SeatGeek was announced on Wednesday a new integration with Spotify, bringing a seamless ticketing experience for Spotify users.
Now, when Spotify users browse an artist’s page or upcoming tour dates, they’ll see SeatGeek-powered ticket links for concerts at those participating venues, allowing for a streamlined purchase process.
The integration is currently available for a select group of venues where SeatGeek serves as the primary ticket seller. Specifically, it covers SeatGeek’s 15 major US partners, including State Farm Stadium in Glendale, Nissan Stadium in Nashville and AT&T Stadium in Arlington. (So even though SeatGeek is a major player in the secondary ticketing space, this integration is exclusive to venues where it acts as the primary ticketing platform.)
This is a strategic win for SeatGeek. By placing directly into the Spotify app, SeatGeek is able 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 significant strides in the space, it continues to face competition from heavyweights Ticketmaster and AXS.
These rivals hold a larger share of the ticket market, bolstered by long-term contracts with many top venues and event promoters. Of is appreciated that Ticketmaster alone serves 53 of the top 68 US arenas. Even Barclays Center, which switched from Ticketmaster to SeatGeek in 2021, the course was quickly reversed less than a year into a seven-year deal and the deal is up to return to Ticketmaster.
Notably, the latest partnership follows that of Spotify communication that has helped artists generate over $1 billion in ticket sales by connecting fans to live events through its ticketing partners. The company works with more than 45 ticketing partnersincluding Ticketmaster, AXS, Eventbrite, DICE and Bandsintown.
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Spotify previously experimented with direct ticket sales in 2022.
It’s also not the first time SeatGeek has partnered with a popular app. The company partnered with Snapchat in 2018, allowing users to buy tickets directly from within the social networking app.
Separately, Spotify’s latest earnings call took place last week, where the company reported that it had more than 750 million monthly users and 290 million paid subscribers. Spotify predicts those numbers will grow to 759 million users and 293 million paid subscribers in the current quarter, underscoring its continued focus on profitability.
