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ITR 2022: Mark Yovich’s global perspective

Unprecedented numbers of events, the ever-shifting technology landscape, new sales patterns, and recovery from Covid – 2022 will certainly go down as one of the landmark years in ticketing.

Throughout the International Ticketing Report we see stories of change across all markets, but let’s zoom out for a moment to consider the worldwide perspective.

In this exclusive interview, Ticketmaster president Mark Yovich takes stock…

 


ITR: Looking back at summer 2022, what’s your assessment of how business has been?
MY
: Summer 2022 will go down as one the biggest in Ticketmaster history. September alone was a record-breaker, with teams in fields, stadiums, and arenas across the Northern hemisphere scanning more than 34m tickets – the largest scan volume we’ve ever seen in the span of just one month. We always knew it was going to be big, but this summer really has blown previous years out of the water. Looking at our own house, we truly have the best people in the business – they rose to the challenge to deliver one of the most electric summers of live.

What lessons do you think Covid has taught the ticketing industry, and what does the ‘new normal’ look like to you from a global perspective?
If the pandemic taught us anything, it’s that the demand for live events endures. The demand from fans clamouring to get back into theatres, clubs, fields, and stadiums has been palpable. It’s a testament to just how important live events are in all of our lives. That act of coming together with friends, family, and other fans to experience the power of live music together is incomparable.

As for the ‘new normal’ – digital is king. We knew this long before 2020, but the pandemic certainly hastened adoption of digital ticketing. Globally, our clients are using double the amount of mobile tickets this year than they were in 2019. Ticketmaster has long been a pioneer in this space, and we continue to invest in innovation to lead the industry.

As we move ahead, it’s obvious that business is now more global than ever. Which is why we evolved ourselves into a single global team, one that is even better equipped to solve the needs of our clients and delight fans wherever they are in the world.

“If the pandemic taught us anything, it’s that the demand for live events endures”

What key themes do you think the industry will be facing in the coming 12-18 months?
Sitting back and waiting for the fan to come to us is a thing of the past. It’s all about convenience and adapting to consumer behaviour patterns. That’s why we’re bullish with our partnerships that help our clients reach potential ticket buyers in whole new ways – on the channels they use the most. This year, we partnered up with Snapchat where we have seen more than 7m event swipes already, and TikTok where we have 55m unique users already engaging with Ticketmaster content. Partnerships like these are invaluable. They further establish Ticketmaster as the place for clients to showcase their inventory and will only continue to lead to increased conversions.

What technologies do you think will be playing an important role in the near future for ticketing?
Fans are at the heart of live events. We are hyper-focused on using fan insights to evolve our marketplace experience for ticket buyers, to even better support our clients’ goals. Our teams have been hard at work evolving our marketplace experience so that it is deeply rooted in responding to fan needs.

As we look at other innovations, NFTs continue to be an exciting area of exploration. We are working in partnership with clients to extend the life of the live event experience before, after, and during the live event experience through the distribution and gamification of NFTs. I expect to see even more creativity in this space roll into 2023.

 


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International Ticketing Report 2022 out now

The latest edition of the International Ticketing Report (formerly the International Ticketing Yearbook) is out now, accessible in print, via a dedicated mini site and as a digital magazine.

Since it was first published in 2015, the ITR has been the only global guide to the live entertainment ticketing market.

The seventh instalment features in-depth profiles of the top 40+ live entertainment markets around the world, as well as insights and information from the most important companies in each market.

The Report also offers features on ticketing tech, NFTs (non-fungible tokens) and an in-depth interview with Ticketmaster president Mark Yovich.

“2022 has seen one of the busiest periods for ticketing companies ever”

“With most countries joyously greeting audiences in venues once more, 2022 has seen one of the busiest periods for ticketing companies ever,” says the Report’s editor James Drury.

“And despite the challenges this pressure brings, the sector has been responding with ingenuity. Every year there are new tech and hot topics to discuss, and as always we’re taking an in-depth look at them. In this edition, you’ll discover some of the companies that are finding creative solutions to some of the industry’s problems, while we take a special look at NFTs and what their growing popularity means for promoters and ticketers alike.”

This year’s ITR is available in print, digitally, and on the dedicated year-round mini-site. IQ subscribers can read the digital magazine here, or access the mini site here. To purchase a print copy of the report, please email [email protected].