The Q1 2025 benchmarking report for UK ticket resellers has just been published. Learn how the top 8 UK ticket resellers perform across the digital space.

The latest Q1 2025 benchmarking report for UK ticket resellers has just been published.  It covers the largest 8 national Ticket resellers, including Ticketmaster, The Ticket Factory, See Tickets, Gigantic, Eventim, Viagogo, TicketSellers, and Live Nation.

The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks and missed opportunities for other ticket resellers to win brand exposure, drive online views, and generate ticket sales. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.

To see a preview and contents page of the Q1 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.

Q1 2025 WINNERS LEADERBOARD

For a glance into just 6 of the metrics we evaluated these top 8 ticket resellers on, check out our quick-look table below;

Continue reading for further detail on this quarter's best and poorest-performing UK ticket resellers, or request a copy of the report for the full review.

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What The Industry Research Report Covers

The 70+ pages of research benchmarks each retailer based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.  

Driving Optimal ROAS from Paid Media Channels

Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing.  Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.

Pay-Per-Click Marketing

Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.

For Q1 2025, the average monthly budget wastage across these UK ticket resellers was £4,926, with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £5 . This highlights how competitive the market is and how important it is to control your budgets effectively. 

There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, both See Tickets and Viagogo have the lowest monthly cost-per-click (CPC) at £2, and The Ticket Factory has the highest at £18.

The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, The Ticket Factory has the lowest estimate monthly ad spend at £329, and Ticketmaster has the highest at £143,000.

By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.

Technical Website Compliance

Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance.  For ticket resellers, having an easy-to-navigate site is essential for consumers needing to purchase tickets. Particular care should be taken of the pathways to key pages, such as upcoming events and 'my account'.

In our previous audit, TicketSellers reported 124 4xx errors. This quarter, has reduced their 4xx errors to 3 — the fewest of all brands. This data suggests that this ticket reseller has assessed and amended any broken links across their website. Currently, the brand to watch is Ticketmaster with 1,097 4xx errors.

Site Speed & Conversion Rate Performance

When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. Ticket resellers need to ensure their customers have a positive experience on their mobile site as many customers now rely on purchasing via the mobile site and apps. Plus, when popular events sell out quickly, ticket sellers don't want disappointed fans blaming their missing out on poor site performance!

In our last report, The Ticket Factory reported the slowest mobile site speed (34). This quarter, The Ticket Factory is still the brand to watch, and they’ve reduced their mobile site speed to 13. It’s important that brands take steps to increase their mobile site speed as a faster-loading website can lead to more conversions and an overall improved web experience for consumers.

Building Competitive Advantage with Domain Authority

Domain authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that is not gained through sponsored ads. Ticket resellers should be continually pushing to improve their DA by sharing great-quality content about their upcoming events and payment options.

A ‘good’ DA really comes down to how your competitors are performing, however it is generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA score for this quarter ranged between 86 and 59, with Viagogo flagging the lowest DA score of all ticket resellers. Brands should spend some time creating new opportunities to increase the quantity and quality of their backlinks to help increase their DA scores.

Organic Performance – Mobile & Desktop

A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. The cost-of-living crisis may have some kickback on to the live event industry, having an impact on ticket resellers. However, with high-profile events, such as the Taylor Swift Eras tour, still selling out rapidly, ticket sellers can still expect to see high levels of traffic for key events.

Three of the ticket resellers reported a decline in organic traffic on desktop, and 3 also reported a decline on mobile. Interestingly, it wasn’t the same companies that saw both a loss on desktop and mobile. With this in mind, all brands should ensure their website is easy to navigate and use across all devices so that they’re not missing out on valuable traffic. A great way to do this is by ensuring a responsive mobile theme.

Universal Search Opportunity

Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a site can appear for universal search results without being strong in standard rankings. Ticket resellers should be utilising all universal search features as potential customers will be interested to see how previous customers have found their experience via 'reviews', 'FAQs' and 'people also ask' results.

Ticketmaster continues to hold the top spot for the most overall Universal Search appearances (49,920) — nearly double the results of the runner up.

The Longtail Keyword Opportunity

Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand-new search terms as they enter Google’s index. Ticket resellers should consider event-specific terms in order to improve appearances for longtail, high conversion-potential tickets.

Ticketmaster remains the ticket reseller to beat, with 29,784 longtail keyword appearances for position 3 and 32,639 appearances for positions 4–10. TicketSellers remains at the bottom of the leaderboard and has seen a decrease in their longtail keyword appearances for all positions. This ticket reseller should reassess their keyword strategy and ensure they’re using phrases their audience uses throughout their website (without keyword stuffing).

Facebook Adverts

With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. For UK ticket resellers, Facebook ads are an opportunity to ensure customers see upcoming events and ticket availability.

We’ve included examples of Ticketmaster’s sponsored posts. This UK ticket reseller used the same text with different imagery across their posts, which suggests they’re testing the results.

Top Social Shares & Content

When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your retailer engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Social media is an effective tool for ticket resellers to share information about upcoming events, along with features on artists that will be engaging and entertaining for social media users.

Ticketmaster has the most Facebook Likes (378,500) and the most Instagram followers (114,200). Meanwhile, TicketSellers saw the biggest total engagement rate (24,059). Brands should monitor this metric to assess whether their social media followers are interacting with their posts (and which type of content receives the highest/lowest engagement rates.

Website Readability & Accessibility

20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, brands lose customer interest as they turn elsewhere. All the ticket resellers need to ensure their website is accessible for all customers looking purchase tickets, especially when there is such a huge range of different events to suit a range of potential ticket-buyers.

In our previous audit, Eventim reported 129 accessibility alerts and 119 contrast errors. This quarter, Eventim has increased their accessibility alerts to 137 but has reduced their contrast errors to 114 — though they’re still the brand to watch. This ticket reseller should use an accessibility checker to monitor what’s causing these alerts.

GET THE FULL 70-PAGE Q1 2025 REPORT

To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee.