TodayTix Group

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.

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

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

• Live event ticketing
• Cultural experience marketplace
• Theatre distribution platform
• Ticketing API services
• Entertainment e-commerce

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core 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

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eleven partnerships are on record, tiered strategic, core and flagship.

• Lin-Manuel Miranda / 5000 Broadway ProductionsstrategicStrategic or Co-development Partner · 2 April 2026TodayTix 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!'.
• GoldstarcoreStrategic or Co-development Partner · 10 March 2026TodayTix 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 AirwaysstrategicGTM or Marketing Partner · 1 January 2023TodayTix 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 CinemacoreStrategic or Co-development Partner · 22 September 2022TodayTix 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 DayscoreChannel Partner/ Reseller/ DistributorVirgin 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.
• ShowFilmFirstcoreChannel Partner/ Reseller/ DistributorShowFilmFirst 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.
• SeatPlancoreChannel Partner/ Reseller/ DistributorSeatPlan 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 ExtrascoreChannel Partner/ Reseller/ DistributorHoliday Extras has been a partner with TodayTix Group for over a decade, benefiting from smooth outstanding experience, knowledgeable support, and best service to customers.
• DisneyflagshipChannel Partner/ Reseller/ DistributorDisney is one of 20,000 premium producer partners in TodayTix Group's vast network, representing major entertainment inventory across theatrical productions and attractions.
• Warner BrosflagshipChannel Partner/ Reseller/ DistributorWarner 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 EntertainmentsflagshipChannel Partner/ Reseller/ DistributorMerlin 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

Direct 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

• LinkedInlinkedin.com/company/todaytixgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about TodayTix Group