In short: YouTube has now announced the start of a new partnership with live event ticket and management service provider Eventbrite, giving YouTube users a new way to gain entry into shows easily through the YouTube application. That more or less means that ongoing tours or events managed by or available through Eventbrite will be added to the blue 'Tickets' button that already exists on YouTube. The button is placed just below official videos from musicians and performing artists, uploaded by YouTube Official Artist Channels, and a click on that redirects straight to the event page from Eventbrite. From there, users can see which tickets are still available and other details as well as purchasing tickets.
Background: Prior to this partnership, the ticket purchasing feature was only associated with Ticketmaster's ticket sales platform. The Google subsidiary formed that particular partnership near the end of last year in a bid to bridge the gap between videos of live performances or music videos and the events themselves. Essentially, the goal was to provide users with an easier way to see which of their favorite or recently discovered artists were currently on tour and to make that information actionable. As with that previous deal, no financial details have been revealed here. However, YouTube's announcement does indicate that its ticketing feature now covers as much as 70-percent of ticketing in the US market. Moreover, the underlying purpose of the tool remains the same. The company says that according to research conducted by Nielsen, as many as 26-percent of Millennials and 44-percent of teens use the platform to discover new events.
Impact: The addition of Eventbrite should not only open up more events to YouTube users. Since there is often a degree of overlap in terms of ticket availability, it should also give users a bit more choice for some events – at least where tickets are available from both services. Meanwhile, Eventbrite primarily serves up US events but the company isn't stopping there with this announcement either. Although details about the expansion are slim, YouTube has said that it plans to continue adding new artists and venues across North America. Furthermore, the company has plans in the works to expand globally, bringing the ticketing functionality to more users around the world.