Vivid Seats and Ticketmaster are two of the biggest players in the secondary ticket market. Both companies sell tickets to concerts, sports events, and other live entertainment. However, they operate differently when it comes to ticket sourcing.
Quick Answers
No, Vivid Seats does not buy tickets directly from Ticketmaster. Vivid Seats sources tickets from individual sellers, brokers, and season ticket holders. Ticketmaster sells primary market tickets directly from event organizers and teams.
Overview of Vivid Seats and Ticketmaster
Vivid Seats and Ticketmaster have some key differences:
- Vivid Seats is a secondary ticket marketplace – they connect buyers and sellers but do not sell the tickets themselves.
- Ticketmaster sells primary market tickets directly on behalf of event organizers, teams, and venues.
- Vivid Seats sources tickets from season ticket holders, brokers, and individual sellers. Ticketmaster acquires inventory directly from the source.
- Vivid Seats offers a marketplace with fluctuating prices based on supply and demand. Ticketmaster prices are set by the primary seller.
In essence, Vivid Seats operates a two-sided marketplace while Ticketmaster sells tickets primarily on behalf of first-hand suppliers. This key difference also impacts their ticket sourcing strategies.
How Vivid Seats Sources Tickets
As a secondary ticket marketplace, Vivid Seats obtains inventory in a few key ways:
- Individual sellers – Any person can list tickets for sale on Vivid Seats. Sellers range from season ticket holders to occasional ticket holders unable to attend an event.
- Brokers – Professional ticket brokers purchase tickets in bulk and relist them on secondary marketplaces like Vivid Seats.
- Deals with season ticket holders – Vivid Seats proactively reaches out to season ticket holders to secure bulk ticket inventory.
- Speculative buying – For high-demand events, Vivid Seats will speculatively purchase ticket inventory to resell on their marketplace.
In most cases, Vivid Seats does not buy tickets directly from primary ticket sellers like Ticketmaster. There are a few exceptions where Vivid Seats purchases primary market tickets as part of distribution deals, but these tickets will subsequently be resold on Vivid Seats’ secondary marketplace.
Benefits of Vivid Seats’ Sourcing Model
There are some key benefits to Vivid Seats’ ticket sourcing model:
- Provides a selling platform for individual ticket holders
- Offers competitive pricing through an open marketplace
- Can source high-demand tickets by working with brokers and large ticket holders
- Able to list tickets for sold out events by sourcing from existing ticket holders
How Ticketmaster Sources Tickets
As an official primary ticket provider, Ticketmaster takes a different approach to ticket inventory:
- Direct from event organizers – Ticketmaster partners with concert promoters, sports leagues, teams, and venues to sell tickets as their official primary ticketing outlet.
- Allocations from venues – Ticketmaster will get an allocation of tickets for events at major stadiums and arenas.
- Deals with season ticket holders – Like Vivid Seats, Ticketmaster also partners with season ticket holders to source premium inventory.
- Speculative buying – Ticketmaster uses its data and resources to speculate on high-demand shows where tickets are likely to sell out quickly.
In most cases, Ticketmaster obtains its inventory directly from the source rather than buying from secondary marketplaces. Sports teams, concert promoters, and venues want to capture as much revenue as possible through primary sales.
Benefits of Ticketmaster’s Sourcing Model
Ticketmaster’s ticket sourcing strategy offers other advantages, including:
- Exclusive access to primary event inventory
- Pre-negotiated bulk pricing and allocations
- First priority to put tickets on sale for high-demand events
- Efficient distribution for large venue and organizer clients
- High volume of ticket sales by being an official provider
Can You Buy Ticketmaster Tickets on Vivid Seats?
While Vivid Seats does not directly acquire inventory from Ticketmaster, it is possible to find Ticketmaster tickets resold on Vivid Seats. Here are some scenarios where this can happen:
- An individual ticket holder lists their Ticketmaster tickets for resale – If an individual purchased tickets on Ticketmaster, they can subsequently list them for resale at any secondary marketplace like Vivid Seats.
- A season ticket holder resells their seats – Season ticket holders often get their tickets directly from the team or venue through Ticketmaster. They can resell these seats on Vivid Seats.
- A broker relists Ticketmaster inventory – Brokers sometimes acquire Ticketmaster tickets and immediately list them on secondary sites at a markup.
While not directly sourced from Ticketmaster, authentic Ticketmaster-issued tickets often get listed on Vivid Seats. Buyers can find these tickets on Vivid Seats if they were obtained originally through Ticketmaster.
Comparing Ticketmaster and Vivid Seats Pricing
Ticketmaster and Vivid Seats will often show different ticket prices for the same events. Here is an overview of how their pricing models differ:
Ticketmaster | Vivid Seats |
---|---|
Primary market prices set by event organizer or venue | Secondary market prices set by supply and demand |
Standard ticket fees on every order | Disclosed all-in ticket prices with fees |
Less price fluctuation once sales start | Prices can change frequently based on market conditions |
Reflects face value of tickets | Can be below or above face value depending on demand |
Higher prices for high-demand events | High-demand events will see largest markups |
When an event first goes on sale, Ticketmaster prices are generally at or near the ticket’s face value price set by the organizer. As it gets closer to event date, prices on Vivid Seats will fluctuate based on supply and demand. Popular events will command the highest premiums on Vivid Seats.
Is it Better to Buy from Ticketmaster or Vivid Seats?
There are pros and cons to buying tickets on Ticketmaster vs. Vivid Seats:
Benefits of Ticketmaster
- Direct relationship with event organizers and venues
- Primary source for tickets when sales first open
- Official ticket provider for many major events and venues
- Newly released tickets that haven’t been available before
- Lower prices relative to secondary market when demand is low
Benefits of Vivid Seats
- Prices can reflect below face value for low-demand events
- Larger ticket selection as an aggregator of inventory
- Available inventory even when the event is sold out
- No hidden fees – all costs disclosed up front
- Can find last minute deals below market price as event approaches
If getting the lowest price is the top priority, Vivid Seats will be better for low-demand events. Ticketmaster offers primary inventory and official relationships with organizers. For high-demand events, buyers will likely pay a premium on Vivid Seats.
How to Find the Best Ticket Deals
Regardless of whether you buy from Ticketmaster or Vivid Seats, here are some tips for finding the best ticket deals:
- Be flexible on dates – Weeknight and less desirable games/shows often have much lower prices.
- Buy early – Prices tend to go up over time as inventory disappears.
- Sit in upper levels or ends – You’ll pay a premium for lower bowl and midfield/center seats.
- Avoid major rivals and promotions – Big rivalry games and promotional giveaways drive up demand.
- Don’t buy more than you need – Reselling unused tickets can help recoup costs.
Ticket buyers have been trained to expect very high prices for major concerts and playoff games. However, even popular events have affordable tickets if you are flexible and buy early. Keep your options open when looking for the best deals.
Conclusion
In summary, Vivid Seats does not directly acquire tickets from Ticketmaster to resell on their marketplace. However, authentic Ticketmaster tickets are often listed on Vivid Seats under different circumstances:
- Individual ticket holders reselling their seats
- Season ticket holders relisting seats originally issued via Ticketmaster
- Brokers acquiring and immediately relisting Ticketmaster tickets
While Vivid Seats sources inventory differently, Ticketmaster tickets can still be found on their secondary marketplace. Buyers need to compare prices carefully, as deals can be found on both Ticketmaster for lower demand events, and Vivid Seats for sold out events.