Live event supply and demand volatility
Revenue depends on the number, popularity, and timing of events and tours.
- Scope
- Large-scale sports seasons and major concert tours
- Materiality
- high
StubHub Holdings, Inc.
StubHub Holdings, Inc. operates a global secondary ticketing marketplace for live events under the StubHub and viagogo brands. The platform connects buyers and sellers of tickets across sports, concerts, theater, festivals, comedy, and other live experiences, with operations spanning more than 200 countries and territories.
−75,5 %
−109,2 %
−1,4 %
1.04
1.03
| % | |
|---|---|
| Secondary ticket marketplace | 80% Marketplace transactions that facilitate resale of live event tickets between buyers and sellers. |
| Buyer fees and service charges | 10% Fees charged to buyers for transaction processing, platform access, and customer support. |
| Seller fees and listing services | 7% Fees and tools charged to sellers for listing, pricing, and inventory management. |
| Shipping and delivery services | 3% Revenue from shipping fees and related ticket delivery services. |
StubHub serves fans who want access to live events and sellers who need a marketplace to reach those fans and price...
- Ticket buyersprimary
Consumers buying tickets for live events because the marketplace offers inventory, convenience, and trust.
- Ticket sellersprimary
Individuals and professional sellers listing tickets to reach a broad audience and optimize pricing.
- Repeat buyerssecondary
Frequent users who purchase multiple times and support efficient customer acquisition economics.
- Content rights holdersemerging
Event owners and issuers that may list tickets directly on the platform in the future.
StubHub operates globally and states that it serves customers in over 200 countries and territories, with payments...
- •North America is served under the StubHub brand
- •International markets are served through viagogo
- •Customers span over 200 countries and territories
- •Payments are accepted in more than 45 currencies
- •Brand use is restricted in several non-U.S. jurisdictions
The company is focused on expanding its marketplace depth and liquidity by attracting more buyers, more sellers, and...
01
Attract buyers efficientlyshort-term
Buyer traffic drives marketplace liquidity and transaction volume.
02
Expand seller supplymedium-term
More inventory improves selection, pricing, and marketplace depth.
03
Enter original issuance ticketingmedium-term
Direct issuance could widen the addressable market beyond resale.
04
Enhance platform technologyshort-term
Technology supports trust, transaction completion, and global scale.
StubHub depends on the continued popularity and occurrence of live events, so cancellations, weaker touring schedules,...
Buyer and seller retention
The marketplace only works if both sides continue to use the platform.
- Scope
- Customer acquisition and repeat purchase behavior
- Materiality
- high
Brand and intellectual property restrictions
Exclusive license terms limit use of the StubHub brand and platform IP in many jurisdictions.
- Scope
- International marketing and brand consistency
- Materiality
- high
Technology and cybersecurity disruption
The platform depends on reliable systems to process, secure, and fulfill transactions.
- Scope
- Website uptime, payments, and customer data
- Materiality
- high
Competitive pressure
Alternative marketplaces compete for both inventory and buyer traffic.
- Scope
- Pricing, inventory breadth, and marketing efficiency
- Materiality
- medium
Revenue recognition for marketplace transactions
Affects reported revenue mix and comparability across event types
Refunds and future cancellation estimates
Can materially change revenue and liabilities
Promotions and incentives
Affects net revenue and customer acquisition economics
Seasonality
Impacts revenue, cash needs, and period comparability
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: 29/04/2026