StubHub Shows Six Different Prices for Identical Tickets in Pricing Experiment
Business Insider reporters found that the same Yankees-Red Sox tickets displayed six different prices on StubHub when purchased simultaneously by different people, with variations ranging from $424 to $490 for identical seats. The price differences stemmed from variable fees rather than ticket costs, and appeared to depend on factors like device type and location. The discovery highlights how dynamic pricing algorithms can create significant price disparities for consumers buying the same product.
In an experiment conducted by Business Insider, five reporters simultaneously attempted to purchase identical Yankees-Red Sox tickets (Section 217, Row 13, Seats 1-2) on StubHub and encountered six different total prices ranging from $424 to $490. While the base ticket price remained constant at $183 per ticket across all purchases, the fees varied dramatically—from $28 to $60 per ticket depending on the buyer's device (mobile app versus desktop browser) and location. StubHub acknowledged the practice, characterizing it as "randomized, anonymous testing" to balance fan access with competitive pricing, and stated this represents standard e-commerce practice. The company did not provide detailed explanation for the specific fee variations observed. The experiment underscores growing concerns about algorithmic pricing and surveillance-based pricing strategies that leverage consumer data to set individualized prices, a practice the FTC has increasingly scrutinized.
What's missing
The article does not provide StubHub's specific algorithmic criteria or data inputs used to determine individual pricing, nor does it include independent analysis of whether the pricing variations correlate with identifiable consumer characteristics (purchase history, account age, device type, etc.). Additionally, no comparison is offered to pricing practices at competing ticket platforms or regulatory guidance on the legality of such differential pricing strategies.
What different sources said
- Business InsiderLeft
We tried to buy the exact same tickets on StubHub. We got six different prices.
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