Features
O2 Study Highlights Confusion In The Ticket Resale Market
A study commissioned by telco giant Virgin Media O2, and conducted by market research and data analytics company YouGov, showed, that “almost two in three music fans buying secondhand concert tickets don’t realise they’re buying from another person.”
O2 sponsors some of the world’s greatest buildings to put on live shows, be it The O2, London, or the venues in Academy Music Group’s portfolio. In return, O2 customers get priority access to tickets. 1.4 million tickets were sold via O2’s Priority Tickets platform in 2023.
17% of respondents in the study said, they had purchased a ticket from a resale website in the past 12 months, but only 5% of respondents said they’d purchase a second-hand ticket from a tout outside a venue.
The study’s findings also revealed that most music fans buying tickets from a resale platform (62%) did not realize that they were buying the ticket from another person. 64% were unaware that the price they were paying was set by the individual reselling the ticket.
All of the above “highlights consumer confusion in the ticket resale market,” according to a press release from Virgin Media O2. The telco company and YouGov had previously released research indicating that the ticket resale market cost music fans an additional £145 million ($189 million) per year.
“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, adding, “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.”
To discuss the research findings, O2 held a panel discussion at The Nest, near Oxford Circus, Central London, Oct. 16, featuring Griffiths, Adam Webb (Campaign Manager, FanFair Alliance), and Sharon Hodgson (member of the UK parliament, and chair of the all-party parliamentary group for ticket abuse). The discussion examined the pain points for music fans in the ticketing sector, and the best ways forward for a fairer ticketing market for all.
Three things that are needed to combat confusion in the market that came out of the discussion: Better legislation against the sale of concert tickets for significant profits. With 63% of music fans who have attended live music events believing there should be rules in place around ticket resale according to its research, O2 supports new laws to protect fans; Clearer information during the sale process on ticket resale platforms, such as a pop-up notification, which fully explains who the ticket is being bought from and the potential risks involved; Clearer identification of ticket resale platforms on search engines. Resale websites can currently buy their way to the top of search results, without having to mention their tickets are second-hand.
Adam Webb commented, “O2’s findings demonstrate that ticket buyers continue to face real confusion when navigating this highly controversial market. As a result, many fall foul of exploitative online ticket touts. However, there is a way forward. Other countries have benefitted from legislation that either outlaws ticket resale for profit or heavily caps resale prices – while ensuring customers can easily access consumer-friendly resale services. That’s precisely what we need in the UK, providing improved transparency and protection while placing fans back at the heart of live events.”
About The YouGov Survey:
Figures included are based on a recent survey commissioned by Virgin Media O2 and conducted by YouGov. The figures from the YouGov survey have been weighted and are representative of all UK music adults aged 18-plus. Total sample size was 2044 adults. Fieldwork was undertaken between July 11-16, 2024. The survey was carried out online.
Data was weighted according to the dimensions of gender, age and geography on the basis of an ideal weighting from Statistics UK, so that the results are representative of the population in relation to the aforementioned target group.