Ticketmaster has released its State of Play Festivals 2025 report, offering new insights into how audiences in the UK are engaging with live events.

Drawing on survey responses from 2,000 festivalgoers and transactional ticketing data, the study points to significant shifts in family attendance, solo experiences, sustainability expectations, and buying habits.

One of the most notable findings is the growing role of festivals as family occasions. Nearly half of parents now view them as an alternative to traditional holidays, with demand for child-friendly facilities and activities on the rise. Events such as Camp Bestival have reported sharp increases in family camping ticket sales, particularly among parents with children under five.

Solo attendance has also become more common. While just 8% of fans reported going alone in 2019, nearly one in three now say they have attended solo, with dedicated camping areas and initiatives introduced at major festivals to support this trend.

Sustainability continues to shape decision-making. Almost 80% of festivalgoers now expect waste reduction measures, while two-thirds say low-carbon travel options and environmentally conscious practices influence their ticket choices.

Technology and social media are increasingly central to the festival experience. A quarter of fans discover new events via platforms such as Instagram and TikTok, and most revisit photos and videos long after the weekend. Many are also calling for improved Wi-Fi, charging stations, and designated “selfie zones.”

VIP demand remains strong, particularly among younger audiences. Better facilities—such as upgraded toilets, showers, and rest areas—are the primary drivers of premium upgrades, rather than exclusivity.

When it comes to ticket buying, loyalty to the festival brand itself appears to be strengthening. Nearly one in five fans now purchase tickets before any acts are announced, tripling the rate seen in 2019. Ticketmaster data shows booking peaks in September, December, and January, with many fans choosing day passes for convenience.

Festivals also remain an important space for artist discovery. Around a third of attendees add newly discovered acts to playlists or social media after events, extending engagement well beyond the live performance.

“Festivals today go far beyond the music—they’re about culture, community, and connection,” said Sarah Slater, Senior Vice President of Music & Festivals at Ticketmaster UK, in the report’s introduction.

Key factors from the Ticketmaster State of Play Festivals 2025 report:

• Festivals as family holidays
  Nearly 50% of parents now consider festivals a genuine alternative to traditional family vacations. Notably, Camp Bestival saw a 155% year-on-year increase in weekend camping tickets for children aged 2–4.

• Rise of solo attendance
  About 29% of fans have attended a weekend festival solo, and 18% have been to a day festival alone—up significantly from just 8% in 2019.

• Sustainability expectations
  Nearly 80% of festival-goers expect waste reduction efforts, and 66% value low-carbon travel options when choosing tickets.

• Influence of social media
  A quarter (25%) of fans discover new festivals via social platforms. Additionally, about 33% document their experience through photos or videos, and 29% try to stay present by limiting phone use.

• VIP motivations
  47% of fans upgrade to VIP mainly for improved amenities like toilets, showers, and rest areas. Around 39% are driven by easier access—such as faster entry or shorter queues—and 35% are attracted by upgraded food and hospitality options.

• Ticket buying behavior

  • 19% of fans now purchase festival tickets before any acts are announced—tripling the rate from 6% in 2019.

  • 39% buy after a few artists have been announced, while 23% prefer to wait for the full line-up.

  • In terms of ticket type trends over the past five years:

    • 47% opted for full-weekend tickets

    • 35% chose early-bird tickets

    • 26% bought day passes for weekend festivals

    • 23% used day tickets

• Artist discovery continues post-festival
  About 32% of fans mostly attend for acts they already know, but 34% add newly discovered artists to their playlists or video platforms afterward. Additionally, 27% follow artists they first saw live, and 30% recommend them to others.

The findings underline the evolving role of festivals in UK culture, with experiences increasingly shaped by family participation, sustainability values, digital habits, and lifestyle preferences.

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