Global licensing industry reaches record $369.6 Billion in sales
The global licensing industry reached $369.6 billion in sales of licensed merchandise and services in 2024, according to a new executive summary released by Licensing International. The figure represents a 3.7% increase compared to the previous year and highlights continued growth across entertainment, fashion, sports, corporate brands, and celebrity licensing categories.
Data from 56 countries
The annual study, conducted by Brandar Consulting, analyzed market data from 56 countries and all seven major geographic regions, incorporating licensing information from 935 companies worldwide. According to Licensing International President Maura Regan, the sector continued to outperform the broader global retail market despite ongoing economic uncertainty, driven by strong consumer loyalty toward recognizable brands, characters, and intellectual properties.
Largest segment: entertainment and character licensing
Entertainment and character licensing remained the industry’s largest segment, generating $149.8 billion in revenue. Growth in the category slowed compared with previous years, partly due to Hollywood writers’ and actors’ strikes that delayed film and television productions. However, the market received a boost later in the year from major releases including Wicked, Moana 2, and Sonic the Hedgehog 3. Revenue within the entertainment segment was primarily divided between Film & TV properties and Anime, Gaming, and Social Media franchises.
Especially strong growth
Several licensing categories recorded especially strong growth during 2024. Non-profit licensing increased by 16.8%, while music licensing rose 11.6%. Celebrity, fashion, corporate, and sports licensing also posted gains, reflecting expanding demand for branded consumer products and collaborations across industries.
Regional performance
Regional performance varied across the global market, with South Asia and the Pacific region leading growth at 6.8%. The Middle East and Africa, Eastern Europe, and Latin America also exceeded the overall market average, signaling growing international demand for licensed products and experiences.
Continued dominance of North America
The report additionally highlighted the continued dominance of North America within the licensing economy. The United States and Canada together accounted for approximately 59% of worldwide consumption of licensed goods and services. Entertainment and character properties remained the largest overall category, followed by corporate brands and sports licensing.
Licensing International stated that the full 2025 Global Licensing Industry Study, including detailed country-by-country and regional breakdowns, will be released later this year for members and commercial purchase.