TodayTix Group
TodayTix Group operates a global two-sided marketplace connecting 20,000+ theatres, producers, and cultural institutions with more than 20 million culture buyers across 80+ cities in North America, the UK, and Australia via a portfolio of ticketing brands.
- Company typePrivate
- Founded2013
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What TodayTix Group does
TodayTix Group operates a global two-sided marketplace for cultural experiences, connecting more than 20,000 theatres, producers, and cultural institutions with an audience of over 20 million culture buyers across 80+ cities in North America, the United Kingdom, and Australia. The company is structured as a portfolio of integrated brands: TodayTix (flagship mobile app with sub-30-second checkout), Goldstar (live events discovery and ticketing), Secret Cinema (immersive entertainment), Show-Score (fan and critic review platform with 300,000+ users), London Theatre (UK ticketing resource), and Encore Tickets (distribution infrastructure with a 20-year history). Its proprietary centralized tech stack delivers a unified checkout across brands, real-time inventory monitoring, customizable widgets, and flexible APIs that let partners embed ticketing into their own websites and applications, complemented by a direct sales/account management team targeting enterprise producers and distributors.
The company generates revenue primarily through transaction-based commissions on ticket sales and licensing of its white-label and API infrastructure (Powered by TodayTix), operating on a pay-as-you-go model with no upfront costs to partners. Go-to-market blends API-first distribution embedded in commerce, media, lifestyle, and travel platforms with direct-to-consumer mobile apps and dedicated enterprise account management. Since its 2013 founding, the company has executed an aggressive roll-up strategy — completing four acquisitions in roughly two years, including Secret Cinema for over $100 million (2022) and Goldstar (2026) — before being acquired itself by MARI, Ari Emanuel's global events company, from private equity owner Great Hill Partners in October 2025.
TodayTix Group firmographics
Firmographics- Name
- TodayTix Group
- Legal name
- TodayTix Group
- Website
- https://www.todaytixgroup.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- TodayTix Group operates a global two-sided marketplace connecting 20,000+ theatres, producers, and cultural institutions with more than 20 million culture buyers across 80+ cities in North America, the UK, and Australia via a portfolio of ticketing brands.
- Ownership category
- akta.pro rank
TodayTix Group industry classification
Industry- Product category
- Live Entertainment Ticketing
- NAICS
- Amusement Parks and Arcades (7131), Other Performing Arts Companies (71119), Convention and Trade Show Organizers (561920)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Allied To Motion Picture Distribution (7829)
- akta.pro primary industry
- Live Event Ticketing (Concerts, Festivals, Comedy) (HSACALAA)
- akta.pro secondary industries
- Touring & Production Services (Staging, Lighting, Sound, Video) (MPAIAFAF), Exhibitions, Trade Shows & Booth Management (HSACADAH), Trade Show & Exhibition Marketing (Booth Design/Build) (MPAAAGAC)
Keywords
Where TodayTix Group is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
TodayTix Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Ticket Sales Commission: TodayTix Group generates revenue through transaction fees on ticket sales, acting as a two-sided marketplace connecting audiences with theatres and cultural institutions. The company takes a commission on tickets sold through its platform.
- White Label and API Licensing: Revenue from providing white-label solutions, customizable widgets, and API access to distributor and producer partners, enabling them to sell tickets through their own platforms.
- Production Partnership Services: Partnership with producers to fill seats through 360-degree promotion services, with over 4-to-1 average return on all-in spend, generating revenue from successful show outcomes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | B2B partner pricing - negotiated per partnership |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
TodayTix Group product offering
Product offeringCore offering
TodayTix Group operates a two-sided global marketplace that connects 20,000+ international theatres, producers, and cultural institutions with a global audience of over 20 million culture buyers. The company sells tickets to theatrical performances, immersive entertainment, attractions, concerts, and live events through consumer-facing apps and websites (TodayTix, Goldstar, London Theatre) while also offering white-label solutions, APIs, and widgets to B2B distributors and producers. Revenue is generated through commissions on ticket sales and licensing of the proprietary ticketing technology stack.
Product overview
TodayTix Group is a global e-commerce leader for cultural experiences operating a portfolio-based platform model. The company connects a global audience of over 20 million with inventory spanning theatre, immersive entertainment, and live events through multiple integrated brands. The core offering includes TodayTix (flagship ticketing platform with sub-30-second checkout), Powered by TodayTix (white-label API and widget solutions), Goldstar (live events discovery and ticketing acquired in 2026), Secret Cinema (immersive theatrical experiences), Show-Score (fan and critic review platform), London Theatre (UK ticketing resource), and Encore Tickets (distribution infrastructure with a 20-year history). The platform enables two-sided marketplace transactions between 20,000+ international theatres, producers, and cultural institutions and culturally curious consumers across 80+ cities.
Differentiator
Problem solved
Functional benefit
Brands
- TodayTix: The leading consumer-facing mobile and web application for purchasing theatre tickets with a 30-second checkout experience.
- Goldstar
- Secret Cinema
- Show-Score
- London Theatre
- Powered by TodayTix
Products and services
- TodayTix Flagship consumer-facing mobile and web application for purchasing theatre tickets, featuring industry-leading checkout times under 30 seconds, connecting audiences directly with cultural experiences across multiple cities.
- Powered by TodayTix B2B white-label technology solution offering APIs, unified checkout systems, and customizable discovery widgets that enables partners to integrate TodayTix Group's ticketing capabilities into their own platforms with no upfront implementation costs.
- Goldstar Live events discovery and ticketing platform based in Pasadena, California that expanded TodayTix Group's offerings beyond theatre into sports, concerts, and live events across North America with combined ticket sales exceeding 8 million annually.
- Secret Cinema London-based immersive entertainment company and global pioneer of immersive storytelling that turns beloved films and television shows into interactive theatrical experiences.
- Show-Score Leading fan and critic review site for Broadway and West End shows with 300,000+ devoted theatre avids providing real-time audience feedback and reviews to inform production marketing.
- London Theatre Premier resource for booking tickets and discovering information about London's vibrant theatre scene.
- Encore Tickets Distribution platform providing inventory management and distribution capabilities across North America and the United Kingdom, with a 20-year history in the ticketing industry.
Quantifiable outcome
- Over 4-to-1 average return on all-in spend for producers
- +3 more outcomes
Companies that use TodayTix Group
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
TodayTix Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
TodayTix Group partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered strategic, core and flagship.
- Lin-Manuel Miranda / 5000 Broadway ProductionsstrategicTodayTix Group is co-producing Lin-Manuel Miranda's 'Octet' film adaptation, serving as financier and executive producer alongside Miranda's 5000 Broadway Productions and Best Kept Secret Productions. This marks TodayTix Group's involvement in high-profile theatrical film adaptations following Miranda's Academy Award-nominated 'tick, tick...BOOM!'.
- GoldstarcoreTodayTix Group acquired Goldstar, a Pasadena, California-based live events discovery and ticketing platform, marking TTG's fourth acquisition in two years. The acquisition more than doubles TTG's North American audience to over 20 million, expands offerings beyond theatre into sports, concerts, and live events, and increases reach to an additional 60+ cities with combined ticket sales exceeding 8 million annually.
- Avios / British AirwaysstrategicTodayTix partnered with Avios and British Airways allowing customers to collect Avios when booking shows, musicals, and theatre tickets via TodayTix. This exclusive partnership is available to Members of The British Airways Club, driving customer loyalty and acquisition through the airline's frequent flyer program.
- Secret CinemacoreTodayTix Group acquired Secret Cinema, a London-based immersive entertainment company, for over $100 million. The acquisition supports Secret Cinema's international expansion including a U.S. tour and permanent Los Angeles location while creating long-term theatrical runs. Secret Cinema is the global pioneer of immersive storytelling, turning beloved films into jaw-dropping interactive theatrical experiences.
- Virgin Experience DayscoreVirgin Experience Days is a long-standing distributor partner that has grown its theatre proposition into a thriving category through partnership with TodayTix Group, working closely together to expand the relationship.
- ShowFilmFirstcoreShowFilmFirst provides its 1 million members with ticket deals, seamless booking experience, and extensive reporting through partnership with TodayTix Group, building customer satisfaction while maximizing ROI.
- SeatPlancoreSeatPlan has worked with TodayTix Group for 10+ years, building geographic reach and sales volumes through the relationship, now focused on helping USA theatregoers book tickets the same way as those in London.
- Holiday ExtrascoreHoliday Extras has been a partner with TodayTix Group for over a decade, benefiting from smooth outstanding experience, knowledgeable support, and best service to customers.
- DisneyflagshipDisney is one of 20,000 premium producer partners in TodayTix Group's vast network, representing major entertainment inventory across theatrical productions and attractions.
- Warner BrosflagshipWarner Bros is one of 20,000 premium producer partners in TodayTix Group's vast network, contributing to the company's expansive global cultural inventory.
- Merlin EntertainmentsflagshipMerlin Entertainments is one of 20,000 premium producer partners providing immersive attractions and experiences to TodayTix Group's global inventory.
Scale indicators12 records
Recent moves7 records
Expansion highlights5 records
TodayTix Group competitors and assessment
Company assessmentDirect peers
- StubHub: StubHub is a leading secondary ticketing marketplace owned by Viagogo. Both companies aggregate ticket inventory from primary providers and sell to end consumers with mobile-first experiences; StubHub's scale in secondary concert/sports ticketing is a competitive anchor TTG must contend with in its Goldstar-led expansion.
- Fever: Fever is a global live experiences marketplace offering immersive events, concerts, theatre, and attractions through a mobile app with curated discovery. It mirrors TTG's two-sided model connecting producers with culturally curious consumers, but leans more into curated/immersive experiences rather than traditional theatre.
- Dice: Dice is a mobile-first ticketing platform focused on live music and events, known for its anti-scalping, fan-first model. It overlaps with TTG's live event ticketing offering and competes for the same culturally engaged mobile-first audience that TTG cultivates.
- SeatGeek: SeatGeek is a mobile-first ticketing marketplace for live sports, concerts, and theatre with APIs and white-label solutions for partners. It competes directly with TTG on mobile-first UX, secondary ticketing aggregation, and B2B distribution, though SeatGeek skews more toward sports and concerts than cultural inventory.
- Eventbrite: Eventbrite is a global events marketplace and ticketing platform serving consumers and organizers across live experiences. While Eventbrite skews more toward self-serve event organizers, its consumer marketplace, mobile app, and ticketing APIs put it in direct competition with TTG's marketplace model.
- Vivid Seats: Vivid Seats is a publicly traded secondary ticketing marketplace for sports, concerts, and theatre. It competes with TTG's ticketing marketplace on consumer-facing inventory aggregation, mobile checkout, and partner distribution deals across live entertainment verticals.
Emerging players
- AudienceView: AudienceView is a ticketing, CRM, and digital marketing platform for live entertainment venues and sports organizations. It competes in adjacent layers of the live event stack that TTG also serves, with overlapping producer/distributor relationships.
- Bandsintown: Bandsintown is a live music discovery and concert ticketing platform connecting artists, venues, and fans. It overlaps with TTG's Goldstar-driven push into concerts and live events, with comparable audience-acquisition capabilities through personalised recommendations.
Broad incumbents
- Live Nation Entertainment / Ticketmaster: Live Nation Entertainment is the world's largest live entertainment company and owner of Ticketmaster, the dominant primary ticketing platform. Both TTG and Ticketmaster sell tickets to live events, but Ticketmaster controls the majority of primary venue/artist relationships while TTG operates as an aggregator/distributor/marketplace layer.
- Tessitura Network: Tessitura provides enterprise ticketing and CRM software to performing arts organizations (Broadway, West End, opera, symphony). It powers the back-end ticketing infrastructure that TTG integrates with via APIs, making it both a partner and an incumbent whose installed base limits TTG's access to first-party ticketing economics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
TodayTix Group social profiles
Digital presenceTodayTix Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
TodayTix Group leadership team
Management profileNumber of profiles
Profiles9 records
TodayTix Group subsidiaries and ownership
Company hierarchySubsidiaries5 records
TodayTix Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TodayTix Group M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TodayTix Group
What does TodayTix Group do?
TodayTix Group operates a two-sided global marketplace that connects 20,000+ international theatres, producers, and cultural institutions with a global audience of over 20 million culture buyers. The company sells tickets to theatrical performances, immersive entertainment, attractions, concerts, and live events through consumer-facing apps and websites (TodayTix, Goldstar, London Theatre) while also offering white-label solutions, APIs, and widgets to B2B distributors and producers. Revenue is generated through commissions on ticket sales and licensing of the proprietary ticketing technology stack.
Is TodayTix Group a public or private company?
TodayTix Group is a private company. It is classified as corporate owned and is currently operating.
When was TodayTix Group founded?
TodayTix Group was founded in 2013. It employs 101 to 250 people.
Where is TodayTix Group based?
TodayTix Group is headquartered in New York, United States, in the North America region.
How does TodayTix Group make money?
Three revenue lines are on record. Ticket Sales Commission is the primary driver. The others are white Label and API Licensing and production Partnership Services.
Who are TodayTix Group's main competitors?
Direct peers on record are StubHub, Fever, Dice, SeatGeek, Eventbrite and Vivid Seats. Emerging players are AudienceView and Bandsintown. Broad incumbents are Live Nation Entertainment / Ticketmaster and Tessitura Network.
Does TodayTix Group have an API?
Yes. TodayTix Group offers a flexible API that provides seamless access to their network of 20,000 international producers on a single platform. The API enables partners to manage their own inventory and pricing, create bookings with instant confirmation, and share real-time ticket information and availability. They also offer a unified checkout system across their entire portfolio of brands, as well as customizable discovery widgets and white label templates for integration with partner websites and applications. Developer documentation is at developers.todaytixgroup.com.
What industry is TodayTix Group in?
TodayTix Group's product category is Live Entertainment Ticketing. Its primary akta.pro industry code is HSACALAA, Live Event Ticketing (Concerts, Festivals, Comedy), with a secondary code of MPAIAFAF, Touring & Production Services (Staging, Lighting, Sound, Video). Its NAICS code is 7131 and its SIC code is 7900.