Last year, TikTok launched its Ticketmaster in-stream purchase partnership in the US. Now it's taking it up a notch: the company is expanding this partnership to allow users in more regions to purchase tickets to shows inside the app.
users in more than 20 markets will now be able to buy event tickets within the app, through direct integration with Ticketmaster, enabling its in-stream purchase flow.
As TikTok describes it:

"The partnership promises to bring music fans closer to their favorite artists, as it expands in the U.S. and launches for the first time in the UK, Ireland, Australia, Germany, France, Canada, Mexico, Austria, Belgium, Czech Republic, Denmark, Finland, Italy, Netherlands, New Zealand, Norway, Poland, Switzerland, Spain and Sweden. As of now, any Certified Artist on TikTok in participating countries can utilize the Ticketmaster ticketing feature to promote live dates and connect with fans across the world.

So far, TikTok reports the partnership has been working well, with many A-list and emerging acts using the feature to drive interest in their live appearances to their growing audiences on TikTok. As in fact, it says that it's enabled more than 2.5 billion views of videos that utilize the Ticketmaster integration since it launched the product in the U.S. last August.

This is another way for TikTok to have deep roots in the music scene because the platform has already become a critical consideration for many artists who are seeking a wide fan base.

In fact, research has proven that app users are more inclined to discover and share new music content. Meanwhile, record labels are leaning into the app as a tastemaker, with some changing the names of their songs to better align with trends seen in-app.

This month, the app is also hosting its first real-life concert event as it goes to double down on its power in discovering music and as it cements its industry presence.
In this light, the addition of ticket sales makes much sense. That may also help TikTok get its initiatives for in-stream commerce going by giving users more things to buy in the app.