GITNUXREPORT 2026

Licensing Industry Statistics

The global licensing industry continues growing strongly, fueled by entertainment and brand expansion.

Rajesh Patel

Team Lead & Senior Researcher with over 15 years of experience in market research and data analytics.

First published: Feb 13, 2026

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Statistic 1

72% of consumers prefer licensed merchandise in entertainment category.

Statistic 2

45% increase in demand for sustainable licensed products in 2023.

Statistic 3

Gen Z accounts for 38% of licensed apparel purchases globally.

Statistic 4

65% of parents buy licensed toys for brand familiarity.

Statistic 5

Brand loyalty drives 52% of repeat licensing purchases.

Statistic 6

Digital collectibles NFT licensing adopted by 28% of fans in 2023.

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41% of shoppers influenced by celebrity endorsements in licensing.

Statistic 8

E-commerce sales of licensed goods up 25% to 55% of total in 2023.

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67% of millennials seek cross-category licensed products.

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Social media drives 49% of licensing product discoveries.

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56% prefer licensed merchandise over non-branded alternatives.

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Experiential licensing events attended by 33% more consumers in 2023.

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39% growth in female-targeted licensed fashion lines.

Statistic 14

Subscription boxes with licensed items up 18% subscriber base.

Statistic 15

62% of sports fans buy team-licensed apparel annually.

Statistic 16

Eco-friendly licensing appeals to 71% of urban consumers.

Statistic 17

AR/VR licensed experiences used by 24% of gaming consumers.

Statistic 18

48% report higher satisfaction with branded licensed home goods.

Statistic 19

Personalized licensing products demand up 30% via apps.

Statistic 20

55% of foodies prefer character-licensed snacks.

Statistic 21

Gaming IP licensing influences 66% of peripheral purchases.

Statistic 22

44% shift to licensed wellness products post-2022.

Statistic 23

Omnichannel licensing exposure boosts sales 27%.

Statistic 24

Average licensing royalty rate across industries was 8.2% in 2023.

Statistic 25

U.S. licensors reported average revenue of $45 million per company in 2022.

Statistic 26

Global licensing royalty payments totaled $28 billion in 2023.

Statistic 27

Entertainment licensing royalties averaged 10.5% of wholesale sales in 2023.

Statistic 28

Sports licensing generated $4.2 billion in royalties for rights holders in 2022.

Statistic 29

Music licensing royalties reached $2.1 billion from streaming in 2023.

Statistic 30

Brand extension licensing yielded 15% profit margins on average in 2023.

Statistic 31

Licensing deal values averaged $5.2 million globally in 2023.

Statistic 32

U.S. licensing industry EBITDA margin was 22% in 2022.

Statistic 33

Advance payments in licensing contracts averaged $1.8 million in 2023.

Statistic 34

Guaranteed minimum royalties constituted 65% of total payments in 2022.

Statistic 35

Fashion licensing royalties per deal hit $3.4 million average in 2023.

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Tech IP licensing revenue $120 billion globally in 2023.

Statistic 37

Average audit recovery in licensing was 2.5% of reported sales in 2022.

Statistic 38

Cross-border licensing royalties grew 8% to $15 billion in 2023.

Statistic 39

Toy licensing minimum guarantees averaged $750,000 per property in 2023.

Statistic 40

Celebrity endorsement licensing fees averaged $2.5 million in 2022.

Statistic 41

Video game IP licensing royalties 12.3% rate in 2023.

Statistic 42

Publishing licensing advances $1.2 million average in 2023.

Statistic 43

Health product licensing royalties 9.8% average in 2022.

Statistic 44

Automotive brand licensing revenue $1.1 billion in royalties 2023.

Statistic 45

Food licensing deal NPV averaged $10 million in 2023.

Statistic 46

Home decor licensing profit share 55/45 licensor/licensee average.

Statistic 47

QSR licensing franchise fees 6% of sales in 2023.

Statistic 48

Digital content licensing revenue per user $4.50 annually in 2023.

Statistic 49

Entertainment licensing accounted for 42% of total industry royalties in 2023.

Statistic 50

U.S. represents 40% of global licensing market share in 2023.

Statistic 51

China licensing market grew 10.2% to $68 billion in 2023.

Statistic 52

Europe licensing sales €82 billion, 24% of world total 2022.

Statistic 53

Japan character licensing $19 billion, highest per capita.

Statistic 54

Latin America licensing up 7% to $12 billion in 2023.

Statistic 55

Middle East licensing market $5.4 billion, 15% CAGR since 2019.

Statistic 56

Canada licensing industry $9.8 billion CAD in 2023.

Statistic 57

Australia/New Zealand combined $4.2 billion AUD 2022.

Statistic 58

India licensing market exploded 14% to $3.5 billion in 2023.

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Brazil leads South America with $6.1 billion licensing sales.

Statistic 60

Germany €18 billion, largest EU licensing market 2023.

Statistic 61

UK post-Brexit licensing steady at £4.8 billion in 2023.

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South Korea entertainment licensing $11 billion K-pop driven.

Statistic 63

Africa licensing nascent at $2.1 billion, 20% growth 2023.

Statistic 64

Mexico licensing $4.7 billion, 8% regional lead 2022.

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France luxury licensing €12 billion in 2023.

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Southeast Asia $15 billion combined, Vietnam up 18%.

Statistic 67

Russia licensing resilient at $3.2 billion despite sanctions 2023.

Statistic 68

UAE licensing hub $2.8 billion, events sector strong.

Statistic 69

Spain licensing €6.5 billion, tourism IP key 2022.

Statistic 70

Emerging markets 28% of global growth in licensing 2023.

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Character licensing dominated with 35% market share in toys sector in 2023.

Statistic 72

Sports licensing represented 18% of U.S. market in 2022.

Statistic 73

Fashion and apparel licensing grew 9% in Europe 2023.

Statistic 74

Music licensing sync deals up 22% for TV/film in 2023.

Statistic 75

Video games licensing IP from entertainment 65% of deals in 2023.

Statistic 76

Corporate brands licensing in consumer goods 25% share in 2022.

Statistic 77

Celebrity licensing strongest in beauty sector at 40% in 2023.

Statistic 78

Publishing IP licensing into apps 30% growth in 2023.

Statistic 79

Automotive licensing in merchandise 12% of auto sector licensing.

Statistic 80

Food & beverage character licensing $8 billion sales 2023.

Statistic 81

Home & lifestyle licensing up 11% post-pandemic 2023.

Statistic 82

Quick service restaurant licensing 22% market penetration in fast food.

Statistic 83

Tech licensing in wearables 18% of consumer tech market 2022.

Statistic 84

Health & wellness licensing from celebrities 28% share 2023.

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Toy licensing from video games 45% of new properties 2023.

Statistic 86

Sports team licensing in apparel 55% dominance 2022.

Statistic 87

Entertainment IP in publishing 32% of licensed books 2023.

Statistic 88

Fashion designer licensing extensions into home 20% growth 2023.

Statistic 89

Music publishing licensing 70% digital streams in 2023.

Statistic 90

The global licensing industry generated $345 billion in retail sales of licensed products in 2023, representing a 5.2% year-over-year growth.

Statistic 91

Brand licensing accounted for 78% of the total global licensing market value in 2022.

Statistic 92

The U.S. licensing market size reached $138 billion in 2023, up from $131 billion in 2022.

Statistic 93

Licensing industry projected to grow at a CAGR of 4.8% from 2023 to 2028 globally.

Statistic 94

Entertainment licensing segment grew by 7.1% in 2023, driven by streaming content.

Statistic 95

Global character and entertainment licensing retail sales hit $150 billion in 2022.

Statistic 96

Licensing market in Europe expanded to €75 billion in 2023.

Statistic 97

Corporate trademarks licensing contributed $45 billion to the global market in 2022.

Statistic 98

The licensing industry saw a 12% rebound in 2022 post-COVID slowdown.

Statistic 99

Projected global licensing market to reach $425 billion by 2027.

Statistic 100

Sports licensing generated $28.5 billion in retail sales worldwide in 2023.

Statistic 101

Video game licensing market valued at $22 billion in 2023.

Statistic 102

Licensing industry employment reached 1.2 million jobs globally in 2022.

Statistic 103

Asia-Pacific licensing market grew 6.3% to $92 billion in 2023.

Statistic 104

Music licensing revenue increased to $15.9 billion in 2023.

Statistic 105

Global licensing deals numbered over 25,000 in 2023.

Statistic 106

Fashion licensing segment valued at $18 billion in 2022.

Statistic 107

The industry’s CAGR from 2018-2023 averaged 4.2%.

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UK licensing market hit £4.5 billion in 2023.

Statistic 109

Digital licensing grew 15% to $35 billion globally in 2023.

Statistic 110

Celebrity licensing contributed $12 billion in sales in 2022.

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Automotive licensing market reached $8.5 billion in 2023.

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Licensing industry R&D investment totaled $2.1 billion in 2022.

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Global toy licensing sales $110 billion in 2023.

Statistic 114

Food and beverage licensing grew to $22 billion in 2023.

Statistic 115

Publishing licensing market $16 billion worldwide in 2022.

Statistic 116

Health and beauty licensing $14.5 billion in 2023.

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Home goods licensing segment $28 billion in 2022.

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Quick-service restaurant licensing $19 billion in 2023.

Statistic 119

Overall licensing market penetration in retail was 12% in 2023.

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From beloved characters on our t-shirts to the familiar logos on our everyday gadgets, the global licensing industry quietly powers a staggering $345 billion retail empire that’s growing faster than ever.

Key Takeaways

The global licensing industry generated $345 billion in retail sales of licensed products in 2023, representing a 5.2% year-over-year growth.
Brand licensing accounted for 78% of the total global licensing market value in 2022.
The U.S. licensing market size reached $138 billion in 2023, up from $131 billion in 2022.
Average licensing royalty rate across industries was 8.2% in 2023.
U.S. licensors reported average revenue of $45 million per company in 2022.
Global licensing royalty payments totaled $28 billion in 2023.
Character licensing dominated with 35% market share in toys sector in 2023.
Sports licensing represented 18% of U.S. market in 2022.
Fashion and apparel licensing grew 9% in Europe 2023.
72% of consumers prefer licensed merchandise in entertainment category.
45% increase in demand for sustainable licensed products in 2023.
Gen Z accounts for 38% of licensed apparel purchases globally.
U.S. represents 40% of global licensing market share in 2023.
China licensing market grew 10.2% to $68 billion in 2023.
Europe licensing sales €82 billion, 24% of world total 2022.

The global licensing industry continues growing strongly, fueled by entertainment and brand expansion.

Consumer & Brand Trends

72% of consumers prefer licensed merchandise in entertainment category.
45% increase in demand for sustainable licensed products in 2023.
Gen Z accounts for 38% of licensed apparel purchases globally.
65% of parents buy licensed toys for brand familiarity.
Brand loyalty drives 52% of repeat licensing purchases.
Digital collectibles NFT licensing adopted by 28% of fans in 2023.
41% of shoppers influenced by celebrity endorsements in licensing.
E-commerce sales of licensed goods up 25% to 55% of total in 2023.
67% of millennials seek cross-category licensed products.
Social media drives 49% of licensing product discoveries.
56% prefer licensed merchandise over non-branded alternatives.
Experiential licensing events attended by 33% more consumers in 2023.
39% growth in female-targeted licensed fashion lines.
Subscription boxes with licensed items up 18% subscriber base.
62% of sports fans buy team-licensed apparel annually.
Eco-friendly licensing appeals to 71% of urban consumers.
AR/VR licensed experiences used by 24% of gaming consumers.
48% report higher satisfaction with branded licensed home goods.
Personalized licensing products demand up 30% via apps.
55% of foodies prefer character-licensed snacks.
Gaming IP licensing influences 66% of peripheral purchases.
44% shift to licensed wellness products post-2022.
Omnichannel licensing exposure boosts sales 27%.

Consumer & Brand Trends Interpretation

Today's licensing landscape reveals a consumer who, in a delightful paradox, demands both the authentic comfort of a trusted brand and a seat at the sustainability table, proving their wallet is won not just by nostalgia, but by a savvy conscience and a digital-first discovery journey.

Financial Metrics

Average licensing royalty rate across industries was 8.2% in 2023.
U.S. licensors reported average revenue of $45 million per company in 2022.
Global licensing royalty payments totaled $28 billion in 2023.
Entertainment licensing royalties averaged 10.5% of wholesale sales in 2023.
Sports licensing generated $4.2 billion in royalties for rights holders in 2022.
Music licensing royalties reached $2.1 billion from streaming in 2023.
Brand extension licensing yielded 15% profit margins on average in 2023.
Licensing deal values averaged $5.2 million globally in 2023.
U.S. licensing industry EBITDA margin was 22% in 2022.
Advance payments in licensing contracts averaged $1.8 million in 2023.
Guaranteed minimum royalties constituted 65% of total payments in 2022.
Fashion licensing royalties per deal hit $3.4 million average in 2023.
Tech IP licensing revenue $120 billion globally in 2023.
Average audit recovery in licensing was 2.5% of reported sales in 2022.
Cross-border licensing royalties grew 8% to $15 billion in 2023.
Toy licensing minimum guarantees averaged $750,000 per property in 2023.
Celebrity endorsement licensing fees averaged $2.5 million in 2022.
Video game IP licensing royalties 12.3% rate in 2023.
Publishing licensing advances $1.2 million average in 2023.
Health product licensing royalties 9.8% average in 2022.
Automotive brand licensing revenue $1.1 billion in royalties 2023.
Food licensing deal NPV averaged $10 million in 2023.
Home decor licensing profit share 55/45 licensor/licensee average.
QSR licensing franchise fees 6% of sales in 2023.
Digital content licensing revenue per user $4.50 annually in 2023.
Entertainment licensing accounted for 42% of total industry royalties in 2023.

Financial Metrics Interpretation

While these statistics reveal licensing as a lucrative, $28 billion global game of "pay-to-play-our-idea," the real treasure isn't just in the average 8.2% royalty, but in the meticulous audits that claw back an extra 2.5% from those who thought they could creatively account for their success.

Global & Regional Data

U.S. represents 40% of global licensing market share in 2023.
China licensing market grew 10.2% to $68 billion in 2023.
Europe licensing sales €82 billion, 24% of world total 2022.
Japan character licensing $19 billion, highest per capita.
Latin America licensing up 7% to $12 billion in 2023.
Middle East licensing market $5.4 billion, 15% CAGR since 2019.
Canada licensing industry $9.8 billion CAD in 2023.
Australia/New Zealand combined $4.2 billion AUD 2022.
India licensing market exploded 14% to $3.5 billion in 2023.
Brazil leads South America with $6.1 billion licensing sales.
Germany €18 billion, largest EU licensing market 2023.
UK post-Brexit licensing steady at £4.8 billion in 2023.
South Korea entertainment licensing $11 billion K-pop driven.
Africa licensing nascent at $2.1 billion, 20% growth 2023.
Mexico licensing $4.7 billion, 8% regional lead 2022.
France luxury licensing €12 billion in 2023.
Southeast Asia $15 billion combined, Vietnam up 18%.
Russia licensing resilient at $3.2 billion despite sanctions 2023.
UAE licensing hub $2.8 billion, events sector strong.
Spain licensing €6.5 billion, tourism IP key 2022.
Emerging markets 28% of global growth in licensing 2023.

Global & Regional Data Interpretation

The global licensing industry reveals a familiar but shifting story: the U.S. remains the undisputed heavyweight, yet the true plot twists are unfolding elsewhere, from China's relentless ascent and Japan's per capita passion for characters to the explosive growth in India and Africa's promising, though still nascent, awakening.

Industry Sectors

Character licensing dominated with 35% market share in toys sector in 2023.
Sports licensing represented 18% of U.S. market in 2022.
Fashion and apparel licensing grew 9% in Europe 2023.
Music licensing sync deals up 22% for TV/film in 2023.
Video games licensing IP from entertainment 65% of deals in 2023.
Corporate brands licensing in consumer goods 25% share in 2022.
Celebrity licensing strongest in beauty sector at 40% in 2023.
Publishing IP licensing into apps 30% growth in 2023.
Automotive licensing in merchandise 12% of auto sector licensing.
Food & beverage character licensing $8 billion sales 2023.
Home & lifestyle licensing up 11% post-pandemic 2023.
Quick service restaurant licensing 22% market penetration in fast food.
Tech licensing in wearables 18% of consumer tech market 2022.
Health & wellness licensing from celebrities 28% share 2023.
Toy licensing from video games 45% of new properties 2023.
Sports team licensing in apparel 55% dominance 2022.
Entertainment IP in publishing 32% of licensed books 2023.
Fashion designer licensing extensions into home 20% growth 2023.
Music publishing licensing 70% digital streams in 2023.

Industry Sectors Interpretation

While Mickey Mouse and his character cohorts may have won the toy box with a 35% market stranglehold, the modern licensing game is a frenetic dance floor where sports jerseys claim half the apparel rack, video games inspire nearly half of new toys, and celebrities are cashing in on our collective anxiety for wellness, proving every brand from our favorite pasta sauce to our fitness tracker is secretly dreaming of a merch deal.

Market Size and Growth

The global licensing industry generated $345 billion in retail sales of licensed products in 2023, representing a 5.2% year-over-year growth.
Brand licensing accounted for 78% of the total global licensing market value in 2022.
The U.S. licensing market size reached $138 billion in 2023, up from $131 billion in 2022.
Licensing industry projected to grow at a CAGR of 4.8% from 2023 to 2028 globally.
Entertainment licensing segment grew by 7.1% in 2023, driven by streaming content.
Global character and entertainment licensing retail sales hit $150 billion in 2022.
Licensing market in Europe expanded to €75 billion in 2023.
Corporate trademarks licensing contributed $45 billion to the global market in 2022.
The licensing industry saw a 12% rebound in 2022 post-COVID slowdown.
Projected global licensing market to reach $425 billion by 2027.
Sports licensing generated $28.5 billion in retail sales worldwide in 2023.
Video game licensing market valued at $22 billion in 2023.
Licensing industry employment reached 1.2 million jobs globally in 2022.
Asia-Pacific licensing market grew 6.3% to $92 billion in 2023.
Music licensing revenue increased to $15.9 billion in 2023.
Global licensing deals numbered over 25,000 in 2023.
Fashion licensing segment valued at $18 billion in 2022.
The industry’s CAGR from 2018-2023 averaged 4.2%.
UK licensing market hit £4.5 billion in 2023.
Digital licensing grew 15% to $35 billion globally in 2023.
Celebrity licensing contributed $12 billion in sales in 2022.
Automotive licensing market reached $8.5 billion in 2023.
Licensing industry R&D investment totaled $2.1 billion in 2022.
Global toy licensing sales $110 billion in 2023.
Food and beverage licensing grew to $22 billion in 2023.
Publishing licensing market $16 billion worldwide in 2022.
Health and beauty licensing $14.5 billion in 2023.
Home goods licensing segment $28 billion in 2022.
Quick-service restaurant licensing $19 billion in 2023.
Overall licensing market penetration in retail was 12% in 2023.

Market Size and Growth Interpretation

Despite a global economy that often feels like it's running on fumes and goodwill, the licensing industry casually sidesteps the drama to print nearly half a trillion dollars a year, proving that slapping a trusted name on a product remains the world's most reliably lucrative game of dress-up.

Sources & References

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