SeatGeek Brings Primary Ticketing to Spotify's Concert Discovery Platform
ENTERTAINMENT
Partnership strengthens SeatGeek’s position as a comprehensive live events marketplace.
Streaming music and buying concert tickets have existed in parallel universes for years. You discover an artist on Spotify, then jump to a separate app to find tour dates, compare prices, and complete a purchase. SeatGeek and Spotify are collapsing that friction with a new integration that brings primary ticket inventory directly into the streaming experience.
Announced this week, the partnership marks SeatGeek's entry into Spotify's growing network of ticketing partners, which already includes Ticketmaster, AXS, and over 40 other platforms. For Spotify users in participating markets, this means they'll now see direct links to SeatGeek tickets when browsing artist profiles, exploring personalized concert feeds, or following artists whose shows are listed through SeatGeek's primary venue partners.
Primary Only, For Now
SeatGeek is known for its presence in both primary and secondary ticketing markets, but this integration focuses exclusively on primary inventory. That means tickets sold directly by venues and promoters, not resale listings. The decision reflects Spotify's broader approach to concert discovery, which has deliberately avoided the secondary market.
In a recent interview with Music Ally, Spotify's director of concert partnerships, Charlie Ostrow, explained the reasoning: "We've taken a stance that where we want to be able to provide value is for artists who have primary inventory available, and for fans who want to go." He noted that secondary ticketing carries "varying degrees of toxicity from market to market," making it a less attractive fit for the platform's concert discovery tools.
15 US Venues, Primarily Arenas
The integration currently covers 15 major US venues where SeatGeek serves as the primary ticketing provider. These are primarily professional sports arenas that double as concert venues, including AT&T Stadium in Arlington, Texas, and similar large-capacity facilities. For fans following artists who perform at these venues, SeatGeek listings will now appear alongside options from other ticketing partners already integrated into Spotify.
The integration works seamlessly within Spotify's existing concert discovery infrastructure. When users search for an artist, explore their profile, or scroll through personalized concert recommendations in their Live Events feed, they'll see upcoming shows with direct purchase links. If a show is being sold through SeatGeek at one of the participating venues, that option will appear as part of the ticket provider menu.
Why This Matters for Artists and Fans
For artists, Spotify's concert discovery tools have proven effective at converting listeners into ticket buyers. The platform has reported significant success stories, including Faye Webster's tour, where Spotify-driven discovery resulted in an additional 2,600 tickets sold. By expanding the number of ticketing partners and venues included in the system, Spotify increases the likelihood that any given show will be discoverable by the fans most likely to attend.
For fans, the value is straightforward: fewer apps, less friction, and discovery that's algorithmically tailored to their listening habits. Spotify's recommendations already surface concerts by artists users follow, but they also suggest shows by similar artists, turning passive listening into active concert discovery.
A Growing Ecosystem
Spotify has been steadily building out its concert infrastructure over the past several years. The platform partnered with Songkick in 2020, introduced a "Concerts Near You" personalized playlist in 2025, and has integrated with platforms like Bandsintown, Eventix, Skiddle, and Stager to expand its reach across different markets and venue types.
The SeatGeek partnership is the latest addition to that ecosystem, bringing another major ticketing player into the fold and expanding the number of venues where Spotify can serve as a direct path from discovery to purchase. As the platform continues to position itself as a hub for live music, not just recorded music, these integrations are becoming essential infrastructure for both the industry and fans.
For now, the SeatGeek integration is limited to 15 US venues, but the partnership opens the door for potential expansion as both companies evaluate performance and fan engagement.