YouTube has announced a new integration with Eventbrite which will alert viewers to upcoming live shows by artists below their videos on the platform, and connect them through to a page to purchase tickets.
As explained by YouTube:
"Over 1 billion fans come to YouTube each month to connect with their favorite artists and discover new music. Starting today, fans watching videos from YouTube Official Artist Channels will see Eventbrite listings for live music performances throughout the U.S. below the video. With one easy click on the “Tickets” button, they’ll be able to purchase directly from Eventbrite."
The integration adds to YouTube's previously announced partnership with Ticketmaster, which, in combination, means that YouTube now covers more than 70% of the US ticketing market.
And there's a lot to like about the option - YouTube has more than 1.8 billion monthly active users, and as noted, a billion of those users stay up to date with new content from musicians and artists on the platform. Given this, the ticket integration presents a huge promotional opportunity, while also expanding YouTube's use case as it looks to stretch into more direct advertising opportunities.
While almost every social platform is looking to tap into eCommerce and 'buy now' options, it is interesting to see how YouTube is working to integrate such tools into its system - for example, back in June, YouTube unveiled a new 'merchandise shelf' option which enables selected creators to showcase their products below their videos.
Again, given the amount of users YouTube sees, such tools definitely have potential - YouTube is no doubt monitoring audience response to these additions to ensure they don't disrupt the viewing experience. But if they do show promise, YouTube could quickly become an ideal home for product discovery - and subsequently, an even bigger focus for digital marketers.
Concert tickets are a fairly isolated market, so this new addition won't necessarily help in a more general marketing sense. But it's more the habitual nature of the process that's of interest. If users welcome these expanded options, and they drive new behaviors, that could point to more advancements and options in future.