Open Distribution: Reshaping the Live Event Ticketing Landscape

For decades, the live event ticketing industry operated within a “walled garden” – a system where artists, teams, or venues maintained exclusive deals with a single primary ticketing platform. This model is now evolving, mirroring the advancements seen in the travel industry. Just as airlines distribute tickets through their own websites and global distribution networks like Expedia and Kayak, a new approach called “open distribution” is emerging in the world of live events. This shift promises greater transparency, increased revenue for rights holders and more options for fans.

What is Open Distribution?

Open distribution removes the barriers between primary and secondary ticket markets. It allows teams and event organizers to list official ticket inventory directly on marketplaces like Viagogo (internationally) and StubHub (in North America), alongside their existing primary ticketing partners. This is a non-exclusive model, giving rights holders control over pricing and distribution while expanding their reach to a global audience. The goal is to create a central destination for live events, offering both official and resale tickets in a trusted environment.

Solving Key Problems in the Ticketing Ecosystem

The traditional ticketing system often leads to revenue leakage and inefficiencies. Restricted primary distribution forces teams to sell ticket blocks to brokers or consolidators, who then resell them on marketplaces, capturing margins that never reach the rights holder. This also results in a loss of pricing control on the secondary market. Open distribution addresses these issues by enabling rights holders to distribute tickets directly to a wider audience, retaining control over pricing, and maximizing revenue. Viagogo and StubHub monetize through buyer service fees, rather than seller fees, further benefiting rights holders.

How Does Open Distribution Operate in Practice?

Open distribution offers flexibility with three core models:

• Consignment or Guaranteed Purchase Sales: Rights holders can distribute tickets through Viagogo and StubHub without giving up revenue or taking on operational risk.
• Dual Broadcast/API Integration: Tickets flow in real-time from the primary ticketing system directly to the marketplace, allowing simultaneous distribution across multiple platforms with full pricing and allocation control.
• Self-Serve Tool: An upcoming tool will provide users with full control to add, remove, or update inventory in real-time.

Benefits for Rights Holders

Open distribution provides several advantages for event organizers:

• Increased Revenue: Retain more revenue by reducing reliance on intermediaries.
• Expanded Reach: Access a global audience of over 125 million registered users in more than 200 countries and territories.
• Data-Driven Insights: Leverage over 20 years of pricing and demand data to optimize pricing strategies.
• Simplified Operations: Reduce operational burdens with streamlined interfaces and automation.

Does This Replace Existing Ticketing Partnerships?

No. Open distribution is designed to complement existing primary ticketing agreements, not replace them. It functions as an additional distribution channel, allowing teams to reach a broader audience without disrupting their current infrastructure. It’s a dual broadcast strategy, opening an additional pipeline to potential buyers.

How Do Fans Benefit?

Fans gain several advantages from open distribution:

• Clarity and Transparency: A single view of the market with more options and clearer information.
• Expanded Access: Greater access to tickets directly from teams or promoters.
• Competitive Pricing: Increased competition among sellers, potentially stabilizing prices and improving accessibility.
• Guaranteed Security: Every transaction is backed by a guarantee, protecting buyers.

Early Adopters and Market Trends

Adoption of open distribution has been growing rapidly. Over the past 18 months, Viagogo and StubHub have partnered with numerous organizations, including Manchester City, the New York Yankees, Alpine F1, and Broadway shows through ATG Entertainment, as well as Major League Baseball and over 100 venues. Ticket sales through these channels have increased by approximately 84% year-over-year.

The Future of Ticketing

The ticketing market is shifting away from the “walled garden” model towards a more open and competitive landscape. The trend points towards a multi-channel distribution system, similar to the airline industry, where inventory is sold across multiple platforms to maximize yield. Rights holders will increasingly use real-time data to dynamically price their assets and distribute them where demand is highest. The ultimate goal is to create a global ecosystem where fans can easily discover, compare, and securely purchase tickets to any live event, anywhere in the world.