Managing Director | Ticketmaster UK
“I am incredibly proud of what our teams have delivered — the biggest summer Ticketmaster has ever seen in the UK,” he said. “With 67% more events taking place this summer than in summer 2019, we scanned more than 1.5 million fans into events up and down the country. We long talked about what the appetite would be from fans upon the return of live, and it has been exhilarating to feel the full force of it. As we sit in the midst of what has already proven to be the largest onsale season to date, clearly it is demand we will see continue right the way through to the end of 2022.”
This past year, Ticketmaster UK has been diving deeper on demand-based insights to help artists make more informed decisions and ultimately better support onsales.
“We’re really excited at the potential of Ticketmaster Request, one of the various product and tooling initiatives that has already experienced fantastic results in North America with the likes of Pearl Jam, Paramore and Mumford & Sons,” Parsons said. “For fans, it’s a simple platform empowering them to conveniently order tickets as soon as the show is announced. For artists, it’s a way of putting arms around an audience while providing a level of demand insight like never before.” It can lead to additional shows being added as well, such as with English musician Four Tet, whose two shows at Alexandra Palace turned to three after pre-registered demand warranted another night at the historic London venue.
According to Parsons, the digital revolution in ticketing provides new levels of insights and an ability to reach new audiences and manage demand like never before.
“Couple that with new conversion metrics and you have a level of understanding that artist teams of 10 years ago could only dream of,” he said.