Microsoft Theater

What Microsoft Theater does

Microsoft Theater, operating under the legal name Peacock Theater since a 2023 rebranding, is a live entertainment venue located at 777 Chick Hearn Court within the L.A. LIVE entertainment complex in downtown Los Angeles. The venue has approximately 7,000 seats and hosts a diverse calendar of concerts, theatrical performances, award shows, televised productions, comedy acts, and corporate/private events. It is privately operated by AEG Worldwide as part of AEG's global venue management network, with naming rights held by NBCUniversal's Peacock streaming service. The theater serves two primary customer segments: live entertainment audiences (concert-goers, show attendees) and touring artists, promoters, and corporate event organizers seeking a high-capacity premium venue.

The venue's technology stack centers on the AXS Mobile ID digital ticketing system, which provides contactless entry and is integrated across the AXS e-commerce platform used for primary ticket distribution. Additional technology includes a 3D Digital Venue Map that powers a virtual venue tour for premium experience showcasing the Lexus Luxury Boxes. Distribution is hybrid: direct-to-consumer ticket sales flow through the AXS platform and on-site box office, while premium experiences (Lexus Luxury Boxes) and group bookings are sold via direct sales channels with enterprise and mid-market buyers.

The business model is multi-stream. Primary revenue comes from ticket sales transacted through AXS on a transaction-fee basis, supplemented by premium Lexus Luxury Box rentals (multi-year/perpetual-license style), corporate and private event venue hire, and sponsorship/advertising revenue from a roster of partners including American Express, Blue Shield of California, Bud Light, Crypto.com, Coca-Cola, Peacock, and Toyota. Specific pricing is not publicly disclosed.

Name

Microsoft Theater

Legal name

Peacock Theater

Website

https://microsofttheater.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Microsoft Theater (Peacock Theater) is a ~7,000-seat live entertainment venue in L.A. LIVE, Los Angeles, operated by AEG Worldwide. It hosts concerts, theatrical productions, award shows, and corporate events, selling tickets via AXS and premium experiences via Lexus Luxury Boxes.

Ownership category

akta.pro rank

Product category

Live Entertainment Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Performing Arts Companies (7111)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Concert Venue Operators (Arenas, Amphitheaters, Clubs) (MPAGAAAC)

akta.pro secondary industries

Music Venues & Venue Operators (Clubs, Theaters, Arenas) (MPAIAFAB), Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC), VIP Hospitality & Client Entertainment (Boxes, Suites, Hosted Experiences) (MPAGAHAG), Venue Food, Beverage & Hospitality Operations (Concessions, Catering, Premium Seating) (MPAGALAN)

Keywords

• Live entertainment venue
• Concert ticketing services
• Event venue rental
• Premium luxury boxes
• Theatrical event hosting

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Others

Revenue model

1. Ticket Sales: Primary revenue through AXS ticketing platform for concert and event admissions
2. Premium Venue Experiences: Revenue from Lexus Luxury Boxes premium seating rentals and VIP experiences
3. Event Venue Rental: Corporate events, private bookings, and special event venue hire services
4. Sponsorship and Advertising: Partnerships with sponsors including American Express, Blue Shield of California, Bud Light, Crypto.com, Coca-Cola, Peacock, and Toyota

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Microsoft Theater (now Peacock Theater) operates a ~7,000-seat live entertainment venue in the L.A. LIVE complex in downtown Los Angeles, hosting concerts, theatrical productions, award shows, conventions, and comedy acts. The venue sells tickets directly to consumers through the AXS platform with contactless AXS Mobile ID entry, and rents premium Lexus Luxury Boxes and the full venue for corporate events, private functions, and special presentations.

Product overview

Peacock Theater (formerly Microsoft Theater) is a single live entertainment venue operated by AEG Worldwide. The venue offers a unified experience centered on hosting live events including concerts, performances, and special presentations. The product portfolio consists of the core venue offering combined with ticketing services through AXS, premium luxury box experiences via Lexus Luxury Boxes, group ticket options, virtual venue tours with 3D digital mapping, and in-person box office services. The venue is located at L.A. LIVE in Los Angeles and primarily serves as a concert and live performance space.

Differentiator

Problem solved

Functional benefit

Products and services

• Peacock Theater Live Entertainment Venue (formerly Microsoft Theater)

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• AXScoreTechnology or IntegrationOfficial ticketing partner providing digital ticketing platform, AXS Mobile ID for contactless entry, and integrated event management system for the venue.
• American ExpressminorGTM or Marketing PartnerSponsor of the venue with cardmember benefits and Shop Small campaign promotions at the venue.
• Blue Shield of CaliforniaminorGTM or Marketing PartnerHealthcare sponsor of Peacock Theater with brand visibility and promotional presence.
• Bud LightminorGTM or Marketing PartnerBeverage sponsor with brand presence at events and venue marketing.
• Crypto.comminorGTM or Marketing PartnerCryptocurrency platform sponsor with venue branding presence.
• Coca-ColaminorGTM or Marketing PartnerBeverage sponsor with brand visibility throughout the venue.
• PeacockcoreGTM or Marketing PartnerNaming rights partner - NBCUniversal's streaming service brand now on the venue following 2024 renaming from Microsoft Theater to Peacock Theater.
• ToyotaminorGTM or Marketing PartnerAutomotive sponsor with brand presence and potential vehicle integrations.
• AEGcoreStrategic or Co-development PartnerVenue management company operating Peacock Theater as part of AEG's global entertainment venue network. Handles venue operations, bookings, and event management.

Scale indicators3 records

Direct peers

• Crypto.com Arena: Also operated by AEG Presents in downtown Los Angeles across the L.A. LIVE complex from Peacock Theater. It is a ~20,000-seat multi-purpose arena competing for the same touring acts, concerts, and award shows in the same market, with significantly larger capacity for headline productions.
• Kia Forum (formerly The Forum): An ~18,000-seat arena in Inglewood operated by AEG, positioned as a premium concert venue in the LA market. It competes head-to-head with Peacock Theater for mid-to-large touring artists and shares AEG's routing, marketing, and operational infrastructure.
• Hollywood Bowl: Iconic ~17,500-seat outdoor amphitheater in the Los Angeles area owned and operated by LA County. It competes for concert audiences in the summer season and offers a differentiated amphitheater experience versus Peacock Theater's indoor theater format.
• Greek Theatre: A ~5,900-seat outdoor amphitheater in Griffith Park, Los Angeles, also operated by AEG Presents. It is a direct competitor in the mid-sized live music segment of the LA market and shares AEG's tour routing decisions with Peacock Theater.
• YouTube Theater: A ~6,000-seat theater adjacent to SoFi Stadium in Inglewood, closely matching Peacock Theater's capacity profile. It is positioned as a competitor for premium live entertainment events, corporate bookings, and award shows in the greater Los Angeles market.
• House of Blues Anaheim: A ~1,000–2,500-capacity live music venue in Orange County operated by Live Nation. It competes in the Southern California market for live music audiences and touring acts, though at a smaller, more club-scale than Peacock Theater.

Broad incumbents

• Madison Square Garden Entertainment: Owner and operator of Madison Square Garden and other entertainment venues, plus the MSG Networks and MSG Sphere. A publicly traded broad incumbent in live entertainment venue operations and content production with comparable ticketing, premium hospitality, and sponsorship revenue models.
• Live Nation Entertainment: The world's largest live entertainment company, operating or managing many venues and promoting global concert tours. It is a broad incumbent that competes with AEG (and by extension Peacock Theater) for artist relationships, tour routing, and venue bookings.
• SoFi Stadium: A ~70,000-seat mega-stadium in Inglewood hosting concerts, NFL games, and major events. While a different scale, it is the premium destination for blockbuster touring acts in LA and pulls the most lucrative events away from smaller venues like Peacock Theater.

Regional players

• Benchmark International Arena (formerly Amalie Arena): A ~20,000-seat multi-purpose arena in Tampa, FL operated by AEG/Oak View Group. Comparable mid-to-large scale arena venue with similar concert, premium box, and sponsorship revenue models, but serves a different regional market rather than directly competing in Los Angeles.

Market position

Strengths4 records

Weaknesses4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/mstheater
• YouTubeyoutube.com/aegworldwide
• Facebookfacebook.com/MicrosoftTheater
• LinkedInlinkedin.com/company/microsofttheater
• Instagraminstagram.com/peacocktheater

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Microsoft Theater