The model for ticketing integration in streaming services so far has been to push fans out of the app to actually buy the tickets from a mobile website.
Having acquired ticketing firm Ticketfly last year, Pandora is now planning to move up a level.
“Later this year, the Pandora app will include an integration with Ticketfly so a user can purchase tickets within the app with a tap of a button,” wrote Pandora’s Glenn Peoples in his latest blog post on Medium overnight.
“Concerts ticketed by other companies will still be recommended and a purchase link will be provided.”
Pandora is hoping that in-app ticketing will cut down the friction between someone discovering a concert and committing to a purchase.
Peoples also published some new stats for Pandora’s other ticketing work: it sold 62% of all pre-sale tickets for a Flume gig in New York, and 3% of tickets for the latest tour by Fitz and the Tantrums in a two-day pre-sale window.
It’s the in-app ticketing plans that are making us think, though: how will (soon-to-be) rivals like Spotify and Apple Music respond? And could startups like Songkick and Dice be renewed acquisition targets for them?