O2 Priority reveals biggest-selling tours of 2024

Dua Lipa has been given the crown for the top-selling tour of 2024 on O2’s Priority Tickets platform.

The telecoms giant declared a record-breaking year for its customer reward scheme with 1.54 million tickets sold January to November – a 12% increase on the same time period in 2023. The platform offers exclusive early access to events and venues in the UK for O2 and Virgin Media broadband customers.

Tours by Dua Lipa, Peter Kay and Lana Del Rey topped this year’s biggest-seller list, which spans pop, comedy, R&B and heavy metal.

Lipa topped the list with her 2025 Radical Optimism tour, after partnering with O2 for an exclusive pre-sale and brand new ‘Walk’ ad to celebrate – the first of its kind in six years.

The pop star is closely followed by British comedian Peter Kay, whose first tour in over a decade included a residency at The O2 arena in London and was recently expanded due to popular demand.

Lana Del Rey claimed third position on the list with her first-ever UK stadium shows for the summer of 2025, R&B star Usher came in fourth with his ten-show residency at The O2 arena in London, while Billie Eilish’s tour came in fifth place.

“There have been massive tours announced this year, ones that will go on to define an entire generation of music and entertainment,” says Gareth Griffiths, director, partnerships and sponsorship at Virgin Media O2.

“Our Priority campaign starring Dua Lipa was a huge success, selling out Wembley Stadium. With a relentless demand from O2 and Virgin Media broadband customers for access to live shows, we’re now seeing Priority Tickets smash its own sales records again this year. Our best-sellers list shows the variety of live entertainment the UK has an offer – here’s to an even bigger 2025.”

Between 1 January and 30 November 2024, O2 has offered access to tickets to shows from over 2,000 artists and performers, at more than 650 venues across the UK. It has also hosted three exclusive ‘Priority Gigs’ for customers, which saw D-Block Europe, Girls Aloud and RAYE each play their own free and intimate shows for customers at O2 venues.

In a recent interview with IQ, Griffiths discussed the company’s Priority Tickets platform, its gigs, and its quest to clean up secondary ticketing.

O2 revealed it had stopped more than 50,000 suspected bots from entering its Priority platform over a six-week period.

“We are a customer-centric brand, and if our customers have signed up to Priority to get exclusive access to tickets, then they get into a ticketing journey where there are 30,000 bots in front of them, that’s just not fair. So genuine fans are missing out and this is why we’ve been on a mission to try and sort it out.”

Read the full interview here.

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