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SENSOR TOWER · ABRAHAM YOUSEF · OCTOBER 2024
MMM: Live Event Ticketing Apps Experience Downtick in User Growth
Waning demand growth in the live events space, prompted by a more cautious consumer spending outlook, carried through to mobile app performance for these platforms. Per Sensor Tower data, MAUs and engagement growth have ticked down for ticketing apps since 2022, which may suggest a challenging path ahead for top players in the industry.
Key Takeaways:
Per ST data, MAUs have started to reflect waning demand, as global MAUs for the live event ticketing cohort increased merely 13% YoY in 2024 YTD, behind larger gains in 2021 (+108% YoY) and 2022 (+29% YoY)
Additionally, global downloads for ticket reseller apps declined in 3Q24, as GameTime, Vivid Seats and SeatGeek saw downloads fall 38%, 21%, and 13% YoY, respectively
TickPick and StubHub, the two ticketing platforms that saw the highest levels of MAU growth in 3Q24, up 73% and 33% YoY, respectively, also exhibited the most time spent (8 mins/month) during the same period, which suggests that these apps are potentially more successful in converting users as they are taking the time to (presumably) purchase tickets in-app
SeatGeek and TickPick increased US ad spend by 350% and 285% YoY in 3Q24, respectively. Ticketmaster accounted for 32% of spend across the cohort in 3Q24, down from 56% in 3Q23, while SeatGeek’s share of voice grew 22ppts to 30% of spend across the cohort, up from 8% in 3Q23
For more information, request the full report from reports@sensortower.com.
Written by: Abraham Yousef, Senior Insights Analyst
Date: October 2024