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The annual guide to the global live entertainment ticketing business
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A significant reduction in VAT rates after Covid helped vivify the Lithuanian market, which heavily skews towards the domestic.
Primary ticketing
The dominant player is bilietai.lt, owned by the Piletilevi Group. Other local companies include kakava.lt, Ticketmarket. lt, and Paysera (a self-serve platform). There are also a number of small ticketing websites created by local promoters.
Distribution of sales
In 2019, the split was 83% online ticket sales/17% offline. Now, it is 90/10. In the same period, mobile sales grew from 39% of overall digital sales to 55%.
Value of market
In 2024, Statista pegged the value of the live market at $26.7m, expecting a rise to $29.6m by 2028.
“The Lithuanian market is following global trends, with ticket prices … experiencing a notable increase,” says Ramūnas Šaucikovas, CEO of bilietai.lt. “On average, ticket prices in the country have increased by over 23%.”
Secondary ticketing
Bilietai.lt now runs a secondary ticketing option for high-demand events.
“The presence of official secondary markets through a primary platform has brought more transparency to ticket resales, reducing the risks associated with black-market sales,” argues Šaucikovas. “There is no large secondary resale market in Lithuania, but certain international artists and events shape it, together with the distributor, to make it as transparent as possible.”
“The presence of official secondary markets through a primary platform has brought more transparency to ticket resales, reducing the risks associated with black-market sales.”
International/domestic splits & genres
Šaucikovas says 78% of ticket sales are for local acts. “Lithuania has experienced a significant decrease in international acts due to geopolitical issues with Russia and Belarus,” he says. “However, this decline has been offset by an increase in local performances.”
Cultural analysis
“Inflation and rising costs of living are pressuring ticket prices upward, potentially impacting attendance,” says Šaucikovas. “The market should adopt flexible pricing strategies, enhance the value proposition, increase accessibility, and leverage technology to adapt to these economic conditions.”
Taxes & charges
The VAT rate of 21% was reduced to 9% after Covid as a way of stimulating the market.