StubHub Holdings, Inc. (STUB) shares dropped Tuesday after reports that the UK government is preparing legislation to crack down on ticket resale, adding fresh regulatory worries to a company already navigating a challenging growth outlook.
According to the Financial Times, the UK may introduce new rules as early as Wednesday that would ban the resale of live event tickets above face value. The proposal specifically targets automated buying systems by making it illegal for merchants to resell more tickets than they were originally allowed to purchase on the primary market.
Bank of America Securities analyst Justin Post broke down what this could mean for StubHub's bottom line. International gross merchandise sales represent roughly 13% of his total forecast for the platform, with UK activity accounting for about 20% to 25% of that international slice. If the typical 33% markup vanishes under new rules, Post expects a $100 million to $130 million hit to 2026 revenue.
The impact might extend beyond just losing markup revenue. Post noted that fewer tickets could flow into secondary markets altogether if more inventory goes directly to consumers instead of brokers, further squeezing the resale ecosystem.
The Bigger Worry Lies Across the Atlantic
Before accounting for any potential fee caps, Post estimates UK regulations alone could trim about two percentage points from StubHub's 2026 gross merchandise sales growth. But he's quick to point out that the real concern isn't London—it's Washington.
The Federal Trade Commission was asked back in March to develop consumer protections for the live entertainment market. That report got delayed when the government shut down, but could still land this year now that operations have restarted. Post highlighted that the FTC has recently taken a more aggressive stance on consumer-friendly pricing rules and broker-limiting enforcement.
If the agency decides to target resale platforms more directly, StubHub could face fresh restrictions on secondary ticketing. The uncertainty factor runs deep, though, since any FTC recommendations would still need follow-through from Congress or the White House to become actual policy.
Long-Term Potential Meets Near-Term Pressure
Post still sees StubHub as the market leader in ticket resale, with meaningful long-term upside from direct ticket issuance and high-margin advertising revenue. The stock already prices in slower growth for 2026 and 2027, even accounting for those future opportunities.
But concerns about 2026 revenue acceleration aren't going away, especially after Wall Street models got revised lower following recent earnings. Post is sticking with a neutral rating and $19 price target, citing the regulatory fog and growth uncertainties hanging over next year's outlook.
Price Action: STUB shares traded down 3.12% to $12.42 on Tuesday.