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Publication

Market Report: Sweden

The annual guide to the global live entertainment ticketing business
Click the interactive map below to explore the top 40 global markets

Sweden is a prosperous market. Its capital Stockholm arguably the biggest live centre in Scandinavia, with Gothenburg and Malmö also very solid music cities. The mid-size shows have struggled to come fully back to life since Covid, but arena and stadium events and festivals are booming, and competition among promoters, ticketers, and more or less every link in the chain is intense.

 

PRIMARY TICKETING

Sweden has a slightly different ticketing line-up than other Scandinavian nations, owing to the strength of AEG’s AXS, which has the rights to ASM Global’s Stockholm Live venues: Friends Arena, Tele2 Arena, Avicii Arena, Hovet, and Annexet, as well as much sport.

“It is very positive that all Covid restrictions have been lifted since the spring and that we are generally experiencing a positive ‘awakening’ in the Scandinavian market”

Overall, Ticketmaster Sweden is also strong, and Eventim Scandinavia is present with its former Biljettforum platform, now Eventim.se.

“It is very positive that all Covid restrictions have been lifted since the spring and that we are generally experiencing a positive ‘awakening’ in the Scandinavian market,” says Jens B. Arnesen, CEO, Eventim Scandinavia. “A lot of postponed concerts have been held with great success and new major events like Ed Sheeran create high ticket demand. However, the impact of the war in Ukraine and on inflation is putting off ticket buyers in some consumer segments.”

 

DISTRIBUTION OF SALES

Mobile is the watchword in Sweden as the technology begins to make good on its persistent promise. “In Sweden, it’s all going more and more mobile, which people have been talking about for years,” says Jay Sietsema, AXS general manager, Sweden.

“In Sweden, it’s all going more and more mobile, which people have been talking about for years”

“In June, we had Harry Styles, which was completely sold out, and for the first time that was 100% mobile tickets, using our AXS Mobile ID ticket, which is completely non-transferable except through our resale platform.

“The barcode gets renewed constantly, so you can’t print it and send it to someone. For big artists like Harry or Ed Sheeran who want personalised tickets, it’s a huge advantage.”

Besides such mobile innovations, tickets in Sweden are typically digital and print-at-home.

 

VALUE OF MARKET

According to the last available figures, live accounted for SEK6bn (€560m) or 56% of total Swedish music industry revenue in 2017 [source: Musiksverige]. Local collection agencies STIM, SAMI, and Copyswede all registered growth in 2021 against 2020, and a busy year clearly puts Sweden broadly back on course to complete recovery.

In IQ Magazine’s recent [Aug 22] Swedish market focus, promoter Edward Janson of TADC estimated that overall concert ticket sales are currently around 25% to 30% down on pre-Covid levels, though the backlog of postponed shows and an appetite for major spectacles have seen record numbers through the gates for stadium, arena, and festival shows this summer.

 

SECONDARY TICKETING

Sweden has a busy secondary market driven largely by Viagogo, but its leading primary ticketers also have increasingly tight scalp-proof technologies.

 

INTERNATIONAL / DOMESTIC SPLITS & GENRES

A report last year from Export Music Sweden found that Sweden is one of only three net exporters of pop music. The US is first, exporting 4.5 times as much music as it imports, and Sweden is second with an export ratio of 2.7.

The US is first, exporting 4.5 times as much music as it imports, and Sweden is second with an export ratio of 2.7

In concert terms, Swedish acts such as Håkan Hellström and Laleh can fill Gothenburg’s legendary Ullevi stadium, and while many international acts (Ed Sheeran, Rammstein, Bruce Springsteen, and others) still do the same – and most substantial tours make room for at least one Swedish stop – Sweden remains a very strong market for home-grown music.

 

CULTURAL ANALYSIS

Live Nation remains fearsomely strong in Sweden. Its festivals, including Way Out West, Sweden Rock, Summerburst, and Lollapalooza, came back with a vengeance in 2022, alongside its stadium- and arena-sized headline shows.

But there is increasing competition in the form of FKP Scorpio – which will chalk up ten Ullevi stadium concerts this year – and All Things Live, both of whom, like all substantial Scandinavian promoters these days, operate across the region.

 

TAXES & CHARGES

Concerts fall into Sweden’s lowest tax band at 6%. Ticketing agents’ service fees go up to about 8%, though they can be lower, and tend to be included in the advertised ticket price.

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