The Demand Curve
Three and a half million fans crashed Ticketmaster for Taylor Swifts Eras Tour. The price the chaos kept hidden.
In November 2022, Ticketmaster opened the verified fan presale for Taylor Swift's eras tour. The site collapsed within minutes. 3.5 million fans had registered. Ticketmaster's servers had never seen a load like it. The presale ended in chaos. The general public sale was cancelled outright. The economics of what happened are worth slowing down on. At a face value of $49 for the cheapest seats, demand was effectively unlimited. At $199, demand was still vastly higher than supply. At $449 for premium floor seats, demand was still vastly higher than supply. Resale platforms watched the same eras tour seats list at $3,000, then $5,000, then $10,000. People were still buying. Across the full run of 149 shows in 51 cities, the tour grossed $2.
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