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Campaign ME
6 days ago
- Business
- Campaign ME
Platinumlist reveals Saudi consumer ticketing trends
Platinumlist, a Saudi-based online ticketing platform, examines key changes and trends in the industry. Over the past few years, Vision 2030 and the General Entertainment Authority (GEA) initiatives have driven major investment in cultural and entertainment projects. Saudi Arabia's entertainment sector is expected to reach about SAR 17.36 billion by 2030, driven by digitalisation, diversified event formats, and changes in audience behaviour. According to Platinumlist, 70 per cent of tickets are now purchased via mobile, with 31 per cent bought on the same day, reflecting a shift toward spontaneous, mobile-first experiences. Event formats have multiplied and diversified at an unprecedented rate. Between 2016 and 2017, Arabic pop concerts accounted for nearly 100 per cent of all public events, which was both culturally acceptable and logistically feasible at the time. Consumer behaviour and trends Platinumlist's internal data reveals that, as of now no single category dominates. Audiences are engaging with a much wider range of events like experiential formats (attractions, immersive zones, seasonal festivals – 24 per cent), Arabic Music & Concerts (23 per cent) Family & Cultural Content (kids events, lifestyle, national days – 13 per cent), Youth & Niche Segments (EDM, anime, gaming, underground – 13 per cent), business & conferences (3 per cent). 'The primary purchasing pattern involves pairs or small groups, with an average of 2.2 to 2.6 tickets per order, although this varies by event category. Consumer interest in comprehensive entertainment formats is characterised by group attendance (average tickets per order: 2.7 for Attractions, 3.3 for Kids Events),' said Moayad Qudus, Senior Business Development Manager at Platinumlist. He adds, 'Arabic events consistently demonstrate high demand over many years, reflecting stable cultural preferences.' Individual purchases are more typical for event categories such as EDM (1.9), Art (1.7) and Anime & Gaming (1.7). Men aged 25–34 remain the dominant and growing segment of ticket buyers, accounting for 25.2 per cent in 2025. The fastest growth is demonstrated by women in the same age group (25–34 years), whose share has increased to 16.1 per cent, making them a key emerging audience. What's more important, the female audience has risen significantly, from just 1.7 per cent of the tracked digital audience in 2017 to 42.4 per cent in 2025. Stable, moderate interest in ticket purchases persists among men and women aged 35–44. Older age groups (55+) show a consistent decrease in activity, reaching a very low level of engagement in the last year (3.8 per cent). As the young audience is the core segment, mobile sales now account for over 70 per cent of all transactions, with dynamic QR codes ensuring secure entry and cutting ticket fraud by 85 per cent. Accessible same-day ticketing is dominant Ticket-buying behaviour has transformed, with a major shift from dominant mid-range planning (73 per cent in 2017) towards last-minute purchases (51 per cent in 2025) and a notable rise in long-term planning in recent years. The report highlights the following buying behaviour changes: Last-Minute Decisions (Same day or 1 day before): from 12.2 per cent in 2017 to 51.0 per cent in 2024, keeping the trend in 2025 Early Purchases (2-4 days before the event): 14.7 per cent in 2017, peaking during 2020 at 42.3 per cent, and then normalising to 19 per cent in 2024 and 2025. Mid-Range Planning (5-14 days before): dominant purchasing behaviour (73.0 per cent) in 2017, with a drop tendency in the last three years to 21.3 per cent in 2025. Long-Term Planning Purchases (14 days+): almost negligible (less than 1 per cent till 2023) at the start, this segment shows growth in 2024 (14.72 per cent) and 2025 (18.85 per cent). 'This rise in last-minute purchases may reflect enhanced event accessibility and spontaneous decision-making', said Moayad Qudus, Senior Business Development Manager at Platinumlist. 'At the same time, the growth in long-term planning could be driven by an increasing number of high-demand international events that require early ticket acquisition.' Accessibility has improved both in price and frequency. Average ticket order values have fallen from SAR 1,400 in 2018 to around SAR 250 today. This means that events become a more affordable and frequent part of everyday life, and are open to a new audience mix, including families, students, and youth segments. That's why the most affordable and popular categories in the last three years are attractions (SAR 109 on average) and Festivals (SAR 213 on average). With the entertainment sector projected to grow at a 10.44 per cent compound annual growth rate (CAGR), Saudi Arabia holds significant potential to shape the global entertainment landscape. Combining its unique cultural heritage with innovative approaches, the Kingdom is well-positioned to achieve its vision of becoming a hub for world-class events and tourism.
Al Arabiya
29-05-2025
- Business
- Al Arabiya
Saudi Arabia's entertainment sector surges as Platinumlist marks decade of massive growth
Saudi Arabia's entertainment sector is undergoing a dramatic transformation, with its market projected to reach $4.63 billion by 2030. Platinumlist, the premier ticketing platform operating across the Middle East, has released a new report detailing a decade of change in Saudi Arabia's event landscape – highlighting evolving consumer behavior, digitalization and the rise of immersive formats. For more news on Saudi Arabia, visit our dedicated page. Fueled by Vision 2030 and the General Entertainment Authority's push for private-sector participation, more than 3,700 businesses are now engaged in the Kingdom's entertainment industry. Platinumlist, which opened its first office in Saudi Arabia ten years ago, said it has invested $27.9 million in technology and local talent since entering the market. 'Vision 2030 and its initiatives have been instrumental in transforming Saudi Arabia's tourism industry in all sectors, such as Sport, entertainment, and business sectors,' Moayad Qudus, Senior Business Development Manager at Platinumlist, told Al Arabiya English. From concerts to culture hubs Public events in Saudi Arabia have evolved far beyond the Arabic pop concerts that dominated the market in 2016 and 2017, according to Platinumlist. Today, no single category leads, with experiential formats such as immersive zones and seasonal festivals accounting for 24 percent of events, followed by Arabic music and concerts (23 percent), family content (13 percent), youth-focused segments (13 percent), and business conferences (3 percent). Flagship events like Formula 1, Riyadh Season's Winter Wonderland, and the Diriyah Biennale have helped elevate the Kingdom's global profile, while inbound tourist spending reached approximately $40.95 billion in 2024, the platform highlighted in its report. Immersive tech and entertainment destinations Saudi Arabia is moving beyond individual events to create multi-purpose entertainment destinations, Platinumlist's report revealed. Locations like Qiddiya and AlUla blend music, art, and outdoor experiences into a single venue. Digital innovation – including AI-driven personalization, AR/VR integration, and smart crowd control – is now standard. 'The integration of culture, creativity, and cutting-edge tech is shaping once-in-a-lifetime experiences that define Saudi's unique entertainment identity,' Qudus said. 'By opening the market to private investment and building world-class venues across the Kingdom, these programs have driven growth and diversity in the entertainment sector,' he told Al Arabiya English. 'Looking ahead, continued public–private collaboration and a focus on immersive, technology-driven experiences will further reinforce Saudi Arabia's position as a global entertainment hub.' Shifting consumer habits Consumer habits have also shifted sharply in recent years, according to Platinumlist. In 2017, 73 percent of buyers planned events weeks in advance. Today, 31 percent purchase tickets just hours or days ahead, with mobile transactions now representing over 70 percent of all sales. Saudi Arabia was the first GCC country to implement mobile ticketing with dynamic QR codes, which Platinumlist said has reduced fraud by 85 percent. Ticket affordability has also improved, the platform said. The average order value dropped from $373 in 2018 to about $66.65 in 2025, opening access to a wider audience that includes students, families, and younger demographics, the report stated. A decade of milestones Platinumlist now partners with over 300 organizers across Saudi Arabia, including the Ministry of Culture, the Saudi Motorsport Company and the Esports Authority. The company has supported ticketing for more than 1,500 events nationwide, underlining its role in the Kingdom's entertainment evolution. With the entertainment sector expected to grow at a compound annual rate of 10.44 percent, Saudi Arabia is positioning itself not just as a regional leader, but as a global destination for world-class experiences.
