The world’s largest ticket marketplace and global leader in live event ticketing, Ticketmaster, has published its annual State of Play report, investigating the changing landscape of UK festivals.
As UK festivals slowly managed to pull themselves out of the post-covid slump, festivals have evolved into experiences that can bridge the generational gap, promote sustainability and reflect shifting cultural priorities and interests.
The Kids Are Alright.
For many parents, the sun, sea and sand of a package holiday to Malaga is yesterday’s fun as data indicates that 43% of parents are starting to view festivals as a modern alternative to the established traditional holiday.
There are also a plethora of reasons behind this alternative holiday switch-up. 57% of parents have found that there is a heartwarming generational connection to be had watching your child enjoy live music for the first time. Similarly, half of parents just enjoyed the fundamental aspect of a music festival; discovering new music together.
At the forefront of this family backed revolution has been Dorset’s Camp Bestival, a family focused festival that has been attracting crowds since its inception in 2008. According to this latest report, Camp Bestival has seen a year-on-year 155% increase in weekend camping tickets for those aged 2-4, a strong indication that festivals are increasingly accessible for even the youngest families.
There’s a lot to be said about a trip to a foreign country having the ability to introduce children to new cultures and experiences, but now 73% report that festivals are the new way forward to bring eye-opening experiences to the latest generation. As festival lineups continue to diversify, there’s every possibility that the new culture you seek abroad, is coming to a festival stage near you soon.
Solo Adventures.
As the years go by many festival goers are unlocking the joy that can be found in attending a festival solo style. Going at it alone is now a mainstream choice for festival attendees and compared to the 8% that adventured solo in data from the 2019 report, now almost one in three fans have gone alone and nearly one in five say they are open to trying it out. With such a positive increase the question then becomes, why such a huge increase in solo guests?
According to the report, it seems that 38% have realised that going to a festival solo isn’t enough of a reason to miss the opportunity to see a favourite musician perform. However, in order to facilitate this increase, festivals are pushing initiatives dedicated to improving the solo-camper experience, the introduction of solo-specific campsites at Reading and Leeds festival have created a safe space for solo-campers to embrace the freedom of going alone. Although, for 34% the desire to embrace a shared experience with friends and families still exists as a barrier for solo participation.
The Future Is Green.
The discussion and push for a Net-Zero climate is never far removed from the zeitgeist and inevitability the debate around sustainability has reached the festival circuit. According to Ticketmaster’s 2019 report, between then and now – almost 80% of festival goers indicate that sustainability is now an expectation, not a potential extra.
At the forefront of this environmental push are festivals such as London’s Lido. The inaugural 2025 event powered itself with 100% renewable energy from on-site batteries. As well as 100% of vendors having vegetarian options available.
Today, festivals with a conscience are topping the wish list. Two-thirds of fans say sustainability influences their ticket choices, three-quarters want to see less waste, and a similar number expect low-carbon travel options.
Into The Digital Age.
Social media has quickly become centre stage at festivals – helping attendees discover exclusive events, shaping what they do on site, and influencing the spaces organisers create. A third of individuals revealed that documenting the weekend with photos/videos is a core part of the festival experience. From ‘selfie zones’ to introducing stronger wifi signals, festivals are building themselves around the online world. The debate surrounding the increased presence of phones at festivals always boils down to “how often do they actually rewatch these captured memories?”, as it turns out, a large amount do! Three quarters do revisit the videos they take at festivals.
Season Of Luxury.
For many revellers, if you asked them to describe ‘festival luxury’ they would most likely suggest working toilets and a warm shower. And now nearly 50% of festival goers are upgrading to VIP experiences for improved toilets, showers and rest areas.
Data shows that younger fans who’ve tried VIP are keen to go again – around a third of 18–34s, compared to fewer than 1 in 10 over-55s. For many, the real VIP perk is comfort, not exclusivity
In the last few years, VIP access has evolved from the basic hygiene necessities to factor in upgraded food options, exclusive access to behind the scenes areas and faster entry to the festival.
Interestingly, Ticketmaster decided to investigate which regions of the UK had the most consistent showering experience at festivals, with regions such as the South West coming in rarely at 15%> and areas such as London, Wales and Northern Ireland the most common at 30%>.
As UK festivals continue to catch up to the future, what we knew five years ago as the classic ‘muddy weekender’ at Leeds, Reading and Glastonbury will surely be transformed into something else entirely, and here at Pop Scoop – we think that is positive progress.
