When Ticketmaster displays “low availability” for an event, it typically means the event is sold out or close to selling out. There are a few reasons why Ticketmaster doesn’t explicitly say “sold out”:
To deter scalpers and bots
If Ticketmaster displayed “sold out” immediately when the last ticket sold, it would make the job easier for scalpers and ticket buying bots. Scalpers rely on instant notifications to grab as many tickets as possible in order to resell them at a markup. Displaying “low availability” instead of “sold out” helps limit scalpers from snatching up all remaining tickets the minute they go on sale.
To account for holds and releases
Venues often hold a certain allotment of tickets for various purposes like VIP packages, fan club presales, artist guests, etc. As these holds are released, some tickets can become available again. So a seemingly sold out event may have some tickets held in reserve that will eventually be released for sale. “Low availability” accounts for this nuance.
To drive urgency and maximize sales
“Low availability” creates a sense of urgency and scarcity that motivates fans to buy tickets. If an event displays as “sold out”, potential customers may give up on trying to get tickets. But seeing “low availability” signals that tickets are still available if you act fast. This drives more sales activity on the Ticketmaster site.
To allow for flexible capacity
For some venues or events, there is flexibility around total capacity depending on configuration, space, permits, etc. So the number of “sold out” tickets may fluctuate above the originally listed capacity. “Low availability” gives Ticketmaster wiggle room if more tickets become available.
To drive traffic and awareness
A “sold out” indicator might discourage people from visiting the Ticketmaster site for an event, reducing overall awareness and traffic. “Low availability” keeps fans engaged and checking back for ticket updates. This traffic helps Ticketmaster from a marketing perspective.
To promote Ticketmaster’s own resale marketplace
When events are truly sold out, Ticketmaster directs customers to its Ticketmaster Resale site where resellers can list tickets at inflated prices. “Low availability” on regular Ticketmaster keeps options open for additional primary sales.
Here is an example table comparing “low availability” vs “sold out”:
Scenario | “Low Availability” | “Sold Out” |
---|---|---|
Deterring scalpers/bots | Limits scalpers from buying all remaining tickets instantly | Signals scalpers that no tickets remain |
Accounting for ticket releases | Allows newly released tickets to be sold | Does not account for pending ticket releases |
Driving urgency | Motivates fans to buy tickets while they still can | Fans may give up trying to get tickets |
Flexible capacity | Leaves room for more tickets if capacity increases | Sets a fixed capacity limit |
Marketing | Keeps fans engaged and site traffic up | May discourage visitors to site |
Promoting resales | Still allows some primary market sales | Drives fans directly to resale marketplace |
Why fans find “low availability” frustrating
While “low availability” serves Ticketmaster’s business interests, it can create a frustrating experience for fans trying to buy tickets. Reasons fans dislike seeing “low availability” include:
- Uncertainty if tickets are actually still available
- Having to rapidly refresh and check back as tickets sell out
- False sense of hope that they will still get tickets
- Perception that Ticketmaster is deliberately misleading
- Drive fans towards Ticketmaster Resale at higher prices
Ticketmaster argues “low availability” helps deter scalpers and gives ordinary fans a fair shot at getting tickets. But many feel it’s a manipulative sales tactic that takes advantage of scarcity and FOMO (fear of missing out).
The growth of the secondary ticket market
The rise of online secondary ticket marketplaces like StubHub and Vivid Seats has transformed ticket scalping from a shady street business to a massive digital industry. Ticket resellers use advanced bots and tools to buy up inventory the minute tickets go on sale. This creates near-instant shortages as large blocks of tickets are scooped up and listed for resale at huge markups.
By 2016, the secondary ticket market in North America had grown to an estimated $6 billion annually. StubHub alone reported nearly $3 billion in sales in 2015. Secondary marketplaces have become vital distribution channels for high-demand events. Ticketmaster itself expanded into ticket resale through its Ticketmaster Resale site.
This enormous secondary market puts pressure on primary sellers like Ticketmaster to find ways to counter automated scalpers. Measures like “low availability” notifications help slow the pace of sales just enough to give ordinary fans a chance to get tickets at list prices.
Growth of the secondary ticket market
Year | Estimated Secondary Ticket Market Sales |
---|---|
2010 | $2.5 billion |
2014 | $5 billion |
2016 | $6 billion |
Alternatives to “low availability”
While well-intentioned, “low availability” frustrates many customers. Here are some alternative approaches Ticketmaster could consider:
- numbered queues – Assign everyone a place in a virtual line when they start waiting so they know where they stand.
- wait time estimators – “Over 500 people waiting… estimated wait time 35 minutes.” Gives fans more clarity.
- non-misleading language – Say “nearly sold out” or “going fast” instead of falsely signaling tickets remain.
- ticket draws/lotteries – Allocate tickets randomly by lottery rather than first-come-first-serve.
- fan presales – Reserve blocks of tickets for verified fan club members before general public on-sale.
While Ticketmaster provides a valuable service, there are opportunities to improve the customer experience, especially for high-demand events. Finding the right balance between fair access, preventing scalpers, and maximizing sales is an ongoing challenge in the ticketing industry.
Conclusion
In summary, Ticketmaster displays “low availability” rather than “sold out” for strategic business reasons such as discouraging scalpers, driving urgency among buyers, allowing flexibility for additional capacity, and promoting their own resale site. However, this language leads many fans to feel misled and frustrated as tickets sell out quickly. Alternatives like wait queues, fan presales, and non-misleading terminology could provide a better customer experience. The ideal ticketing system would balance fairness, access, and profits, but until then, fans will keep seeing “low availability” when events are effectively sold out.