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Ticketmaster vs. StubHub: Who's Winning the Resale Battle?

Thursday, November 20, 2014   (0 Comments)

Billboard (10/20/14) Peoples, Glenn; Waddell, Ray

Ticketmaster and StubHub have been engaged in a fight for the $5 billion a year ticket resale market through 2014 with competing products and marketing tactics. Ticketmaster is banking on its new TM+ platform to expand its share of the market, while StubHub is gambling on a new pricing strategy to shield its dominant position. The TM+ platform has been used for 3,000 events since its launch. TM+ displays tickets offered via a venue’s box office along with those resold by fans and brokers, often at inflated prices. TM+ operates on the principle that additional traffic from shoppers looking for secondary tickets can help primary ticket sales. Ticketmaster reports its total resale revenue gained 90 percent year over year through July, and it expects to collect more than $1 billion in resale gross ticket value from September 2013 through the end of 2014. StubHub responded by lowering ticket prices through a blend of reduced fees and an all-in ticket pricing policy, in which the total price of admission is listed early in the ordering process. StubHub president Chris Tsakalakis reports the firm has reduced fees in 95 percent of its transactions. However, since deploying these changes, StubHub's revenue has slowed while average ticket prices have decreased 6 percent this year. StubHub also has made customer experience enhancements such as StubHub Music, an Apple mobile app that scans users' iTunes collections and provides personalized tour updates by favorite artists.

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