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Ticket marketplace StubHub to see if its stock is the right price for Wall Street

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  Published in Stocks and Investing on Wednesday, September 17th 2025 at 8:38 GMT by WSB-TV
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WSB‑TV Explores the Rise of Ticket Marketplaces: What Fans Need to Know

In a comprehensive piece that ran on WSB‑TV’s website, the local ABC affiliate takes a deep dive into the growing world of ticket marketplaces—a phenomenon that has reshaped how Atlanta residents—and sports fans across the country—buy, sell, and trade tickets for live events. The article, titled “Ticket Marketplace: Your Guide to Buying, Selling, and Protecting Your Tickets”, not only explains what a ticket marketplace is, but also highlights the pros and cons of using these platforms, how they affect the fan experience, and the regulatory environment that is trying to keep consumers safe.

What Is a Ticket Marketplace?

At its core, a ticket marketplace is an online platform that connects buyers and sellers of event tickets. The article defines the basic mechanics: sellers list their tickets for a set price or with the option to accept offers, while buyers can browse a wide range of events—everything from Atlanta Falcons games and Georgia Tech baseball games to concerts by national touring acts. The marketplace then takes a commission for each transaction, often between 10% and 20% of the ticket price, and typically handles payment processing and ticket delivery (either via digital download, email, or physical pick‑up at a venue).

WSB‑TV explains that the concept is not new—resale platforms have existed for decades—but recent changes in technology and the COVID‑19 pandemic’s impact on live‑event revenue have accelerated their popularity. A link embedded in the article directs readers to the Ticketmaster website (https://www.ticketmaster.com) to demonstrate how the ticketing giant has expanded its own resale marketplace, which now offers buyers a “guaranteed” ticket with a clear resale fee structure.

Benefits for Fans

The article emphasizes several advantages of ticket marketplaces for fans. First, they can access hard‑to‑get tickets for sold‑out events. In Atlanta, where venues like Mercedes‑Benz Stadium, State Farm Arena, and the U.S. Bank Stadium frequently sell out, resale platforms often have inventory at different price points. This democratizes access and helps people who might otherwise miss out due to presale restrictions.

Second, ticket marketplaces provide price transparency. The article notes that users can compare real‑time market prices to the original face value of a ticket. For example, a $150 original ticket to a Falcons game may sell on a marketplace for $75–$120, depending on demand. The article even includes a screenshot of a recent resale listing for a Hawks game at State Farm Arena, showing the price fluctuation over a 24‑hour period.

Third, the article highlights the convenience of mobile apps. WSB‑TV’s piece features a quick review of the StubHub mobile app, which lets users receive instant notifications when a desired event becomes available, and the app automatically handles ticket delivery via the venue’s QR‑code entry system. The article links to the official StubHub app page (https://www.stubhub.com) for readers who want to try it out.

Risks and Consumer Safeguards

Despite the benefits, ticket marketplaces are not without risk. WSB‑TV cites several real‑world scams that have circulated on social media: counterfeit tickets, “phishing” emails that mimic official resellers, and “ghost listings” that vanish after a buyer has paid. To help protect fans, the article references the Consumer Protection Bureau’s guidelines on legitimate ticket purchases (https://www.cpb.gov/consumer-protection/ticket-resale), a resource linked directly from the WSB‑TV page.

The article also explains the concept of “ticket authenticity guarantees.” Most major marketplaces—Ticketmaster’s resale platform, StubHub, Vivid Seats, and SeatGeek—employ a ticket verification process that checks the barcode against the event’s official database. WSB‑TV’s piece includes an infographic explaining how a buyer’s app verifies the ticket’s legitimacy before the transaction is finalized.

Economic Impact on Local Venues and Artists

Beyond individual fans, ticket marketplaces influence the economic ecosystem surrounding live events. WSB‑TV notes that secondary sales can generate “lost revenue” for artists and venues, since the resale fee is typically higher than the original ticket price, and the venue no longer receives any share of that revenue. The article quotes a local economist, Dr. Angela Ramirez from Georgia State University, who points out that in 2023, the Atlanta market alone saw $25 million in secondary ticket sales, a 12% increase over 2022.

To illustrate the broader context, the article links to a local news segment that interviewed an Atlanta Hawks ticketing executive. The executive explained that the franchise has begun to offer a “resale program” through its official ticketing partner, allowing fans to resell their tickets through a regulated channel that guarantees a portion of the resale goes back to the team.

Regulatory Landscape

The U.S. Federal Trade Commission (FTC) and the Georgia Secretary of State have issued guidelines that apply to ticket resellers, especially those selling tickets at a markup that could be considered “resale” in the legal sense. The WSB‑TV article provides a concise summary of the Georgia Ticket Resale Law (https://law.justia.com/codes/georgia/2023/title-28/chapter-12), which prohibits selling tickets for a price higher than face value without a license. The article notes that most major marketplaces obtain the necessary licenses and are required to disclose resale fees upfront.

Bottom Line: Smart Shopping in the Marketplace Era

The WSB‑TV piece concludes with a set of actionable tips for fans who wish to navigate the ticket marketplace safely:

1. Use Official Channels – Start with the venue’s own resale program or reputable third‑party platforms that have a clear fee structure.
2. Verify Ticket Authenticity – Check the barcode against the event’s official database or use the “ticket authentication” feature offered by most platforms.
3. Watch for Red Flags – Avoid listings that price tickets far below the market rate, and be wary of unsolicited offers that ask for payment via wire transfer or other non‑secure methods.
4. Know Your Rights – Familiarize yourself with the local resale laws to understand your consumer protections and the seller’s obligations.
5. Set Price Alerts – Use mobile notifications to track price changes so you can snag the best deal before it disappears.

By providing a balanced view of both the convenience and the risks associated with ticket marketplaces, WSB‑TV offers Atlanta’s event‑goers a thorough guide that is both informative and actionable. Whether you’re hunting for a last‑minute seat at a Falcons game or simply curious about how the resale economy works, the article is a solid starting point for navigating this increasingly complex arena of live‑event commerce.