Inflated prices for Taylor Swift concerts raise alarm; compare with Brazil

American fans of Taylor Swift are having to shell out considerable sums of money to witness the latest shows on The Eras Tour, who returns to the United States after traveling the world. The singer will also return to Europe, and a quick comparison of prices reveals the discrepancy: shows on the old continent are on average 87% cheaper than in the land of Uncle Sam!

The average price in the USA is US$2600, while in Europe it is possible to buy tickets for US$340. This means that, for an American, it is cheaper to buy a flight, stay in a four-star hotel in a European capital and still watch the show, spending much less.

The price difference doesn’t just happen at Taylor Swift shows, but at any other tour in high demand. However, as The Eras Tour was the hottest tour of the last year, the scrutiny on pricing practices and sales has been even greater.

In Brazil, Taylor Swift tickets were even cheaper

Do we count or do you count? Maybe Brazil doesn’t seem like such an attractive destination for American fans, but the truth is that tickets here are even more affordable when converted into dollars.

After years without setting foot in Brazil, Taylor Swift returned with sold-out shows in Rio and São Paulo, with prices between R$190 and R$1,050 – not counting fees. Although the value is high by Brazilian standards, the truth is that these tickets represented only a fraction of what Swift manages to raise in richer countries with more valued currencies.

This means that it was possible to watch The Eras Tour paying between US$37 and US$206, in May 2024 prices. In other words, the most expensive ticket in the region is still much cheaper than the most affordable tickets in Europe – and not even enough close to the small fortunes currently practiced in the USA.

Why the price difference?

This discrepancy is attributed, in part, to greater regulation of the ticket resale market in Europe, where deceptive practices are more controlled and prices are kept low through laws that limit prices above the original price.

In contrast, in the US, the ticket resale market is not as regulated, allowing deceptive practices and price speculation. Experts suggest that adopting European-like regulations in the US, such as limiting ticket price increases to 20% above the original value, could drastically reduce prices on the secondary market and discourage harmful practices.

This difference in approach is also reflected in legislation, with Europe implementing the Digital Services Act in 2025 to make online ticket purchasing more transparent and fair, while in the US regulation is less comprehensive and enforcement of existing laws is limited.

In Brazil, the Taylor Swift Law is being processed by the Senate, a project that aims to put an end to illegal practices in the sale and resale of tickets. The PL has already passed through the Chamber and, if definitively approved, could change the game for Brazilian fans.

South America is still a market with challenges

The difference in price for concert tickets has always been applied according to the specificities of each market.

In South America, it is a contrasting territory: although the audiences present in these countries are warm and committed to their favorite artists, their purchasing power is inferior compared to that of those who earn in dollars, euros or pounds.

Depending on the musical genre, South America is a very profitable hub. Metal bands of different sizes make the region their main source of income outside of Europe, as this audience is numerous and loyal.

However, in the case of Pop tours, the bill is difficult to close. This is because, in addition to the highest paid stars of the moment, these shows involve a large number of dancers, gigantic stage structures and many other demands. It is not an exaggeration to conclude, therefore, that many artists and bands accept earning less when venturing below the equator.

As long as South American fans continue to maintain their reputation as warm and dedicated – largely due to the influence of Brazilians! -, the region will continue to be an interesting destination for artists of all sizes, becoming a mandatory stop for even the biggest tour in the world. This is no small thing.