Nearly half of the UK’s music fans have scaled back on purchasing festival tickets in 2024 in light of spiralling ticket prices, according to a new survey conducted by PIRATE.COM. The survey, which included 1,700 festivalgoers, found that 44% of respondents bought fewer tickets this year, primarily due to soaring costs at the time of a cost of living crisis.
This trend aligns with a recent study by The Association of Independent Festivals (AIF), which reported that over 40 UK festivals have cancelled their 2024 editions. The cancellations were largely attributed to high production costs and insufficient ticket sales, painting a grim picture for the festival circuit.
David Borrie, CEO of PIRATE.COM, emphasised the need for government intervention to sustain the festival scene. “There’s a strong culture among musicians and music fans to support the acts, promoters, and venues they love, whether by buying tickets, merchandise, or records. However, with ticket prices being what they are, the scene can’t sustain the festival circuit on its own. Government support is now essential,” he said.
Despite the financial strain, the survey revealed that 47% of respondents still plan to attend at least two festivals in 2024, demonstrating a resilient demand for live music experiences. However, 27% of festivalgoers have opted out entirely this year, likely deterred by the steep rise in ticket prices. For instance, a Glastonbury ticket now costs £355, a significant increase that has priced out many fans.
When it comes to spending limits, nearly half of the respondents (49%) indicated they wouldn’t pay more than £200 for a festival ticket. Breaking it down further, 31% are capping their spend at £199, and 18% won’t go over £100. On the other hand, 27% are willing to stretch to £299, and a small group (15%) might even consider spending as much as £399. The survey also highlighted a shift in festivalgoers’ preferences, with 29% choosing to stick with their favourite festivals rather than exploring new ones.
Jack Robinson, Managing Director of The Pack Group, which handles marketing for festivals like Cross the Tracks and City Splash, noted a significant increase in the uptake of early bird deals and payment plans. These options have become essential for many fans trying to manage the financial burden of attending festivals.
The findings underscore a critical juncture for the UK’s festival industry. While the passion for live music remains strong, the financial realities are forcing fans to make tough choices, indicating that without substantial support, the vibrant festival culture that has long been a hallmark of the UK’s music scene may face an uncertain future.
