SeatGeek and Spotify have teamed up to offer concert ticket sales within the music platform | TechCrunch

On Wednesday, SeatGeek announced a new integration with Spotify that brings seamless ticket purchasing to Spotify users.

Now, when Spotify users browse an artist’s page or upcoming tour dates, they’ll see links to concert tickets at these participating venues powered by SeatGeek, allowing for a streamlined purchase process.

Currently, the integration is available for a select group of locations where SeatGeek serves as the primary ticket seller. Specifically, it covers 15 major SeatGeek partners in the US, including State Farm Stadium in Glendale, Nissan Stadium in Nashville, and AT&T Stadium in Arlington. (Although SeatGeek is a major player in the secondary ticketing space, this integration is exclusive to venues where it acts as the primary ticketing platform.)

It’s a strategic win for SeatGeek. By placing directly in the Spotify app, SeatGeek is positioned to reach millions of active music fans as they discover upcoming events, increasing the chances of converting listeners into ticket buyers.

Although SeatGeek has made significant strides in this space, it continues to face competition from heavyweights Ticketmaster and AXS.

These rivals command a larger share of the ticketing market, bolstered by long-term contracts with many top venues and event organisers. Ticketmaster alone is estimated to serve 53 of America’s top 68 arenas. Even the Barclays Center, which switched from Ticketmaster to SeatGeek in 2021, quickly reversed course in less than a year, taking a seven-year deal and ending the deal and returning to Ticketmaster.

Notably, the latest partnership follows Spotify’s 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 works with over 45 ticketing partners, including Ticketmaster, AXS, Eventbrite, DICE and Bandsintown.

Spotify previously experienced direct ticket sales in 2022.

This isn’t the first time SeatGeek has teamed up with the popular app, either. The company partnered with Snapchat in 2018, allowing users to buy tickets directly within the social app.

Separately, Spotify’s latest earnings call came last week, when the company said it had more than 750 million monthly users and 290 million paid subscribers. Spotify expects those numbers to grow to 759 million users and 293 million paying subscribers in the current quarter, underscoring its continued focus on profitability.