We ran a series of live polls during TPC 2025, making the most of being amongst a huge group of ticketing experts to pick their brains! We wanted to tap into the collective experience in the room to get a real sense of where ticketing teams think we’re heading, what’s top of mind, and what’s proving most challenging.
The results? A snapshot of the big questions shaping ticketing right now – from pricing and audience insight to digital transformation and shifting customer expectations.
Some findings surprised us. Others echoed what we’ve been hearing in conversations and seeing in the data. Either way, they offer a valuable glimpse into where the sector’s priorities lie – and what we all need to be thinking about as we plan for the rest of the year 👇
Audience Insights Take Centre Stage
When it comes to strategy, audience insights came out on top, and it’s no surprise. As the sector continues to face multiple pressures, from cost-of-living to funding cuts, organisations are going beyond understanding who audiences are to uncover why they book, when they engage, and what motivates them to return.
The good news? These kinds of insights have never been more accessible. Whether through built-in reporting in Ticketsolve or integrations with selector-level tools like Audience Answers, Illuminate, Indigo Share and TRG Arts' Benchmark, organisations can go far beyond the basics. These tools allow you to uncover patterns, segment groups and adapt your strategy accordingly.
And with ongoing improvements across the board (including a few exciting updates coming to Ticketsolve in 2025 – watch this space!), it's easier than ever to turn insight into action.
Discussing Digital Transformation
Following on nicely from audience insights: with more data at their fingertips, teams are ready to go beyond transactions and connect with audiences in richer, more meaningful ways.
The fact that most responders are hoping to use tech to engage audiences in new ways shows that digital transformation isn’t just about adopting new tools; it’s about finding creative, relevant ways to reach people. That might mean using insight to shape content and timing, or leveraging memberships and subscriptions to create a stronger sense of belonging.
The appetite for innovation is clearly there: the next step is matching ambition with the right systems and support!
The Challenge? It’s Everything (Almost)
A three-way tie says a lot. There’s no single standout concern, which would suggest teams are feeling the strain across multiple fronts: pricing pressures, shifting audience behaviours, and the unpredictability of late booking trends.
So while AI and automation have potential, it’s understandable they’re not yet top of mind. Right now, the focus is on solving immediate day-to-day challenges. That said, we hope that AI and automation can help lighten the load: and we’re here to support you in exploring how.
These polls show that while technology is moving fast, the sector is staying grounded in its mission: understand audiences better, meet them where they are, and keep them coming back.
