TICKET PRICES
Event Organisers (artists, music promoters, sports clubs, theatre producers and so on) set ticket prices for their event.
Event Organisers use the ticket price they set to pay the costs of the event. This includes staff, equipment, production, and other expenses that go into making the event happen – as well as make the money they live on.
When it comes to music, most artists rely on live performances for income, as they earn little from recorded music or streaming. Touring costs have risen significantly, and ticket prices help pay everyone involved.
FAQs
Do you dynamically price tickets?
Ticketmaster does not use surge pricing or dynamic algorithms to adjust ticket prices. Ticket price ranges are set by Event Organisers and do not change during periods of high demand, such as when a queue is active.
Since tickets typically go on sale at least 3-6 months before the event, organisers may review prices leading up to the show, but any adjustments are made by the event team (not an algorithm), and most changes are to lower prices.
Do ticket prices increase during a ticket sale?
No, ticket prices do not increase during an onsale. When a price tier sells out, it’s removed from view, leaving only the remaining higher-priced options. This can sometimes be mistaken for prices increasing, but it just means the lower-priced tickets were already bought.
Why did I see tickets in the same section for sale at different prices? Isn’t this dynamic pricing?
No. It’s common for Event Organisers to price tickets at the individual seat level, which means there can be different price points even within the same section. Years ago, there might have only been four pricing tiers in an entire venue. Now, many Event Organisers use more detailed pricing tiers to more accurately reflect the market value of these seats and offer fans more options.
Different events use different pricing strategies. So, while you may see multiple prices in the same section, it’s generally a result of more precise pricing strategies, not dynamic pricing.
What is fixed tier pricing?
For some events – most commonly festivals and general admission seating – Event Organisers will use fixed tier pricing. This means tickets in the same category are sold in price tiers – with lower-priced “early bird” tickets released first, and when those sell out, higher-priced tickets will become available.