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Study Finds Confusion in Concert Ticket Resale Market
October20
A recent study conducted by O2 and YouGov has revealed that 62% of music fans purchasing concert ti
A recent study conducted by O2 and YouGov has revealed that 62% of music fans purchasing concert tickets through resale platforms are unaware that they are buying from another individual.
The survey also found that 64% of fans do not realize that the price they are paying is determined by the person reselling the ticket.
Despite only 5% of fans expressing a willingness to buy tickets from a tout outside a venue, millions are doing so through online platforms. This suggests widespread consumer confusion within the secondary ticketing market, which is estimated to be costing music fans an additional £145 million annually, according to previous data from O2.
O2, a major player in the UK ticketing market, sold 1.4 million tickets through its Priority Tickets platform in 2023.
The company is calling for improved consumer protection and clearer information for ticket buyers. O2 has long supported FanFair Alliance, a UK campaign advocating against large-scale online ticket touting, and is urging ticket resale websites to take greater responsibility in reducing confusion for consumers.
“Our research makes it very clear – professional ticket touts, who are making millions of pounds out of fans, are taking advantage of consumer confusion online,” commented Gareth Griffiths, Director, Partnerships and Sponsorship at Virgin Media O2. “It’s time for better protection and information for concertgoers everywhere. Whilst there are some resale platforms that exist to help fans and cap secondary profits, there are others who seek only to make as much money as possible out of genuine fans. We need a fairer market which prohibits predatory touting behaviour and protects fans and artists.”
O2 has proposed several measures to address the issue, including stronger legislation to regulate ticket resale profits, clearer notifications during the resale process, and better identification of resale platforms in search engine results.
FanFair Alliance’s Campaign Manager, Adam Webb, emphasized the need for action, noting that other countries have successfully introduced laws to either cap resale prices or prohibit ticket resale for profit. He advocated for similar measures in the UK to enhance transparency and consumer protection in the market.
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