Ticket sales are growing every year in Denmark
According to a survey made by PwC, ticket sales for Live Music in Denmark will reach DKK 2 bill. (€268 mill.) in 2020 and grow by more than 4% by 2023.

This year, 130,000 people attended Roskilde Festival in June, and the tickets for this year`s Smukfest in Skanderborg. were both sold in record time. At the same time, several venues are experiencing one sold-out concert after another.

Both revenues from sponsorship agreements and the price of concert and festival tickets are on the rise, and in 2020, revenues from ticket sales will reach DKK 2 billion according to a forecast for the Live music business made by PwC.

The Danish concert and festival scene is currently experiencing progress. The turnover from ticket sales to live music was approximately DKK 1.8 billion in 2018, this figure is expected to increase by approx. 4% to approx. 2.2 billion DKK in 2023 according to PwC`s Global Entertainment & Media Outlook 2019-2023. Already in 2020, ticket sales are around DKK 2 billion.

“More and more Danes are using the musical live experiences, and during the summer the Danes visit a large number of the popular festivals around Denmark. There is now a very wide selection of festivals and concerts for each audience, so regardless of the taste of music, and whether it is friends, alone or the family you want with, there are live music experiences that cater for everyone, "says Leif Ulbæk Jensen, expert in media and entertainment industry and partner in PwC.

At the same time, the revenue from sponsorship agreements is also increasing. Here the revenue was approx. DKK 430 million in 2017 which subsequently increased to approx. DKK 560 million in 2018, PwC expects the average annual increase in sponsorship revenue to be 3.3% over the next four years, amounting to approx. DKK 660 million in 2023.

“The Danes are willing to pay for the good music experience, and this means that reputable festivals can afford to raise prices - also for the sponsors. Of course, this is a delicate balance, as the market must also be said to be close to saturated, and you risk, of course, that both consumers and sponsors choose another festival if they find it to be too expensive, ”says Leif Ulbæk Jensen.

The trend in live music in Denmark is closely followed by neighboring countries Sweden, Germany and Norway. Here revenue from ticket sales is expected to increase annually with an average of approx. 4.7%, 3% and 1.3% respectively. Globally, the overall increase in revenue from ticket sales to concerts and festivals is just over 3% on average annually.

Streaming - the preferred music medium

In addition to Danes` enthusiasm for live music, PwC`s analysis shows that Danes stream music rather than buy a CD or download an album. In 2018, sales for sales of, among other things, CDs and other non-digital recordings of approx. 70 million and is expected to fall annually by as much as 10% to approx. 40 million DKK in 2023. However, this decrease in revenue is expected to be three times higher when it comes to downloading music, which thus falls by approx. 33% on average per year up to 2023. Here, revenue in 2018 was approx. 40 million DKK, which was approx. 10-15 million DKK less than in 2017. It looks different for the Danes` use of streaming services:

“The Danes have moved away from buying a CD or downloading music from, for example, iTunes and these two types of media must be referred to as niche media. Instead, we use the streaming services, including providers such as Spotify, YouSee, etc., which offer both subscription-based solutions, free streaming and sound quality. The digital age has completely taken over the market for recorded music. This will be further reinforced in the coming years, partly as a result of 5G, which will result in faster and better data quality, ”says Leif Ulbæk Jensen.