Online tickets to hit US$ 100B by 2029

Driven by technology and new consumer habits, 46% of people set aside budget for events. The global online ticketing market is growing rapidly and is expected to reach US$ 101.36 billion (R$ 574.7 billion) by 2029, according to a study by Market Research Future. This projection reflects the ongoing digitization of events, the rise of live entertainment, and consumers’ demand for more connected and personalized experiences.

In Brazil, the market is also expanding, despite a lack of consolidated data. PwC projects that the entertainment and media sector will reach US$ 41.3 billion (around R$ 240 billion) by 2027. According to Abrape, the events industry grew by 19% in 2024, with revenues of US$ 51 billion. The online ticketing segment alone generated US$ 81 million that year.

Around 330 companies are currently active in Brazil, covering everything from large concerts and festivals to smaller events like lectures, courses, mentorships, cinema, and theater. Sporting events and regional festivities are also part of this ecosystem. Among the leading players is Ingresse, increasingly recognized as a technology leader in ticketing across Latin America.

Recent data from Serasa shows that 46% of Brazilians allocate part of their monthly budget to shows and events. Another study, by Viagogo in partnership with YouGov, found that 43% of respondents would give up alcohol to attend live shows.

As the sector becomes more digital, new technologies have been incorporated, including smart access control, cashless systems, digital wallets, and facial recognition. According to consultancy McKinsey, 71% of consumers expect personalized experiences from brands—a trend now deeply embedded in the ticketing and event planning market.

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Published on June 3, 2025