Could Spotify's in-app “Live Events” feature be the future of discovering live music?
Spotify's in-app “Live Events” feature is enhancing the way fans discover live music.
For users not familiar with Spotify’s “Live Events” feature - simply head to the search bar (in app), type in “Live Events”, click on the link, and discover a feed that is personalized to the users liked tracks, saved artists & music listening history. The page showcases upcoming concerts and events near the listener for easy discovery and navigation.
The feature allows users to explore events, find ticket information, and receive notifications surrounding upcoming shows featuring their favorite artists. Discovering shows has never been easier than now through Spotify’s feature. Nonetheless, this is happening on the world’s leading music platform - where listeners spend nearly 10% of their day alone listening to music.
What’s the differentiating factor here from discovering live music on Spotify?
Personalized Recommendations: Fans receive event suggestions aligned with their music tastes.
Ticketing: Ticketing agencies have a competitive advantage here when selling tickets. Ticketers can prioritize their name when selling tickets as Spotify integrates ticket links that streamline the process of purchasing and shopping for tickets. Spotify partners with major ticketing platforms like Ticketmaster, DICE, Vivid Seats, & AXS allowing users to purchase tickets directly through the app.
Timely Notifications: Users are alerted when artists they follow announce nearby shows.
Targeted Promotion: Artists can list events in cities where they have a strong listener base, optimizing attendance.
Data-Driven Insights: Spotify provides analytics on audience demographics and engagement, aiding in tour planning.
What’s the differentiating factor here from discovering live music on Spotify?
- Monthly Engagement: The Live Events feature garners approximately 12 million clicks per month, indicating strong user interest in live event discovery within the app.
- Concert Listings: In 2022, Spotify collaborated with artists, venues, and ticketing partners to list over 840,000 concerts on the Live Events Feed, making it one of the platform's rapidly growing channels.
- User Awareness: More than 50% of Spotify listeners are unaware when their favorite artists are performing nearby. Among these, one in three expressed they would have attended the concert had they known about it
- Ticket Sales Growth: Artists have experienced a tripling in ticket sales year-over-year through Spotify's platform, highlighting the feature's effectiveness in driving concert attendance.
- User Engagement: Approximately one-third of Spotify listeners attend at least one concert annually, showcasing the platform's potential to influence live event participation.
- "Interested" Button: Users can mark events they wish to attend, creating a personalized gig calendar within the app.
- Integrated Ticketing: Spotify partners with major ticketing platforms like Ticketmaster, AXS, and Eventbrite, allowing users to purchase tickets directly through the app.
Is tailoring live events discovery for listeners the way of the future to increase ticket sales? It would appear that efforts like these truly pay off. By tapping into personalized listening habits, simplifying concert discovery, and partnering with ticketing platforms for seamless checkout, Spotify shows how leveraging customer data can drive success across multiple touchpoints in your industry.
