Market Insights Digital eServices Event Tickets

Music Events - Nigeria

Nigeria

Revenue in the Music Events market is projected to reach €19.37m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 2.86%, resulting in a projected market volume of €21.68m by 2028.
In the Music Events market, the number of users is expected to amount to 839.8k users by 2028.
User penetration will be 0.4% in 2024 and is expected to hit 0.3% by 2028.
The average revenue per user (ARPU) is expected to amount to €23.57.
In global comparison, most revenue will be generated in the United States (€15,580.00m in 2024).
With a projected rate of 25.8%, the user penetration in the Music Events market is highest in Denmark.

Key regions: India, Japan, Europe, China, Asia

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Analyst Opinion

The Music Events market in Nigeria has been experiencing significant growth in recent years.

Customer preferences: Nigerians have a deep appreciation for music and live performances, making the Music Events market a thriving industry in the country. The younger population, in particular, is highly enthusiastic about attending music events, with a strong preference for both local and international artists. Music festivals and concerts are seen as social gatherings and opportunities for Nigerians to showcase their fashion sense and cultural identity. Additionally, the rise of social media has played a crucial role in amplifying the popularity of music events, as attendees share their experiences online, attracting more interest and creating a sense of FOMO (fear of missing out) among others.

Trends in the market: One of the key trends in the Music Events market in Nigeria is the increasing number of international artists performing in the country. This can be attributed to the growing recognition of Nigeria as a vibrant music hub in Africa. As a result, major global music acts are including Nigeria in their tour schedules, capitalizing on the large fan base and potential revenue opportunities. Furthermore, the emergence of local music festivals has also contributed to the growth of the market. These festivals provide a platform for both established and upcoming Nigerian artists to showcase their talent, fostering a sense of pride and unity among the local music community.

Local special circumstances: Nigeria's diverse cultural heritage has played a significant role in shaping the Music Events market. The country is home to a wide range of musical genres, including Afrobeat, Afrobeats, Highlife, Juju, and Fuji, among others. This rich musical heritage has not only attracted international artists but has also encouraged the growth of local music events. Nigerian music events often incorporate traditional elements, such as dance and costumes, giving attendees a unique and immersive experience. Additionally, the large population and urbanization of major cities like Lagos and Abuja have created a concentrated market for music events, with a high demand for entertainment.

Underlying macroeconomic factors: The growing middle class in Nigeria has contributed to the expansion of the Music Events market. With increasing disposable income, more Nigerians are able to afford tickets to music events, leading to higher attendance rates. Additionally, the rise of digital music platforms and streaming services has made music more accessible to the general population, increasing their exposure to various artists and genres. This has created a larger fan base and a heightened interest in attending live music events. Furthermore, the government's efforts to promote tourism and cultural exchange have also played a role in attracting international artists and boosting the Music Events market in Nigeria. In conclusion, the Music Events market in Nigeria is thriving due to the country's deep appreciation for music, the growing popularity of local and international artists, the diverse cultural heritage, and the underlying macroeconomic factors such as the expanding middle class and government support. The market is expected to continue growing as more music events are organized and attended by enthusiastic Nigerians.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.