A new study from Ticketmaster shows that music festivals have evolved far beyond their traditional role, transforming into a cornerstone of modern culture. According to the State of Play: Festivals 2025 report, today’s festivals are not simply about live music; they are a vital space for family holidays, solo travel, and a reflection of shifting societal values. As Sarah Slater, SVP of Music & Festivals at Ticketmaster UK, notes, fans are now seeking “culture and moments that mean something” alongside the performances.
The research indicates a significant move toward family-oriented events. More than half of all UK festivalgoers already attend with relatives, and an additional 27% are open to the idea, proving that these gatherings are becoming a truly multigenerational affair. In fact, the report finds that 73% of parents believe festivals surpass traditional holidays for introducing children to new cultures, and a remarkable 67% say they lead to better family memories. This trend is demonstrated by a 155% year-on-year increase in attendance from young campers at Camp Bestival in Dorset.
The festival audience itself is diversifying, with nearly a third of all attendees now travelling alone. The data also reveals that a majority of attendees (66%) are over 35, showing that Millennials and Gen X are a core part of the culture. This new audience is more discerning than ever, with ethical concerns influencing their choices. A substantial 67% of fans state that a festival’s sustainability practices impact their ticket purchase, while 77% want to see a greater focus on reducing waste.
Today’s festival experience is also shaped by technology and a desire for practical comfort. Social media is integral to the journey, with a third of attendees documenting their experience as part of the ritual and a quarter discovering new festivals through social platforms. Furthermore, the definition of a VIP experience has changed. Nearly half of all attendees (47%) now upgrade their tickets to gain access to better facilities, such as improved toilets and showers, showing that for a modern festivalgoer, comfort and convenience are now a top priority.
