How would you define the success of Ticketmaster's Verified Fan program for high-demand shows?

Introduction

Defining the success of Ticketmaster's Verified Fan program for high-demand shows requires a comprehensive approach that considers multiple stakeholders and metrics. This product success metric challenge demands a nuanced understanding of the ticketing industry, fan behavior, and artist needs. I'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

Ticketmaster's Verified Fan program is a ticketing system designed to combat ticket bots and scalpers for high-demand shows. It aims to ensure genuine fans have a fair chance to purchase tickets at face value. The program uses a registration process where fans provide information and are vetted before receiving a unique access code to purchase tickets.

Key stakeholders include:

1. Fans: Want fair access to tickets at reasonable prices
2. Artists: Desire their true fans to attend shows and maintain control over ticket distribution
3. Ticketmaster: Aims to improve customer satisfaction and maintain market dominance
4. Venues: Seek to maximize attendance and minimize empty seats
5. Promoters: Want to ensure successful, well-attended events

User flow:

1. Fans register for the Verified Fan program, providing personal information and preferences
2. Ticketmaster's algorithm vets registrants to identify likely genuine fans
3. Selected fans receive a unique access code via email
4. Fans use the code to access a dedicated ticket sale, often with a personalized purchase window

The Verified Fan program aligns with Ticketmaster's broader strategy of maintaining its position as the leading ticketing platform while addressing longstanding criticisms about bot activity and scalping. It also helps artists maintain control over their ticket distribution and pricing.

Compared to competitors like StubHub or SeatGeek, Verified Fan offers a more controlled primary market solution, rather than focusing solely on resale. However, some artists have opted for alternative systems like Ticketmaster's rival AXS's Fair AXS program.

In terms of product lifecycle, Verified Fan is in the growth stage. It's been widely adopted by major artists but continues to evolve and expand its capabilities.