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SeatGeek Launches TourIQ, Bringing Predictive Pricing Intelligence to Live Entertainment
New SeatGeekIQ product tells promoters and venues what a show is worth before it’s booked, then prices every seat in the house to match
NEW YORK, October 02, 2026–(BUSINESS WIRE)–SeatGeek, the technology company that has put data at the center of the live event experience from day one, today announced the launch of TourIQ, a predictive intelligence product built for the people who book and price live shows. TourIQ tells a promoter or venue what a concert or third party event is worth at any building, for any artist, on any date, before a single ticket is sold, then generates a price for every seat in the house so the show opens with the right scaling from day one.
Booking a show is one of the most consequential financial decisions in live entertainment, and it has long been made without the strongest data to match. A promoter’s view of demand is limited to the shows they’ve run. A venue’s is limited to what has played in their building. No one has had a full picture of what a given artist is worth in a given market on a given night, so even the best-informed decisions carry more risk than they should. When the price is right, everyone wins: the artist plays to a full house, the building clears evenly, and the fan pays a price that matches the seat. TourIQ gives that decision a number.
“Every experienced booker can tell you roughly what a show should do. What they haven’t had is a way to prove it. The instinct is usually right, but it’s been sitting on top of a manual process: comps pulled by hand, a scale built in a spreadsheet and a lot of waiting for the onsale to tell you whether you were right. TourIQ replaces the guesswork with a number, before anything goes on sale,” said Noah Sarkey, Quantitative Research Manager for SeatGeekIQ.
TourIQ is the newest product from SeatGeekIQ, SeatGeek’s marketplace intelligence engine, which already powers pricing and demand decisions for many of the largest names in sports and entertainment. TourIQ applies that intelligence earlier in the process, to an event that doesn’t exist yet, drawing on nearly two decades of SeatGeek transaction data across primary and resale markets, live demand signals and comparable events. The launch follows the August debut of Ask SeatGeek, which brought the same intelligence layer directly to fans. TourIQ brings it to the other side of the box office.
“TourIQ is built on the largest blended dataset of primary and resale ticket transactions in live entertainment and it gets smarter with every onsale. We’re building the infrastructure that gets smarter with every fan interaction, before, during, and after the sale. It’s a great example of how we see SeatGeek as an intelligence partner, not just a ticketing vendor,” said ArinMichelle Casey, Head of Entertainment Partnerships at SeatGeek.
