Users Can Now Purchase Concert Tickets in New Youtube Feature

Google owned Youtube has entered into a partnership with Ticketmaster in a move which will make it  easy for users  to find and purchase concert tickets. The new feature also connects fans  with tour information directly on artists’ YouTube video pages.

Also, the new feature will include information about the nearest show as well as upcoming tour dates. Only the first few dates will show by default, but users can click to expand this list if they want to see dates further out.

Next to all the listings is a “tickets” button that, when clicked, will redirect users to Ticketmaster’s website to make their purchase. The experience works on both web and mobile, though it looks slightly different, depending on the platform.

Google has been working on a lot of different ways to help users find items, events and experiences they may be interested in. In May, it launched an event search feature, shortly followed by a way to search for jobs directly through Google Search. It also expanded its Reserve tool to include booking haircuts, began testing a vacation rental filter in its hotel search results and began including your local library’s e-books in book searches.

The move comes at a time when Spotify is running away with the streaming market, and specifically has been working to improve its platform for artists with things like a data dashboard and native app for updating artists’ profiles, playlists, and checking their stats. Apple Music, meanwhile, tried and failed in artist-to-fan connections with Connect, a social feed for artist updates.

However,Ticketmaster’s deal is not exclusive to YouTube – the company last year integrated with Spotify for ticket sales as well, and Ticketmaster sells through Facebook.

The new concert ticket feature will be included on music videos from hundreds of artists with US tour dates to start and Google says it plans to roll it out to all artists with Ticketmaster shows in North America. The company also says a global expansion is in the works.