Eventbrite has launched a significant brand refresh and mobile app redesign to enhance event discovery for users, particularly focusing on younger audiences. This move follows a loss of $15.6 million in the past year and a 10% decline in ticket sales. CEO Julia Hartz stated that they aim to make event discovery as intuitive as music streaming on Spotify. The redesigned app features personalized recommendations and curated event guides, hoping to engage its highly active user base and respond to a consumer trend among 18-34-year-olds seeking real-life experiences related to their online interests.
"We believe that event discovery should be as intuitive as discovering music on Spotify," she says.
"We're highlighting that niche is the new mass, especially for Gen Z and live experiences," she says.
In a move pulled straight from streaming, Eventbrite's Discover tab offers users recommendations based on past purchases.
The company just unveiled its first brand refresh and app redesign since 2019, signaling its increasing focus on surfacing event recommendations for its users.
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