The global licensing market just hit $389.8 billion.

The global licensing market just hit $389.8 billion.
It grew 5.45% in 2025 faster than the entire global retail market.
The money is real. But here's what most deals still run on: instinct.
IP gets selected on fame, not on signal. Declining properties keep commanding premium fees. Emerging ones get underpriced.
Data changes that.
Over the next two weeks, I'm breaking down how licensing is shifting from gut feeling to signal-reading and what it means for anyone valuing IP.
Are you picking IP on reputation, or on data?
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#Licensing #ConsumerInsights #BrandStrategy #IP