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Publication

Market Report: Estonia

The annual guide to the global live entertainment ticketing business
Click the interactive map below to explore the top 66 global markets

Despite being small, this is a highly competitive market, with a multitude of ticketing companies operating without the challenge of secondary ticketing.

Primary ticketing
There are ten or so key ticketing companies. With a 60% share, AS Piletilevi Group is comfortably the biggest individual player.

“The rapid growth in competition among ticketing companies has significantly contributed to the introduction of numerous new products in the ticket presales market,” says Sven Nuutmann, CEO of AS Piletilevi Group.

“The rapid growth in competition among ticketing companies has significantly contributed to the introduction of numerous new products in the ticket presales market.”

Other local players include Piletikeskus, Piletimaailm, OnlinePilet, and Fienta.

Distribution of sales
Around 90% of tickets in Estonia are sold digitally (60% mobile and 40% desktop/email).

Value of market
The live market is expected to be worth $23.9m in 2024, according to numbers from Statista, rising to $25.8m by 2028.

“Ticket prices have increased alongside inflation,” says Nuutmann. “The rise in ticket prices has not impacted the number of cultural consumers.”

“The rise in ticket prices has not impacted the number of cultural consumers.”

Secondary ticketing
According to Nuutmann, the secondary market is “practically non-existent.”

International/domestic splits & genres
In terms of total ticketing, Nuutmann says that the market is split about 50/50 between local and international acts. However, when the total volume of tickets sold is looked at, domestic acts account for around 70% of all tickets sold. International acts sell fewer tickets but at a higher average price.

Cultural analysis
“Consumers increasingly prefer a single trusted and familiar environment to find and purchase tickets,” says Nuutmann.

“Promoters have become more conservative in the number of events they organise.”

He warns that a lack of risk taking is holding the market back. “Promoters have become more conservative in the number of events they organise,” he says. “While the quality of events has increased, the supply has decreased. Yet demand remains strong.”

Taxes & charges
VAT has increased from 20% to 22% this year.

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