SeatGeek and Spotify team up to offer concert ticket sales within the music platform

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

Now, when Spotify users search artist pages or upcoming tour dates, they will see ticket links provided by SeatGeek for concerts at these participating venues, streamlining the purchasing process.

The integration is currently available for a select group of venues where SeatGeek serves as the primary ticket seller. Specifically, it covers SeatGeek’s 15 major U.S. stadium 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 the secondary ticketing space, this integration only applies to venues that operate as a primary ticketing platform.)

This is 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 likelihood of converting listeners into ticket buyers.

SeatGeek has made significant progress in this space, but still faces competition from giants Ticketmaster and AXS.

These competitors capture a larger share of the ticket market through long-term contracts with many of the top venues and event organizers. It is estimated that Ticketmaster alone serves 53 of the top 68 stadiums in the United States. Barclays Center, which switched from Ticketmaster to SeatGeek in 2021, also quickly pivoted less than a year later to a seven-year contract and terminated the contract, 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 ticketing partners. The company works with more than 45 ticketing partners, including Ticketmaster, AXS, Eventbrite, DICE and Bandsintown.

Spotify previously experimented with direct ticket sales in 2022.

This isn’t the first time SeatGeek has collaborated with a popular app. The company partnered with Snapchat in 2018 to allow users to purchase tickets directly within the social app.

Separately, Spotify’s latest earnings call came last week, in which the company reported more than 750 million monthly users and 290 million paid subscribers. Spotify expects these numbers to grow to 759 million users and 293 million paying subscribers this quarter, underscoring its continued focus on profitability.