hundreds of small online ticket brokers who buy and sell tickets to sports, music and entertainment events. Some examples of online ticket brokers include:
- VIP Tickets
- Tickets Unlimited
- Ticket King
- Coast to Coast Tickets
- Lucky Seat
These small brokers sell on sites like eBay and Craigslist. They compete for secondary sales and specialize in last minute or sold out tickets.
Team/Venue Official Resale Marketplaces
Many teams and venues now operate their own official ticket resale exchanges. Fans can resell tickets directly through the team or venue marketplace. Some examples:
- New York Yankees – Yankees Ticket Exchange
- Chicago Cubs – Cubs Ticketmaster Resale Market
- Toronto Maple Leafs – Ticketmaster Resale Marketplace
- Dallas Mavericks – Mavs Ticket Exchange
These official resale sites compete with Ticketmaster’s secondary ticket sales. They focus specifically on the team’s fanbase.
Conclusion
While Ticketmaster holds a dominant position in ticketing, it faces increasing competition in both the primary and secondary ticket sales markets. New entrants like SeatGeek provide mobile-focused alternatives. Secondary exchanges like StubHub and VividSeats make it easy for fans to resell tickets.
Venues and teams are also taking ticketing in-house by operating their own resale exchanges. This area seems poised for the most disruption to Ticketmaster’s business. Overall, fans have more options than ever before to purchase tickets thanks to healthy competition in the industry.
Competitor | Founded | Headquarters | Business Model |
---|---|---|---|
StubHub | 2000 | San Francisco, CA | Secondary ticket marketplace |
Vivid Seats | 2001 | Chicago, IL | Secondary ticket marketplace |
SeatGeek | 2009 | New York, NY | Primary & secondary ticket sales |
AXS | 2011 | Los Angeles, CA | Primary ticket sales |
Ticketfly | 2008 | San Francisco, CA | Primary ticket sales |
TicketNetwork | 2002 | Connecticut | Secondary ticket marketplace |
Razorgator | 2001 | Seattle, WA | Premium secondary tickets |
TickPick | 2011 | Philadelphia, PA | Secondary ticket marketplace |
Gametime | 2013 | San Francisco, CA | Last minute ticket sales |
Ticket Club | Unknown | Charlotte, NC | Discounted ticket consolidator |