Leading Brands in Germany's Experiences & Events Category: Q4 2024 Overview

Introduction

In the dynamic world of Experiences & Events, several brands have distinguished themselves in Germany by attracting substantial audiences across their digital platforms. This article delves into the performance of three leading brands: Eventim, Ticketmaster, and Eventbrite, analyzing data trends from Q3 to Q4 2024. Sensor Tower's comprehensive data capabilities allow us to explore these trends through cross-referencing web, app, and advertising metrics.

Eventim

Eventim is renowned for its extensive ticketing services, both online and via its mobile application. The brand's digital presence includes its website eventim.com and the EVENTIM DE: Tickets for Events app.

• Audience Trends: From October to December 2024, eventim.com saw a steady increase in visits, culminating in over 80M visits by December. The monthly true audience for Eventim remained stable above 10M throughout the quarter, with a notable rise in web-only visitors.

• App Engagement: The EVENTIM app experienced growth in monthly active users, reaching over 1.6M by December, highlighting the increasing preference for mobile ticketing solutions.

• Ad Spend & Channels: Eventim increased its monthly advertising spend significantly in November and December, with total impressions surpassing 25M in December. Facebook and Instagram were the dominant channels, indicating a strategic focus on social media.

Ticketmaster

Ticketmaster's ecosystem is a leader in global ticket sales, featuring ticketmaster.com and the Ticketmaster－Buy, Sell Tickets app.

• Audience Trends: Ticketmaster saw fluctuations in web visits, with a peak in November at over 31M visits. Monthly true audience figures also showed variability, with a high in November around 2.8M and a drop in December.

• App Engagement: The Ticketmaster app's monthly active user base peaked in November at nearly 500K before declining in December, reflecting seasonal trends in event ticket purchases.

• Ad Spend & Channels: Ticketmaster's monthly ad spend peaked in November, with over 31M impressions. Facebook and Instagram were key platforms, suggesting a strong focus on visual and interactive ad formats.

Eventbrite

Eventbrite is a versatile platform known for its event management and ticketing solutions, accessible via eventbrite.com and the Eventbrite app.

• Audience Trends: Eventbrite's website traffic peaked in September with nearly 5M visits but saw a decline towards the end of the year. Monthly true audience figures also varied, with a peak in October at over 700K.

• App Engagement: The Eventbrite app saw a peak in monthly active users in October at about 170K, indicating increased engagement during this period.

• Ad Spend & Channels: Eventbrite's monthly ad spend was relatively low compared to other brands, with a notable focus on Facebook. Impressions were highest in December, reaching over 600K.

Conclusion

The Experiences & Events category in Germany showcases the diverse strategies of leading brands like Eventim, Ticketmaster, and Eventbrite. Sensor Tower's unparalleled data insights reveal how these brands leverage web and app platforms alongside strategic advertising to capture and engage their audiences. As the market continues to evolve, Sensor Tower remains a vital resource for understanding these complex dynamics across platforms, offering decision-makers a unique advantage in the digital landscape.