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Publication

Market Report: Saudi Arabia

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

With a population mostly made up of people under 30, demand for live entertainment is very high. Family entertainment tends to be more prevalent than music, but this is changing rapidly.

Primary ticketing
The nascent entertainment market here has seen a mix of domestic and international ticketers establish themselves.

Among the leading companies are Ticket, Evento, Webook, Ticketmaster KSA, Platinumlist, and Virgin Megastore, using technology by Lebanon-based B2B company Tixity.

“We’re seeing tremendous opportunities in emerging markets within the region”

“We’re seeing tremendous opportunities in emerging markets within the region,” says Andreas Müller – general manager and vice president of Ticketmaster Middle East. “The entertainment and events sector is experiencing significant growth, and we’re excited to tap into new markets in the region.”

Platinumlist says it is the largest ticketing company with a presence in all GCC states. “We are the first to launch ethical fan-to-fan ticket exchange and safe and secure transfer (end-to-end encoded dynamic QR code access control), which keeps the organiser in control and the main beneficiary from ticket resale,” says CEO Cosmin Ivan. “This…empowers the event organisers with more significant income from their events.”

“This…empowers the event organisers with more significant income from their events.”

Distribution of sales
Almost all tickets are sold digitally, with the majority of the population using apps to buy and store their event passes.

 

Value of market
The kingdom’s General Entertainment Authority valued the 2023 Saudi entertainment and events market, including live music, at approximately $15.5bn, with expectations of reaching $19.65bn by 2030.

Secondary ticketing
Ticket touting and the resale of tickets at higher than face value is generally considered illegal under the Kingdom’s regulations. Enforcement measures include fines and other penalties for those caught engaging in unauthorised ticket resales.

The live entertainment business in Saudi Arabia is set to grow rapidly.

Cultural analysis
With the huge MDLBeast Soundstorm festival (which features Muse, Eminem, and Thirty Seconds To Mars from 12-14 December) and the inaugural Riyadh International Jazz Festival headlined by Chaka Khan in February, plus a huge range of new venues of all sizes in the pipeline, the live entertainment business in Saudi Arabia is set to grow rapidly.

Taxes & charges
VAT in Saudi Arabia increased from 5% to 15% in 2020, to counter the effects of Covid.

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