Why Read This
Forrester estimates that US online secondary ticket sales will grow at a 12% CAGR over the next five years, reaching $4.5 billion by 2012. This represents an incremental 20% to the $22 billion in primary ticket sales already transacted by the US live music and sporting event industries. What is driving this growth? The Web's democratization of ticket acquisition, rising consumer comfort with purchasing tickets online, and increased competition in the online secondary ticketing marketplace. But the future of the secondary market is not necessarily a pot of gold: We expect that the line will blur between the primary and secondary markets; the face value on tickets will creep toward actual market demand; artists, promoters, and venues will favor a direct-to-consumer model; and technology advances in ticket security will increase accountability.