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Women, Led by Taylor Swift, Dominate StubHub Ticket Sales in 2023

Despite economic challenges, consumers continue to invest in live entertainment, with women's sports and Lionel Messi's MLS transfer also driving significant sales.

Overview

  • StubHub's end-of-year report reveals that women, led by Taylor Swift, dominated ticket sales in 2023, with record numbers in music and women's sports.
  • Taylor Swift's Eras Tour was the biggest in StubHub's history, and along with Beyoncé, Adele, and P!nk, outsold last year's top 10 artists by more than three times.
  • Women's sports saw a significant increase in sales, with WNBA and women's soccer sales doubling, and the Women's Final Four seeing higher demand than the men's for the first time.
  • Lionel Messi's transfer to MLS team Inter Miami led to a 160% increase in league ticket sales, with international sales up 220%.
  • Despite economic challenges, consumers have remained willing to spend on live entertainment, with StubHub expecting the trend to continue into 2024.