YouTube videos now link directly to concert tickets

With over a billion music fans watching or listening their favourite artists on YouTube every month, the video platform has announced a game-changing partnership with ticketing platforms.

Teaming up with Eventbrite and Ticketmaster, artist YouTube videos will now include a direct link to upcoming concert tickets if and when they go on sale.

YouTube made the announcement today via its official blog, with the Google-owned platform revealing Australia is one of the first territories outside North America to experience the new feature.

"With one easy click on the “Tickets” button, they’ll be able to purchase directly from ticketing partners such as Ticketmaster or Eventbrite, and more partners in the future," said Ruuben van den Heuvel, head of music content partnerships (South East Asia, AU/NZ), YouTube.

The process is as simple as clicking the 'Tickets' icon, which opens up a list of upcoming gigs, if available.

The announcement quoted Nielsen stats which suggested 24% of millennials and 33% of teens discover new music through YouTube.

"YouTube is the space where many Australian artists first built their online platform. We’re excited to continue furthering the power of video discovery on YouTube by bringing those artists and fans closer together through live shows," said van den Heuvel.

Eventbrite revealed that over 500 festivals and venues have sold tickets using its integrated service in America.

“Australia is home to so many exciting live music venues, festivals and artists, which is why we’re thrilled to be one of the first markets outside North America to benefit from this partnership," said Josh McNicol, acting general manager, Eventbrite Asia Pacific.

"Eventbrite’s integration with YouTube helps connect Aussie music fans with the artists they love at their favourite local venues and makes the discovery and purchase of tickets easy – which is a win-win for venues, artists and fans alike."