goConfirm survey finds majority of Canadians are wary of purchasing resale tickets amid rising scams

Thinking of getting last-minute tickets to TIFF, a sports game, or your favourite musician? You might find it tougher than before.

A new study from goConfirm and Angus Reid found that 55% of Canadians think it has gotten harder to get tickets to in-demand events, concerts, or sporting events in the past two years.

With demand soaring, higher ticket costs, and hefty fees from online platforms, more Canadians are turning to resale tickets on social media in hopes of a deal, but the risks can be steep, as ticket scams leave some fans out hundreds of dollars and without a show to see.

We’ve seen this already when prominent names have come up North. In the excitement of Taylor Swift’s Eras Tour last year, the Canadian Anti-Fraud Centre received close to 200 reports of ticket fraud, with hundreds of Canadians scammed out of money.

Heading into TIFF, another busy concert season with big names like Lady Gaga, Dua Lipa, and Hozier, alongside the NHL season, we wanted to see just how Canadians feel about social media ticket sales becoming the new norm and explore solutions that help fans keep more money in their pockets while buying safely.

Where is most reselling happening?

A growing number of Canadians (63%) say that the fees on resale ticket sites (e.g. Stubhub, Ticketmaster, Vivid Seats) have increased in the past 2 years. As a result, social media platforms like Facebook, Instagram, and even Reddit are becoming ticket marketplaces, with friends, family, and strangers posting tickets they want to offload.

Despite Canadians taking the plunge on resale for ticket deals, they have concerns:

• 87% of Canadians say it is risky to buy resale tickets from people on social media. With 55% saying it is very risky to do so.

• 64% of Canadians say they are concerned about ticket scams in their community, with Ontario and B.C. ranking as the most concerned provinces

Why are scams more common? (Hint: We have AI to thank.)

Reselling is not new, but with the high post-pandemic demand for live, in-person experiences and advancements in technology, including mass use of AI, scams are becoming more difficult to spot with the naked eye.

It used to be easy to request screenshots and personally analyze for discrepancies - weird blurry lines, shoddy Photoshop, or even suspicious message conversations. But with the rise of AI images, these tell-tale signs are almost impossible to spot.

Consumers are starting to take notice, as 63% of Canadians think that the rise in AI has made ticket buying/selling fraud more prevalent.

How can Canadians avoid ticket scams?

Tips for spotting scams are no longer enough; AI has given scammers the tools to deceive even the most cautious ticket buyers.

But a few best practices include:

1. Verify Identity: Ensure you are speaking to a real person by requesting to see an ID. For an additional layer of protection, goConfirm allows users to make government-verified digital identities they can share on social media. 
2. Avoid Pressure: At times, sellers can get pushy, looking to close a sale quickly. Avoid being pressured into completing the transaction due to their urgency. 
3. Ticket Proof: Use a verification platform like Ticket Proof to verify the legitimacy of tickets. Through the power of AI, Ticket Proof enables sellers to generate a proof of ownership by connecting to their ticket platform account, then sharing it directly with the buyer. 

At goConfirm, we’ve introduced a new set of features, like Ticket Proof (coming soon), that put AI technology in the hands of Canadians, helping them avoid scams on social media and buy with confidence.

These new features give Canadians greater confidence when buying resale tickets on social media. They can verify who they’re dealing with, protect themselves from fraud, and save money in the process—all while knowing they’ll be able to enjoy their concert or event with peace of mind.

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‍Survey Methodology: These findings are from a survey conducted by goConfirm from August 21st to August 25th, 2025, among a representative sample of 1507 online adult Canadians who are members of the Angus Reid Forum. The survey was conducted in English and French. For comparison purposes only, a probability sample of this size would carry a margin of error of +/-2.53 percentage points, 19 times out of 20.