REGIONAL PROFILES
THE NORDICS POPULATION: 5.6m (DK); 5.5m (FI); 5.3m (NO); 9.9m (SE) INTERNET USERS: 5.4m (DK); 5m (FI); 5m (NO); 9m (SE) GDP/CAPITA: $49,600 (DK); $44,000 (FI); $70,600 (NO); $51,300 (SE) ACTIVE SMARTPHONES: 6.9m (DK); 7.4m (FI); 5.8m (NO); 12.6m (SE)
T
he Nordic countries punch above their weight when it comes to live entertainment. Comparatively low in population, they have strong average attendance for music and family shows, and healthy ticket prices. All arenas report strong financial results for 2017, with corresponding growth in demand for VIP facilities from individuals. One sign of the robust market is the increasing number of arenas being built, including Copenhagen’s Royal Arena, which opened in 2016, and two under development in Finland. The arenas responding to our survey hosted a total of 412 events in 2017, worth €86.6million.
Attendance
Arenas in the Nordic countries saw slightly below average total attendance levels in 2017, with 5,590, compared with a European average of 6,036. However, music and family concerts achieved above average attendances, drawing 8,288 (survey music average: 7,327), and 4,728 (survey family show
REGIONAL MAP n = Denmark, Finland, Norway & Sweden
average: 3,828), respectively. Sport, which made up 57% of events among the arenas surveyed, drew average audiences of 4,980 (5,471). Comedy drew an average 5,460 (6,940), and miscellaneous events sold on average 5,113 tickets (6,118). Music constituted 19% of the programmes, but achieved 43% of total spend, at €37.4m. However, while sport dominated the calendars, it accounted for 37% of spend, worth €31.9m. Family shows made up 18% of all events taking place, and were responsible for bringing in 15% of all spend (€13.5m). “The market for live events in Sweden is really strong,” says Daniel Stålbo from AEG-owned Stockholm Live, which runs Ericsson Globe (cap. 16,000), Tele2 Arena (40,000), Hovet (9,000), and Annexet (3,500). It recently took on the 60,000-capacity Friends Arena too. “Tourism is growing, and we’re see a rising interest in live events in Stockholm. More and more events sell out faster and are adding extra shows. It is particularly good to see the growing interest for local acts and shows, and smaller, new, creative festivals.” Business is also good in the Finnish capital, Helsinki, where Kimmo Kivisilta at the 15,500-capacity Hartwall Arena reports hosting 138 events including sold-out sports events such as the world figure skating championship. Forthcoming shows include Roger Waters, The Killers, and Walking with Dinosaurs. Also in Finland, the Gatorade Center (cap. 11,820) in Turku had a very successful 12 months, says Toni Autio. “Event days have grown significantly, and as a
“Obviously, we live in one of the richest parts of the world, so for really hot artists we’re able to charge a lot of money, but so do the other countries in Europe even though they might have 20m more people than we do.” Martin Nielsen, Live Nation Norway
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