Online music event promoter and producer, Driift, has revealed that more than 85,000 tickets were sold for a recent livestream of a Little Mix concert.

The livestream, which was broadcast from The O2 in London on May 14, marked the final date of the Little Mix Confetti Tour.

It was watched by ticket-buyers in 143 different countries, including 29,000 cinema-goers, who enjoyed a simulcast of the event through a partnership with Rippla, which broadcasts music shows and events to local venues, and distributor CinemaLive.

With The O2 sold out, Driift estimates that a further 200,000 Little Mix fans accessed the show online.

Tickets for the livestream were priced at £13 ($17/€15.50/A$23) and the original 8pm BST UK broadcast was retransmitted for audiences in North America and Asia. In addition to the livestream, ticket-holders could enjoy unlimited, on-demand replays for up to 48 hours after the show had finished.

Rich Salmon, co-founder and chief executive of Driift, said: “Now the music business has emerged from lockdown, and with gigs and festivals once again in full flight, we are only now seeing the full potential of livestreaming.

“The format is clearly here to stay, and with the right artist and the right creative and technical team in place, we can expand a single one-off performance into a genuine global event.

“The reaction from fans has been astonishing. I would like to congratulate Little Mix, their brilliant management team, and all our partners on this incredible achievement, and I’m delighted so many people around the world could share in such a unique and special moment.”

Harry Magee, co-founder of Modest! Management, added: “Having worked with Driift on Niall Horan’s Royal Albert Hall livestream back in 2020, it’s been a real pleasure to repeat our partnership outside of lockdown. We are delighted with the results, and particularly that such a genuinely global audience could share in the celebratory experience of Little Mix’s last show at The O2.”

Image: Georgie Gibbon