2023 Belongs to Taylor Swift and Lionel Messi in Ticket Sales Dominance: An In-Depth Analysis
With StubHub's "Year of Live Experiences" report in hand, we can uncover the events that triggered the most sales on their ticketing platform. Among them, Taylor Swift's "Eras Tour" and Lionel Messi's MLS games have garnered immense popularity, making their way to the spotlight.
Women dominate the Top 10 touring artists, with artists like Swift, Beyoncé, Pink, Coldplay, U2, and Bruce Springsteen accounting for 73% of the global gross sales. This female powerhouse saw a staggering tripling of their sales on StubHub in 2022, with Swift, Beyoncé, and Pink leading the charge.
Taylor Swift's "Eras Tour" left an unforgettable mark, bringing in a mouthwatering $2.2 billion in ticket sales merely in North America. The tour's success is indicative of the massive global demand for entertainment and experiences that have a positive influence on the economy.
And it's not just North America reaping the benefits. Lionel Messi's move to MLS club Inter Miami in the summer induced a 160% increase in ticket sales craving, with StubHub data at the vanguard. Messi's arrival also sparked a 220% surge in international ticket sales. The move catapulted Inter Miami to the "beloved team" position in Major League Soccer with an 85% increase in sales compared to the second favorite team.
StubHub's report also highlights that the six best-selling MLS games were away matches for Inter Miami, while the LAFC versus Miami game became the priciest MLS game in history, with an average ticket price of approximately $800.
The demand for entertainment doesn't stop here. High-demand events like the 2023 Super Bowl 57 and the New York Liberty and Las Vegas' WNBA Finals fueled StubHub's sales, with the New York Liberty and Las Vegas match generating the most popular WNBA final on StubHub in 2017.
The increased demand for entertainment events also has a ripple effect on local communities. Concerts like Swift's led to a 31% increase in restaurant spending and a 45% rise in hotel spending in Toronto, attracting tourists and stimulating local markets.
The Factors Fueling Ticket Sales
Taylor Swift's "Eras Tour"
- Universal Fan Base: The tour's global appeal drew millions of fans, causing an influx of attendees from other countries. Surveys showed that 81% of concert-goers were women, with an average age of 23.
- Local Economic Boost: Concerts led to a surge of local spending, especially at hotels and restaurants, with Toronto restaurants and hotels seeing increased revenue during the concert dates.
- Tourist Influx: The event attracted tourists from various countries, leading to increased spending in local markets, with Vancouver experiencing a 130% increase in hotel spending from non-Canadian travelers.
Lionel Messi's MLS Games
- Global Recognition: Messi's presence in MLS elevated the league to a global stage, increasing attendance figures and boosting season ticket sales.
- Increased Valuation: Messi's arrival significantly boosted Inter Miami's valuation, making it one of the most valuable teams in MLS.
- Increased Media Coverage: Messi's games in MLS garnered substantial media attention, aiding the league's expansion and boosting interest in MLS games.
- Higher Ticket Prices: Messi's presence in MLS games led to higher ticket prices, with an average price of $125, voyaging into the $160 to $370 range for certain matches.
In conclusion, the unparalleled popularity of Taylor Swift's "Eras Tour" and Lionel Messi's MLS games contribute to the soaring demand for ticketing platforms like StubHub. The tour's massive female-dominated fan base and global appeal have resulted in increased spending at local establishments and have driven significant revenue for the respective locations. Messi's addition to MLS has catapulted the league to a global stage, boosting valuation, attendance, and media coverage, while his presence leads to exorbitant ticket prices.
