Leading Brands in Canada's Experiences & Events Category in Q4 2024

As the Experiences & Events category continues to thrive in Canada, several brands have emerged as leaders in terms of audience reach across their websites and apps. In Q4 2024, Sensor Tower data reveals key insights into the performance of Ticketmaster, Eventbrite, and StubHub. These insights, powered by Sensor Tower's comprehensive data offerings, provide a detailed look at cross-platform user behavior.

Ticketmaster

Ticketmaster is a dominant force in the ticketing industry, known for its extensive inventory of live event tickets. Its digital footprint is formidable, with both its website, ticketmaster.com, and its app, Ticketmaster－Buy, Sell Tickets, showing significant activity.

• Audience Trends: Throughout Q4 2024, ticketmaster.com maintained a stable monthly audience, with visits ranging from 35M to 43M. The monthly true audience consistently hovered around 4.5M to 5.2M, with a notable balance between web-only and app-only visitors.

• App Engagement: The Ticketmaster app saw monthly active users between 1.9M and 2.2M, indicating strong mobile engagement.

• Ad Spend & Channels: Ticketmaster's monthly ad spend peaked in November at over $600K, with impressions reaching approximately 110M. Facebook and Instagram were the primary channels, with notable contributions from YouTube and desktop video.

Eventbrite

Eventbrite is renowned for its user-friendly platform that enables users to create, share, and find events. Its presence is felt both on its website, eventbrite.com, and its app, Eventbrite.

• Audience Trends: Eventbrite experienced a decline in monthly visits from 13.5M in October to 8.3M in December. The monthly true audience also decreased, remaining above 1.9M throughout the quarter.

• App Engagement: The Eventbrite app saw a steady monthly active user base, ranging from 670K to 870K, reflecting consistent mobile engagement.

• Ad Spend & Channels: Monthly ad expenditure peaked in November at approximately $150K, with impressions around 37M. Facebook and Instagram were the dominant advertising platforms, with LinkedIn and Pinterest also contributing.

StubHub

StubHub, a leader in the secondary ticketing market, leverages its digital platforms to offer a vast selection of tickets. Its strategy includes its website, stubhub.com, and its app, StubHub: Event Tickets.

• Audience Trends: Stubhub.com saw a significant spike in monthly visits in November, reaching nearly 9.8M, before settling at 7.8M in December. The monthly true audience remained stable above 620K.

• App Engagement: The StubHub app experienced growth in monthly active users, increasing from 64K in October to 92K in December.

• Ad Spend & Channels: StubHub's monthly advertising efforts peaked in October, with a spend of over $160K and impressions nearing 40M. Instagram and Facebook were key channels, with limited activity on YouTube.

Conclusion

The Q4 2024 data highlights the competitive landscape in Canada's Experiences & Events category, with Ticketmaster, Eventbrite, and StubHub each leveraging their digital platforms effectively. Sensor Tower's unparalleled data offerings provide critical insights into these brands' cross-platform strategies, emphasizing the importance of comprehensive data analysis in understanding user behavior.

For more detailed insights, Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offer a closer look at the metrics driving these trends.