Eventbrite

To bring the world together through live experiences by becoming the world's leading marketplace for shared experiences.

Eventbrite SWOT Analysis

Updated: October 4, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for Eventbrite was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The Eventbrite SWOT analysis reveals a company at a critical inflection point. Its core strengths—brand recognition, scale, and a loyal creator base—provide a solid foundation. However, persistent unprofitability, negative fee perception, and intensifying niche competition represent significant headwinds. The primary strategic imperative is to pivot from a growth-at-all-costs mindset to one of sustainable, profitable growth. This requires diversifying revenue streams through advertising and subscriptions while innovating on the core product to provide more value to creators. Successfully navigating the fee structure controversy and leveraging its data asset for superior event discovery will determine if Eventbrite can solidify its position as the indispensable platform for independent creators and achieve its ambitious mission.

Ticketmaster Universe TicketLeap Luma Meetup

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To bring the world together through live experiences by becoming the world's leading marketplace for shared experiences.

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Strengths

BRAND: High brand recognition and domain authority in self-service events.
SCALE: Processed 289M tickets via 900k+ creators in 2023, a huge base.
DATA: Rich dataset on event trends, pricing, and attendee behavior.
RETENTION: Strong 93% annual creator retention rate shows platform value.
ECOSYSTEM: Growing app marketplace and integrations like Mailchimp, Meta.

Weaknesses

PROFITABILITY: Consistent GAAP net losses despite revenue growth to $326M.
FEES: Negative perception of high consumer-facing fees hurts brand trust.
COMPETITION: Losing share in niche markets (e.g., tech events to Luma).
DEPENDENCE: Revenue is heavily tied to small creators vulnerable to economy.
INNOVATION: Pace of new, impactful feature releases lags user expectation.

Opportunities

ADS: Eventbrite Ads is a nascent, high-margin revenue stream to scale.
INTERNATIONAL: Significant growth potential in Europe and APAC markets.
SUBSCRIPTION: Creator demand for premium marketing tools (Boost) is rising.
AI: Use AI for personalized event recommendations to drive ticket sales.
PRICING: Opportunity to test flexible pricing/fee models to win creators.

Threats

RECESSION: Economic downturns directly reduce discretionary event spending.
TICKETMASTER: Dominant competitor with exclusive venue contracts and scale.
REGULATION: Growing government scrutiny on 'junk fees' could force changes.
SOCIAL: Social platforms (Meta, TikTok) investing in native event tools.
DISINTERMEDIATION: Creators using direct payment links (Stripe) to avoid fees.

Key Priorities

PROFITABILITY: Drive toward sustainable profitability via ads & subscriptions.
CREATOR: Deepen creator loyalty with better tools beyond just ticketing.
FEES: Address negative fee perception with new, flexible pricing models.
DISCOVERY: Leverage data and AI to solve event discovery for attendees.

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Eventbrite OKR

Updated: October 4, 2025 • 2025-Q4 Analysis

The Eventbrite OKR plan is a focused and potent strategic blueprint. It correctly translates the core challenges from the SWOT—profitability, creator value, and discovery—into actionable, inspiring objectives. The plan's strength lies in its balance between defending the core business ('CREATOR OBSESSION') and investing in future growth engines ('PROFIT ENGINE' and 'DISCOVERY DOMINANCE'). The key results are specific, outcome-oriented, and wisely integrate AI as a core enabler rather than a separate project. If executed with relentless focus, this OKR framework will align the organization to not only navigate current threats but also to build a more resilient and profitable future, truly owning the creator-centric event space.

Ticketmaster Universe TicketLeap Luma Meetup

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To bring the world together through live experiences by becoming the world's leading marketplace for shared experiences.

CREATOR OBSESSION

Make Eventbrite the indispensable platform for creator success.

TOOLS: Ship 3 new creator-requested features that increase paid ticket conversion rate by an average of 5%.
AI-COPILOT: Launch an AI assistant that reduces event setup time by 40% for our top 10% of creators.
RETENTION: Increase the retention rate of first-time paid creators from 60% to 70% through better onboarding.
NPS: Improve Creator Net Promoter Score (NPS) by 10 points by addressing top 3 feedback drivers.

PROFIT ENGINE

Build a diversified, sustainable, and profitable business.

ADS: Triple the quarterly revenue generated from the Eventbrite Ads platform while maintaining a 4x ROAS.
BOOST: Double the number of active subscribers for Eventbrite Boost premium marketing tools.
MARGIN: Increase Adjusted EBITDA margin by 200 basis points through operational efficiencies and cost discipline.
PRICING: Successfully pilot a new, flexible pricing tier for high-volume creators in two key markets.

DISCOVERY DOMINANCE

Become the #1 destination for discovering local experiences.

AI-REC: Increase ticket sales originating from AI-powered recommendations from 5% to 15% of total volume.
APP: Double the monthly active users (MAUs) of the Eventbrite consumer mobile app through new features.
SEO: Capture top 3 search ranking for 500 new long-tail 'things to do in [city]' keyword combinations.
REPEAT: Increase the 90-day repeat ticket purchase rate by 20% by improving personalized notifications.

TRUSTED MARKETPLACE

Solidify our brand as the most trusted platform for events.

FEES: Launch a transparent pricing page that reduces negative support tickets related to fees by 30%.
SUPPORT: Reduce average first-response time for creator support inquiries by 50% via AI-assisted tools.
FRAUD: Decrease the rate of fraudulent ticket listings by 75% through enhanced automated detection.
UPTIME: Achieve 99.99% platform uptime during peak traffic periods to ensure reliability for all users.

METRICS

Paid Ticket Volume: Grow 15% YoY
Adjusted EBITDA Margin: Achieve 10%
Creator NPS: Increase to 45

VALUES

Make it happen
Take ownership
Speak up
Win together
Care for our community

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Eventbrite Retrospective

AI-Powered Insights

Claude

Gemini

GPT

Eventbrite Q4 2023 Earnings Report & Shareholder Letter
Eventbrite Investor Relations Website (investor.eventbrite.com)
Eventbrite Official Website & 'About Us' section
G2 and Trustpilot for customer reviews
Financial data from Yahoo Finance and Seeking Alpha
Competitor analysis of Ticketmaster, Luma, and Universe

Ticketmaster Universe TicketLeap Luma Meetup

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To bring the world together through live experiences by becoming the world's leading marketplace for shared experiences.

Toggle Theme

What Went Well

REVENUE: Grew 19% YoY to $326.1M, showing strong top-line momentum.
TICKETS: Total tickets increased 13% YoY, indicating healthy platform usage.
PROFITABILITY: Achieved positive Adjusted EBITDA for the full year 2023.
CREATORS: Paid creator count grew, demonstrating value of the platform.
BOOST: Subscription and advertising revenue showed promising early growth.

Not So Well

NET-LOSS: Still reported a significant GAAP Net Loss of -$36.2M for 2023.
MARGINS: Gross margin pressure from payment processing and other costs.
GUIDANCE: Forward-looking guidance may have underwhelmed investor expectations.
STOCK: Share price has remained volatile and underperformed the broader market.
FEES: Continued public and regulatory discourse around service fee levels.

Learnings

DIVERSIFICATION: Need to accelerate revenue streams beyond ticketing fees.
EFFICIENCY: Cost discipline is crucial for achieving sustainable profitability.
VALUE: Creators will pay for tools that demonstrably drive ticket sales.
DISCOVERY: Solving event discovery is a massive, untapped growth lever.
PRICING: One-size-fits-all fee structure is becoming less competitive.

Action Items

PRODUCT: Accelerate development of Eventbrite Ads and marketing tools.
OPERATIONS: Continue optimizing headcount and operational cost structure.
MARKETING: Launch campaigns to highlight creator success stories and ROI.
PRICING: Begin experimenting with new pricing and subscription tiers.
ENGINEERING: Invest in AI/ML talent to build out discovery features.

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

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Eventbrite Market

AI-Powered Insights

Claude

Gemini

GPT

Eventbrite Q4 2023 Earnings Report & Shareholder Letter
Eventbrite Investor Relations Website (investor.eventbrite.com)
Eventbrite Official Website & 'About Us' section
G2 and Trustpilot for customer reviews
Financial data from Yahoo Finance and Seeking Alpha
Competitor analysis of Ticketmaster, Luma, and Universe

Founded: 2006
Market Share: Leading in self-service ticketing, but <5% of total live events TAM.
Customer Base: Small to mid-sized event creators, music venues, conference organizers.
Category:
Event Management Software
SIC Code: 7375 Information Retrieval Services
NAICS Code: 511210 InformationT
Location: San Francisco, California
Zip Code: 94107 San Francisco, California
Congressional District: CA-11 SAN FRANCISCO
Employees: 800

Competitors

Ticketmaster Request Analysis

Universe Request Analysis

TicketLeap Request Analysis

Luma Request Analysis

Meetup Request Analysis

Products & Services

No products or services data available

Distribution Channels

Eventbrite Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Eventbrite Q4 2023 Earnings Report & Shareholder Letter
Eventbrite Investor Relations Website (investor.eventbrite.com)
Eventbrite Official Website & 'About Us' section
G2 and Trustpilot for customer reviews
Financial data from Yahoo Finance and Seeking Alpha
Competitor analysis of Ticketmaster, Luma, and Universe

Problem

Event creation is complex & time-consuming.
Reaching the right audience is difficult.
Managing ticketing and payments is a hassle.

Solution

Self-service event creation & mgmt platform.
Global marketplace for event discovery.
Secure, integrated ticketing & payments.

Key Metrics

Paid Ticket Volume
Gross Ticket Sales (GTS)
Creator Retention Rate
Adjusted EBITDA

Unique

Focus on self-service for all creators.
15+ years of event data at global scale.
Strong brand recognition in SMB event space.

Advantage

Network effects from millions of users.
Proprietary data on event performance.
High SEO ranking for event-related search.

Channels

Direct Website & Organic Search
Mobile Apps (iOS and Android)
Social Media Integrations (Meta)
Creator word-of-mouth

Customer Segments

Frequent Event Creators (e.g., music venues)
Occasional Creators (e.g., workshops)
Event Attendees/Ticket Buyers

Costs

Payment processing fees
Platform development & hosting (AWS)
Employee salaries & marketing spend

Eventbrite Product Market Fit Analysis

Updated: October 4, 2025

Eventbrite is the global marketplace for live experiences. It empowers anyone to become an event creator by providing easy-to-use software to sell tickets, market events, and manage attendees. This simplifies operations and maximizes audience reach, allowing creators to focus on what matters: bringing people together for unforgettable experiences and growing their business.

Maximize your audience with our global marketplace & marketing tools.

Simplify your operations with our easy-to-use self-service platform.

Grow your revenue with secure ticketing and powerful analytics.

Before State

Manual, complex event ticketing setup
Limited reach for event promotion
Difficulty processing payments securely

After State

Effortless event page creation
Built-in marketing and discovery tools
Seamless, trusted ticket purchasing

Negative Impacts

Wasted time on administrative tasks
Lower event attendance and revenue
Risk of payment fraud or errors

Positive Outcomes

More time focused on event quality
Increased ticket sales and profitability
Enhanced attendee experience and trust

Key Metrics

Customer Retention Rates - 93% creator retention rate (Q4 2023)

Net Promoter Score (NPS) - Estimated between 30-40 for creators

User Growth Rate - Total tickets grew 13% YoY to 289M (FY 2023)

Customer Feedback/Reviews - 1,500+ reviews on G2 with a 4.4/5 rating

Repeat Purchase Rates) - 40% of US ticket orders from repeat buyers (2023)

Requirements

Intuitive self-service platform
Reliable payment processing system
Network of active ticket buyers

Why Eventbrite

Provide easy-to-use creator tools
Leverage data for event discovery
Optimize for mobile-first checkout

Eventbrite Competitive Advantage

Decade of data on event trends
Strong SEO and brand recognition
Global network of creators & attendees

Proof Points

900k+ event creators used platform in 2023
289 million tickets issued in 2023
Trusted by creators in 180 countries

Eventbrite Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

Eventbrite Q4 2023 Earnings Report & Shareholder Letter
Eventbrite Investor Relations Website (investor.eventbrite.com)
Eventbrite Official Website & 'About Us' section
G2 and Trustpilot for customer reviews
Financial data from Yahoo Finance and Seeking Alpha
Competitor analysis of Ticketmaster, Luma, and Universe

Strategic pillars derived from our vision-focused SWOT analysis

Build indispensable tools for event organizers.

Expand reach in underserved international markets.

Achieve sustainable profitability via efficiency.

Leverage event data for discovery & personalization.

What You Do

Provides a self-service platform for creating, promoting, and selling tickets.

Target Market

Independent creators and organizations hosting live and online experiences.

Differentiation

User-friendly self-service tools
Strong brand for SMB event creators
Global reach in 180+ countries

Revenue Streams

Ticketing fees (per-ticket)
Creator subscription fees (Boost)
Eventbrite Ads

Eventbrite Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

Eventbrite Q4 2023 Earnings Report & Shareholder Letter
Eventbrite Investor Relations Website (investor.eventbrite.com)
Eventbrite Official Website & 'About Us' section
G2 and Trustpilot for customer reviews
Financial data from Yahoo Finance and Seeking Alpha
Competitor analysis of Ticketmaster, Luma, and Universe

Company Operations

Organizational Structure: Functional structure with a remote-first global workforce.
Supply Chain: Primarily digital; relies on cloud infrastructure (AWS) and payment gateways.
Tech Patents: Holds patents related to online ticketing and event management systems.
Website: https://www.eventbrite.com

Top Clients

Board Members

Eventbrite Competitive Forces

Threat of New Entry

MEDIUM: Building a basic ticketing platform is feasible, but achieving Eventbrite's scale, brand trust, and data is very difficult.

Supplier Power

LOW: Key suppliers are payment processors (e.g., Stripe) and cloud providers (AWS), which are commoditized services.

Buyer Power

HIGH: Creators can switch platforms with relatively low cost/effort. Attendees are price-sensitive to fees.

Threat of Substitution

HIGH: Creators can use direct payment links, social media event pages, or simple forms, bypassing dedicated platforms.

Competitive Rivalry

HIGH: Fragmented market with Ticketmaster at the high end, many niche players (Luma, Universe) and new entrants.

Analysis of AI Strategy

Updated: October 4, 2025 • 2025-Q4 Analysis

The Eventbrite AI SWOT analysis underscores a significant, yet unrealized, opportunity. The company's core asset is its vast, proprietary dataset, a powerful moat for training unique AI models for the live experience economy. However, a talent gap, potential tech debt, and a lack of a clear monetization strategy are critical weaknesses that could cede the advantage to more agile competitors or large tech platforms. The strategic path forward is clear: Eventbrite must aggressively invest in a two-pronged AI strategy. First, build a world-class event discovery engine to drive consumer demand. Second, empower creators with AI co-pilot tools for marketing and operations. This focus will transform its data from a passive asset into an active driver of growth and competitive differentiation.

Ticketmaster Universe TicketLeap Luma Meetup

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To bring the world together through live experiences by becoming the world's leading marketplace for shared experiences.

Strengths

DATASET: Massive, proprietary dataset of 15+ years of event interactions.
SCALE: Millions of active users provide continuous data for model tuning.
CREATORS: Direct channel to 900k+ creators for beta testing AI tools.
SEARCH: High-intent user search queries are a goldmine for NLP models.

Weaknesses

TALENT: Struggles to compete with FAANG companies for top-tier AI talent.
INFRASTRUCTURE: Legacy tech stack may require significant investment for AI.
FOCUS: Lack of a single, bold, company-defining AI initiative to date.
MONETIZATION: Unclear strategy on how to monetize AI features effectively.

Opportunities

DISCOVERY: Build a world-class, personalized event recommendation engine.
MARKETING: Offer AI-powered tools for ad copy, targeting, and scheduling.
PRICING: Implement dynamic pricing models to help creators maximize revenue.
OPERATIONS: Use AI to automate customer support and detect fraudulent events.
CONTENT: Generative AI for creating compelling event descriptions and images.

Threats

COMPETITORS: Niche players could deploy targeted AI solutions faster.
PLATFORMS: Google/Meta could leverage their AI to dominate event discovery.
PRIVACY: Increased regulation around the use of personal data for AI.
COST: High cost of model training and inference could hurt profitability.

Key Priorities

DISCOVERY: Prioritize building an AI-powered event recommendation engine.
CREATOR-AI: Launch AI co-pilot tools for event marketing and management.
EFFICIENCY: Use AI internally to reduce customer support and operational costs.
DATA-GOVERNANCE: Establish a clear data governance model for AI development.

Create professional SWOT analyses in minutes with our AI template. Get insights that drive real results.

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Eventbrite Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

Eventbrite Q4 2023 Earnings Report & Shareholder Letter
Eventbrite Investor Relations Website (investor.eventbrite.com)
Eventbrite Official Website & 'About Us' section
G2 and Trustpilot for customer reviews
Financial data from Yahoo Finance and Seeking Alpha
Competitor analysis of Ticketmaster, Luma, and Universe

Profit: -$36.2 million Net Loss (FY 2023)

Market Cap: $750 Million (approx. Q1 2024)

Stock Performance

Annual Report: Available on Eventbrite's Investor Relations website.

Debt: $350 million in convertible senior notes.

ROI Impact: Profitability focus may delay long-term growth investments.

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Market Leader

ICM Index

STRATEGIC ADVISOR ASSESSMENT

Eventbrite is a Market Leader with a strong brand and data moat, reflected in its societal-level Ambition. However, its Achievability is constrained by persistent profitability challenges and intense competition, leading to a modest SWOT score. The OKRs are solid and category-shaping but not yet world-shaping. High AI potential and a clear Core Strategy provide upside. The low Growth Multiplier reflects the difficult path to sustainable profitability and the high threat level despite its market position.

SWOT Factors

Upside: 83.3 Risk: 86.7

OKR Impact

AI Leverage

Top 3 Strategic Levers

Solve the profitability equation via revenue diversification.

Leverage AI to create an unbeatable event discovery engine.

Innovate on the creator toolset to deepen the competitive moat.

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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