The sun is finally out and the festival season is fast approaching. But some of the biggest events are still struggling to sell tickets.
Last year, Mixmag wrote an article covering the cost of living and difficulties of putting on a festival in a post-covid environment, resulting in record high ticket prices.
In an Obsurvant poll, we surveyed 2,052 respondents who attend festivals and concerts throughout the year. The most surprising stat was that of those who plan to attend a festival this summer, 60% stated that they have not yet bought a ticket (for at least one of them).
When asked why, it’s clear that consumer behaviours are changing. With more festivals than ever before, the rise of second-hand ticket sites and spontaneous post-pandemic booking trends, it’s going to be interesting to see how festivals and events adapt.
Putting lineups aside, it is the festivals that provide an ‘immersive experience’ and manage to build a community that returns year after year that are clearly coming out on top (as a number of our recent projects have shown).
