Resale-only Cubs buyers repurchased at 21.3% versus 19.5%
Share with a Cubs game-ticket purchase in the complete 2025 season, grouped by 2024 ticket channel
Share with a 2025 Cubs ticket purchase
Source: YipitData U.S. e-receipt panel. The same panelists were present before the 2024 season and active in the last 30 days; complete March–October 2024 and 2025 seasons.
Chart data
| Series | Share with a 2025 Cubs ticket purchase |
|---|---|
| 2024 resale-only buyers | 21.3% |
| 2024 official-only accounts | 19.5% |
How much of the observed Cubs ticket audience used resale?
Resale marketplaces accounted for 43.5% of distinct observed Cubs ticket users in 2024 and 44.0% in 2025. The share was 47.1% through August 18, 2026, but that season was incomplete, so the analysis does not treat the partial-year difference as a lasting increase.
Does this prove the two channel groups are equally loyal?
No. Receipt capture is incomplete, so both return rates understate all attendance. The official group also includes ticket-forward confirmations tied to an account, while the resale group reflects marketplace purchases. The result shows that resale buyers were not less likely to make another observed Cubs purchase; it does not measure attendance, ticket value, or willingness to buy directly.
Assumptions & Methodologies
We analyzed our U.S. e-receipt panel. Cubs game tickets were identified from Chicago Cubs matchup text and excluded Wrigley concerts, merchandise, and unrelated matches. Resale included StubHub, SeatGeek, Gametime, Vivid Seats, and Viagogo. Official activity came from MLB Ballpark or Ticketmaster and includes ticket-forward confirmations. The same panelists were present before the 2024 season and recently active. Repurchase required any Cubs game-ticket purchase in the complete March–October 2025 season. Incomplete receipt capture affects levels; channel selection, forwarded tickets, and panel demographics limit broader conclusions.