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

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

Now, when Spotify users browse an artist’s page or upcoming tour dates, they’ll see links to SeatGeek-powered tickets for concerts at these participating venues, allowing for a streamlined purchasing process.

Currently, the integration is available to a select group of venues where SeatGeek serves as the primary ticket seller. Specifically, it covers SeatGeek’s 15 major U.S. partners, including State Farm Stadium in Glendale, Nissan Stadium in Nashville, and AT&T Stadium in Arlington. (So, although SeatGeek is a major player in the secondary ticketing space, this integration is limited to places where it serves as the primary ticketing platform.)

This is a strategic win for SeatGeek. Through direct placement in the Spotify app, SeatGeek is positioned to reach millions of active music fans as they discover upcoming events, increasing the chances of converting listeners into ticket buyers.

Although SeatGeek has made great strides in this space, it still faces competition from heavyweights Ticketmaster and AXS.

These competitors control a larger share of the ticket market, supported by long-term contracts with many major venues and event organizers. It is estimated that Ticketmaster alone serves 53 of the top 68 arenas in the United States. Even Barclays Centre, which switched from Ticketmaster to SeatGeek in 2021, quickly reversed course less than a year into a seven-year agreement and finalized the deal to return to Ticketmaster.

Notably, the latest partnership comes on the heels of Spotify’s announcement that it has helped artists generate more than $1 billion in ticket sales by connecting fans to live events through its 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 is also not the first time SeatGeek has collaborated with a popular app. The company partnered with Snapchat in 2018, allowing users to purchase tickets directly within the social app.

Separately, Spotify’s most recent earnings call occurred last week, where the company reported more than 750 million monthly users and 290 million paid subscribers. Spotify expects these numbers to rise to 759 million users and 293 million paid subscribers in the current quarter, highlighting its continued focus on profitability.