EventsTech
EventsTech is the software and ticketing stack powering live events, conferences, festivals, sports games and corporate gatherings. The category spans primary ticketing platforms (Ticketmaster, AXS, See Tickets, Eventbrite), secondary ticketing (StubHub, SeatGeek, Viagogo, Vivid Seats), event-management SaaS for conferences and trade shows (Cvent, Bizzabo, Hopin/RingCentral), live-stream and hybrid event platforms (Goldcast, Splash), in-person experience tech, and travel-related event aggregators (Klook, GetYourGuide). The post-pandemic live event rebound has been one of the most durable trends in consumer spend; Live Nation's antitrust case (DOJ, 2024) reshapes the regulatory backdrop for the category.
It spans primary and secondary ticketing platforms, conference and corporate event management software, hybrid and virtual event platforms, festival and concert promotion software, travel-experience and attractions platforms, ticket integrity and identity software, and venue-management and access-control tools.
Revenue comes from per-ticket service fees on primary and secondary ticketing, take rate on transactions through the platforms, SaaS subscriptions sold to corporates and event organisers, advertising and sponsorship monetisation, premium experience and hospitality margin, and data products sold to venues and rights holders.
EventsTech is part of Digital media.
$16B
Global market size
13
Public companies
Key VC investors
Key strategic buyers
How EventsTech companies monetize?
Events-tech companies monetize through per-ticket service fees, secondary ticketing take rate and event SaaS subscriptions.
Per-ticket service fees
Service and order processing fees per ticket sold. The dominant revenue line at Ticketmaster (Live Nation), AXS (AEG), See Tickets (Vivendi) and Eventbrite.
Secondary ticketing take rate
Buyer and seller fees on resale transactions. StubHub, SeatGeek, Viagogo and Vivid Seats anchor secondary; take rates run 20-30% combined buyer + seller.
Event SaaS subscriptions
Per-event or annual subscriptions for conference, trade show and corporate event software. Cvent (Blackstone-owned post-take-private in 2023), Bizzabo, Splash and Hopin/RingCentral run subscription models.
Hybrid and virtual event platforms
Software for online and hybrid events. Goldcast, ON24 (NYSE: ONTF), Webex Events (Cisco) and Brightcove Virtual Events serve specific corporate and B2B segments.
Experience and attractions take rate
Take rate on tours, attractions and experiences booked online. Klook, GetYourGuide and Viator (TripAdvisor) anchor the segment; commissions run 15-25%.
Sponsorship and data products
Sponsor sales and event-data products. Live Nation sells sponsorship and ad packages above ticketing; Cvent and Splash sell event-attendee data into corporate marketing stacks.
EventsTech valuations in May 2026
Public EventsTech comps trade at 0.9x EV/Revenue. Median revenue multiple across EventsTech M&A deals was 4.8x in the last 12 months.
0.9x
Median EV/Revenue as of May 2026 for public EventsTech companies
1.6x
Live Nation is the highest valued public EventsTech company based on EV/Revenue (excluding outliers)
4.8x
Median EV/Revenue across EventsTech M&A deals in the last 12 months
-
Median EV/Revenue across EventsTech VC rounds in the last 12 months
EventsTech market segments
Events-tech spans primary and secondary ticketing, conference and corporate event SaaS, and experiences and attractions.
Primary ticketing platforms
Sale and distribution of tickets to live events. Ticketmaster (NYSE: LYV) is the global scale leader; AXS (AEG), See Tickets (Vivendi), Eventbrite (NYSE: EB) and DICE compete in different segments.
Secondary ticketing
Resale of tickets between fans. StubHub (private; spun out of eBay, repurchased by Viagogo founders in 2020), SeatGeek, Viagogo and Vivid Seats (NASDAQ: SEAT) anchor secondary.
Conference and corporate event SaaS
Event-management software for B2B conferences, trade shows and customer events. Cvent (Blackstone) is the scale leader; Bizzabo, Splash and Hopin compete; the category re-rated after the 2020-2021 boom and bust.
Hybrid and virtual event platforms
Software for online and hybrid events. Goldcast (B2B webinars), ON24 (NYSE: ONTF), Webex Events (Cisco) and Brightcove Virtual Events serve specific corporate and B2B segments.
Festival and concert promotion
Software powering concert promotion, festival management and tour ticketing. Live Nation runs the integrated promotion-ticketing-venue stack; AEG Presents, MJR Group and SJM anchor regional alternatives.
Experiences and attractions
Online booking for tours, attractions and travel experiences. Klook (private, SoftBank-backed), GetYourGuide (KKR, SoftBank), Viator (TripAdvisor) and Headout serve the category.
Ticket integrity and identity
Anti-fraud, identity and access control for tickets. SafeTix (Ticketmaster), Yoti and ID.me sit at the identity layer; Aventus and SecuTix focus on blockchain-based ticketing rails.
Venue management and access
Software for venue operations, ticket scanning and access control. WaitTime, SeatGeek Enterprise, Tixr and Lyte serve the venue-facing side; access-control hardware runs through ParkHub and Skidata.
Fractional CFO, financial modelling and deal advice for EventsTech companies
See how Flow helps EventsTech founders.
We speak founders' language and have great operational understanding of EventsTech businesses.
Book an intro call - we'll look under the hood and recommend concrete next steps.
Fractional CFO
For founders who want to improve their FP&A functions, build an investor-ready financial model, and prepare for the next VC round.
Capital raising
For bootstrapped and already-VC-backed entrepreneurs who are looking to raise late stage venture or growth capital.
M&A
For category-leading technology companies who are exploring exit alternatives with either financial or strategic acquirers.
Key EventsTech KPIs to track
Tickets sold, GMV, take rate per ticket and enterprise ARR are the metrics investors track in events-tech.
| KPI | Definition |
|---|---|
| Tickets sold and GMV | Tickets sold and total gross merchandise volume through the platform. Live Nation discloses tickets-sold disclosure quarterly; the headline scale metric across primary and secondary. |
| Take rate / service fee per ticket | Buyer-plus-seller fees per ticket as a percentage of face value. Live Nation runs a blended take rate near 20%; secondary platforms run higher. |
| AOP (annual operating planning) and ARR | Cvent, Bizzabo and ON24 run on enterprise SaaS ARR; the metric anchors the visibility narrative versus the more cyclical promotion businesses. |
| Customer retention and renewal | Annual renewal rates on enterprise event SaaS. Cvent and ON24 historically run 90%+ logo retention on enterprise; transactional and virtual-events vendors run lower. |
| Events on platform | Number of events hosted and ticketed per period. Eventbrite discloses paid creator and paid ticket count; experience platforms (GetYourGuide, Klook) disclose bookings. |
| Sell-through rate | Share of inventory sold at primary or secondary. Distinguishes high-demand events (sports, top tours) from lower-demand inventory; the operational benchmark for promoters. |
| Take rate on experiences | Commission on tours and attractions booked. Klook, GetYourGuide and Viator run 15-25% commissions; competitive on best-seller experiences. |
| Revenue per attendee | Total revenue per attendee at corporate events (ticket plus sponsorship plus food and beverage). The standard read on event quality for corporate organisers. |
Main EventsTech players globally
The most active events-tech companies and category leaders globally.
| Company | HQ | Overview |
|---|---|---|
Live Nation (Ticketmaster) livenationentertainment.com |  Beverly Hills | Largest live entertainment company globally (NYSE: LYV). Ticketmaster anchors primary ticketing; Live Nation Concerts runs the global tour-promotion business; ongoing DOJ antitrust case filed in 2024. |
AXS (AEG Worldwide) axs.com | Los Angeles | Primary ticketing platform owned by AEG. Anchor ticketing partner for AEG-promoted tours and AEG-owned venues (The O2, Crypto.com Arena); Phil Anschutz controls AEG. |
Eventbrite eventbrite.com | San Francisco | Mid-market and SMB event ticketing (NYSE: EB). Self-service platform for music, conferences, classes and community events; competes with DICE in music and Cvent in B2B. |
StubHub stubhub.com | New York | Secondary ticketing platform. Private; repurchased by Viagogo founders in 2020 ($4B); rumoured IPO filed and delayed through 2024-2025. |
SeatGeek seatgeek.com | New York | Primary and secondary ticketing platform. Private; backed by Accel, Founders Fund and TCV; primary deals with Manchester City, Dallas Cowboys and major MLS clubs. |
Cvent cvent.com | Tysons | Enterprise event management software. Owned by Blackstone (took private in 2023 for $4.6B); covered separately in our professional services software subsector. |
See Tickets (Vivendi) seetickets.com |  Nottingham | International ticketing platform owned by Vivendi (PAR: VIV). Strong in UK festivals, European music and US independent tours; part of Vivendi's broader entertainment portfolio. |
Klook klook.com |  Hong Kong | Tours, attractions and experiences platform. Private; backed by SoftBank Vision Fund and Sequoia Capital China; strong APAC positioning and growing in EMEA. |
GetYourGuide getyourguide.com |  Berlin | Tours and attractions platform. Private; backed by KKR, SoftBank and Searchlight Capital; $194M Series F in 2022 at $2B valuation; strong European positioning. |
Bizzabo bizzabo.com | New York | Event management software for in-person, virtual and hybrid events. Private; backed by Insight Partners; competitor to Cvent in mid-market B2B events. |
Looking for a fractional CFO?
Senior fractional CFO services for founders who need finance built right, without a full-time hire.
Key EventsTech market trends
The DOJ antitrust case against Live Nation, the live event boom and the Cvent take-private are reshaping events-tech right now.
DOJ antitrust case against Live Nation
DOJ and 30 state attorneys general filed suit in May 2024 seeking to break up Live Nation-Ticketmaster. Trial scheduled for 2026; the case reshapes the long-term regulatory backdrop for primary ticketing.
Live event boom continues
Live Nation set successive all-time revenue records 2022-2024; Taylor Swift Eras Tour grossed over $2B; Coldplay Music of the Spheres tour crossed $1B. Premium pricing power has returned to top-tier artists.
Virtual events reset
Hopin sold its events business to RingCentral (2023) after a $7.7B valuation peak in 2021. ON24 and Cvent's virtual product re-rated lower; corporate buyers have shifted toward hybrid as the structural format.
Cvent take-private and platform consolidation
Blackstone took Cvent private in 2023 for $4.6B; the deal anchors the platform-consolidation narrative across enterprise event SaaS. Bizzabo and Splash continue to compete in mid-market.
Experiences platforms scaling
Klook crossed $3B GMV in 2024; GetYourGuide passed pre-pandemic GMV in 2023 and continues to grow double-digits. The 'experiences' category has become the fastest-growing line in online travel.
Ticket integrity, AI bots and dynamic pricing
AI scalping bots reshaped front-end demand at major tour onsales; Ticketmaster's dynamic pricing on Bruce Springsteen and Taylor Swift triggered consumer pushback. Regulatory pressure on resale and pricing transparency increased through 2024-2025.
Similar verticals to EventsTech
Explore niches like streaming, learning platforms, music and SportsTech.
Explore other sectors
We know tech inside & out.
We live and breath tech - true understanding of how startups operate is fundamental at what we do.
Recent insights across EventsTech and beyond
Talk to us
Schedule a call to get a health check on your business and see how we could help.
Fractional CFO
- Fractional CFO for Software
- Fractional CFO for AI & ML
- Fractional CFO for Fintech
- Fractional CFO for Consumer internet
- Fractional CFO for Digital media
- Fractional CFO for E-commerce & marketplaces
- Fractional CFO for Consumer products
- Fractional CFO for Mobility
- Fractional CFO for Digital health
- Fractional CFO for Industrial technology
- Fractional CFO for Digital infrastructure
- Fractional CFO for IT services
Stages
Countries
- UK Fractional CFO
- Ireland Fractional CFO
- France Fractional CFO
- Germany Fractional CFO
- Spain Fractional CFO
- Portugal Fractional CFO
- Italy Fractional CFO
- Netherlands Fractional CFO
- Belgium Fractional CFO
- Switzerland Fractional CFO
- Austria Fractional CFO
- Denmark Fractional CFO
- Sweden Fractional CFO
- Norway Fractional CFO
- Finland Fractional CFO
- Poland Fractional CFO
- Estonia Fractional CFO
- US Fractional CFO
- Canada Fractional CFO
- Mexico Fractional CFO
- Brazil Fractional CFO
- UAE Fractional CFO
- Australia Fractional CFO
Cities
- London Fractional CFO
- Dublin Fractional CFO
- Paris Fractional CFO
- Berlin Fractional CFO
- Madrid Fractional CFO
- Lisbon Fractional CFO
- Milan Fractional CFO
- Amsterdam Fractional CFO
- Brussels Fractional CFO
- Zurich Fractional CFO
- Vienna Fractional CFO
- Copenhagen Fractional CFO
- Stockholm Fractional CFO
- Oslo Fractional CFO
- Helsinki Fractional CFO
- Warsaw Fractional CFO
- Tallinn Fractional CFO
- New York Fractional CFO
- Toronto Fractional CFO
- Mexico City Fractional CFO
- São Paulo Fractional CFO
- Dubai Fractional CFO
- Sydney Fractional CFO