Global Licensing Industry Study

Licensing International’s annual overview of the industry, conducted by Brandar Consulting, features revenue figures broken out by country, category, and business segment. The report also includes historical mapping and trend insights offering a big-picture overview of the global licensing industry as well as details to drill down into the areas that impact the business. Here’s a taste…

Global sales revenue generated by licensed merchandise and services grew to $369.6 billion in 2024, a 3.7% increase over the $356.5 billion generated in 2023.

The Entertainment/Characters sector remains the largest property type at $149.8 billion (a 40.5% share). The second largest sector was Corporate Brands at $95.8 billion (a 25.9% share). Sports was the third largest licensed property type at $40.8 billion with an 11.1% share.

Top performing property categories in 2023 included Non-Profit (+16.8%), Music (+11.6%), and Celebrity (+8.8%). Top performing product categories during the same period included Software/Video Games/Apps (+9.6%), Food & Beverage (+5.6%), and Location-Based Experiences/Attractions/Promotions (+5.5%).

The complete 2025 report, including regional and country-by-country breakdowns for major markets, is now available!