What Viagogo does

Viagogo (legal entity: viagogo Entertainment Inc.) operates the world's largest online secondary marketplace for live event tickets, serving individual consumers who buy and resell tickets to sports, concerts, theater, and festivals across more than 200 countries. The platform, accessible via viagogo.com and native iOS/Android apps, supports 33+ languages and 48 currencies with a 100% order guarantee and 24/7 multilingual support; it carries 125M+ registered users. Viagogo generates revenue primarily through transaction fees on secondary market sales, where ticket prices are determined by seller-set prices and market demand and may run above or below face value. Beyond the consumer marketplace, Viagogo has built an Open Distribution platform — an airline-style multi-channel distribution layer enabling rights holders (sports teams, leagues, promoters, venues) to list and sell inventory directly on Viagogo's marketplace alongside primary ticketing partners, retaining pricing control and 100% of ticket revenue while Viagogo earns from additional transaction charges. The AI-powered Distribution Manager tool, launched in March 2026, allows partnered sports properties to onboard without API integration and leverages historical pricing and demand data for pricing optimization.

The business model has evolved from a pure consumer marketplace into a two-sided B2B2C platform: Viagogo monetizes consumer transactions at the fan layer and earns incremental transaction revenue plus partner-side tooling at the rights-holder layer. Distribution is delivered through the company's own storefronts (website and mobile apps), an Open Distribution partner portal, and a Booking.com travel integration launched in December 2025 that monetizes the gig-tripping trend via referral fees. Technology integrations with TicketSocket and vivenu extend Viagogo's reach through enterprise ticketing platforms. Viagogo previously owned StubHub outright following its $4.05 billion February 2020 acquisition from eBay; StubHub was spun off via a September 2025 NYSE IPO at a $8.6B valuation, leaving Viagogo to focus on international markets under its own brand while continuing joint Open Distribution partnerships through which it and StubHub together access 125M+ users. Viagogo remains a privately held company led by founder and CEO Eric Baker.

Name

Viagogo

Legal name

viagogo Entertainment Inc.

Website

https://viagogo.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

251–500 employees

Short description

Viagogo operates the world's largest online secondary ticket marketplace, serving individual fans in 200+ countries alongside an Open Distribution platform that enables sports teams, leagues, and entertainment rights holders to list primary inventory directly to Viagogo's 125M+ registered users.

Ownership category

akta.pro rank

Product category

Secondary Ticket Marketplace

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Secondary Ticket Marketplaces (Resale/Exchange) (MPAGAJAB)

akta.pro secondary industry

Ticketing Platforms & Primary Ticketing (MPAIAFAD)

Keywords

• Secondary ticket marketplace
• Live event tickets
• Concert ticket resale
• Sports ticket resale
• Open distribution ticketing

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Secondary Ticket Transaction Fees: Marketplace commission on ticket sales. Viagogo charges fees on transactions where tickets are bought and sold between fans on the platform. Resale ticket prices may be above or below face value.
2. Open Distribution Revenue: Income from the open distribution model where rights holders list tickets directly, with Viagogo earning through additional charges on transactions rather than upfront fees.
3. Travel Integration Referral Fees: Partnership with Booking.com generates referral income when users book hotels, flights, rental cars, and attractions through the platform integration for gig-tripping.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Viagogo operates the world's largest online secondary ticket marketplace, enabling individual fans to buy and resell tickets to live events including concerts, sports, and theater. The platform aggregates ticket inventory from third-party sellers, backed by a 100% order guarantee, 24/7 multilingual support, and multiple payment options. Beyond peer-to-peer resale, Viagogo offers an enterprise Open Distribution channel that allows sports properties, teams, and entertainment rights holders to list tickets directly on the marketplace alongside peer-to-peer listings.

Product overview

Viagogo operates as the world's largest secondary ticket marketplace for live events, comprising the core Viagogo Marketplace platform, the Open Distribution platform for rights holders, and an AI-powered Distribution Manager tool. The company also owns StubHub (operating as Viagogo internationally). The ecosystem includes a mobile app with Spotify integration and partnerships with Booking.com for integrated travel bookings. The platform serves fans in 200+ countries with 24/7 multilingual support and a 100% order guarantee.

Differentiator

Problem solved

Functional benefit

Products and services

• Viagogo Marketplace World's largest online secondary marketplace for buying and reselling tickets to live events including concerts, sports, and theater. Connects ticket sellers with buyers across a global network of 125 million+ registered users in 200+ countries.
• Open Distribution An airline-style multi-channel distribution platform enabling artists, teams, venues, and rights holders to list and sell tickets directly through viagogo and StubHub's global marketplace of 125 million+ registered users across 200+ countries. Rights holders retain pricing control and 100% of ticket revenue with zero seller-side fees.
• Viagogo Mobile App Native mobile applications for iOS and Android enabling users to discover events, purchase and sell tickets, and manage their orders on the go. Features Spotify integration for personalized event discovery.

Quantifiable outcome

• 84% year-over-year increase in open distribution ticket sales
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability2 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered flagship and core.

• ULTRA EuropeflagshipStrategic or Co-development Partner · 24 March 2026Open Distribution partnership where viagogo serves as the Official International Distribution Partner outside North America for the electronic music festival held in Split, Croatia. StubHub serves as the Official Distribution Partner for North America. Partnership aims to expand access for the festival's growing international fan base of over 160,000 annual attendees.
• StubHubflagshipStrategic or Co-development Partner · 24 March 2026StubHub and viagogo operate under the same parent company (Viagogo Holdings) following Viagogo's acquisition of StubHub from eBay in 2020. StubHub serves as North America brand while viagogo serves international markets. Joint Open Distribution partnerships enable event organizers to access combined network of 125+ million fans across 200+ countries.
• Booking.comflagshipGTM or Marketing Partner · 3 December 2025Industry-first collaboration enabling fans purchasing event tickets to also book hotels, flights, rental cars, and attractions through Booking.com. Targets growing gig-tripping trend with data showing 27% more UK fans traveled to international events in 2025. Integration launched on viagogo's UK website and app with additional markets planned.
• Manchester CityflagshipStrategic or Co-development PartnerMulti-year open distribution partnership leveraging Viagogo's global customer base and data capabilities to drive matchday attendance and revenue for the club and Women's Super League.
• Major League BaseballcoreStrategic or Co-development PartnerOpen distribution partnership for ticket sales. StubHub already sells tickets for nine of 32 MLB teams through existing arrangements.
• Alpine F1 TeamcoreStrategic or Co-development PartnerOpen distribution partnership for Formula 1 team ticket sales through Viagogo's international marketplace.
• New York YankeescoreStrategic or Co-development PartnerOpen distribution partnership enabling the baseball team to list tickets directly on Viagogo and StubHub marketplaces alongside existing primary ticketing partners.
• Sevilla FCcoreStrategic or Co-development PartnerOpen distribution partnership for Spanish football club ticket sales through international marketplace.
• ATG EntertainmentcoreStrategic or Co-development PartnerBroadway entertainment company with shows including Hamilton and Book of Mormon using open distribution model for ticket sales.

Scale indicators11 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• StubHub: Former Viagogo subsidiary and the leading North American secondary ticket marketplace, now publicly traded (NYSE: STUB). Operates the same business model as Viagogo in different geographies, with overlapping technology and joint Open Distribution partnerships.
• Vivid Seats: US-listed secondary ticket marketplace for concerts, sports, and theater. Competes directly with Viagogo/StubHub in the same product category with similar take-rate economics and consumer base.
• SeatGeek: Ticketing platform serving both primary and secondary markets for sports, concerts, and theater. Directly comparable business model with marketplace-style inventory aggregation and mobile-first consumer experience.
• TickPick: Secondary ticket marketplace with no-fee pricing model. Competes in the same secondary resale category as Viagogo, particularly in the US sports and concert segments.
• Gametime: Mobile-first last-minute ticket marketplace for sports, concerts, and theater. Overlaps with Viagogo's mobile-focused discovery and transaction experience.

Broad incumbents

• Ticketmaster (Live Nation Entertainment): Dominant primary ticketing platform and a strategic counterparty to Viagogo's Open Distribution push. Operates broadly in ticketing infrastructure and competes with Viagogo for rights-holder relationships, though it is the entrenched incumbent in primary distribution.
• AXS (AEG): Primary ticketing platform owned by AEG, integrated with venue operations and artist/festival sales. Competes with Viagogo in distribution channels and rights-holder contracts.
• Eventim: European-headquartered ticketing conglomerate operating primary and resale services across European markets. Comparable to Viagogo in international ticketing footprint and live entertainment focus.

Emerging players

• Dice: Mobile-first music ticketing platform with a strong focus on live concerts and electronic music, particularly in Europe. Competes with Viagogo for concert ticket demand among younger consumers.
• Tixel: Face-value-focused ticket resale marketplace operating in Australia, UK, and Europe. Represents the regulatory- and consumer-friendly alternative model that may attract users if face-value caps spread to Viagogo's markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/viagogo
• Facebookfacebook.com/viagogo

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds6 records

Investors11 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Viagogo