Ticket touts are costing UK music fans an extra £145 million annually, according to a recent report by global research firm YouGov.
The survey, conducted among music fans over the age of 18, found that ‘almost half’ of gig-going fans find it difficult to identify a ticket resale platform, and that approximately one in five tickets end up on a resale platform of some sort.
O2 – which sells over a million tickets each year through its Priority customer reward platform – says of the findings: “We are tired of professional ticket touts abusing the market and stealing tickets out of fans’ hands.”
“Music fans deserve the chance to buy tickets at a price set by their favourite artist, but all too often they are forced to pay a price decided by a stranger on the internet. Consumers deserve more protection and better information about the tickets they’re paying for.”
The company also claims that it has prevented more than 50,000 suspected bots from entering its Priority platform over a six-week period.
In light of these issues, O2 has called for several steps to improve the current ticketing system: Better legislation against the sale of concert tickets for significant profits; clearer information during the sale process on ticket resale platforms, such as a pop-up notification that explains who the ticket is being bought from and the potential risks involved; and clearer identification of ticket resale platforms on search engines. Currently resale websites can buy their way to the top of search results, without having to mention their tickets are second-hand.
Gareth Griffiths, O2’s Director of Partnerships and Sponsorship, has a few tips for music fans in the meantime. They include checking the artist’s website and social media for official ticket partners and educating yourself on the risks of buying a second-hand ticket — While platforms like Viagogo may offer a full refund should you fall victim to a ticket scam, they cannot guarantee entry to the show.
Alternatively, gig-goers can turn to fan-to-fan platforms such as Twickets and Ticketmaster’s resale marketplace, where tickets can be resold for no more than the price originally paid (plus fees).
In related news, the UK government recently said it will investigate dynamic ticket pricing following mass outcry over the soaring prices of tickets to Oasis‘s reunion tour.
