SeatGeek and Spotify are working together to offer concert ticket sales within the music platform | TechCrunch

SeatGeek announced on Wednesday, a new integration with Spotify, giving Spotify users a seamless ticket-buying experience.

Now when Spotify users browse an artist’s page or upcoming tour dates, they will see ticket links, powered by SeatGeek, for concerts at these participating venues, allowing for a streamlined purchasing process.

Currently, the integration is available to a select group of locations where SeatGeek serves as the primary ticket seller. In concrete terms, this concerns SeatGeek’s 15 major American location 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 secondary ticketing, this integration is exclusive to venues where it operates as the primary ticketing platform.)

This is a strategic win for SeatGeek. With direct placement in the Spotify app, SeatGeek is positioned to reach millions of active music fans as they discover upcoming events, increasing the likelihood of converting listeners into ticket buyers.

While SeatGeek has made significant progress in this area, it continues to face competition from heavyweights Ticketmaster and AXS.

These rivals control a larger share of the ticket market, supported by long-term contracts with many top venues and event organizers. Are estimated that Ticketmaster alone serves 53 of the top 68 U.S. arenas. Even Barclays Center, which switched from Ticketmaster to SeatGeek in 2021, quickly reversed course less than a year into a seven-year deal and ended the deal to return to Ticketmaster.

It is striking that the latest collaboration follows that of Spotify announcement that it has helped artists generate more than $1 billion in ticket sales by connecting fans to live events through its ticketing partners. The company employs more than 45 ticket partnersincluding Ticketmaster, AXS, Eventbrite, DICE and Bandsintown.

Spotify previously experimented with direct ticket sales in 2022.

This is also not the first time that SeatGeek has collaborated with a popular app. The company partnered with Snapchat in 2018, allowing users to purchase tickets directly within the social app.

Additionally, Spotify’s latest earnings call took place last week, with the company reporting that it has more than 750 million monthly users and 290 million paid subscribers. Spotify expects these numbers to rise to 759 million users and 293 million paying subscribers in the current quarter, underscoring its continued focus on profitability.