StubHub’s Journey to IPO: Global Ticket Marketplace Sets Stage for Major Stock Market Debut
StubHub’s Path to Public Markets
StubHub, the ticketing marketplace that separated from eBay in 2020, is preparing for its initial public offering (IPO) on the New York Stock Exchange under the ticker ‘STUB.’ The company plans to launch its IPO roadshow after Labor Day, with the market debut scheduled for September 2025.
Financial Performance and Market Position
In 2024, StubHub reported revenue of $1.77 billion, though it recorded a small loss of $2.8 million. The company significantly increased its marketing efforts, with sales and marketing expenses rising to $828 million from $518 million the previous year.
The platform’s reach is substantial, with more than 40 million tickets sold through its marketplace last year from approximately one million sellers. The company has significantly expanded its market presence, now commanding an estimated 30-40% market share, up from 10-15% during the pandemic, largely gaining ground from competitors like Ticketmaster, SeatGeek, and Vivid Seats.
Innovation and Global Expansion
StubHub has embraced technological innovation, partnering with AI developers to implement a pricing algorithm that adjusts resale prices based on demand, which has increased profitability by 30%. The company’s global reach is impressive, with its integrated platform supporting 33 languages and 48 currencies, enabling buyers from 200 countries to participate in events across more than 90 countries.
Future Outlook and Industry Impact
StubHub is positioning itself to become the global destination for live event tickets, working with major content rights holders including NBA, MLB, and European soccer teams, as well as musical artists and festivals. The company has already surpassed $100 million in annual direct issuance gross sales on its marketplace. The secondary tickets market, currently valued at 31,390.8M in 2025, is projected to reach 73,443.4M by 2033, indicating substantial growth potential for the industry leader.
The upcoming IPO is viewed as a significant indicator of investor confidence in the live events industry, particularly noteworthy as competitor Vivid Seats has seen its stock price decline by more than 45% over the past year.
