Eventbrite Research Shows Growing Consumer Demand for Music Festivals
Eventbrite has released new research that unveils key drivers of music festival attendance and spend. The company partnered with independent research firm, MusicWatch, Inc., to survey over 2,000 18-49 year olds across Australia, US, UK and Canada that attended at least one music festival in the past 12 months.
Key insights from the Eventbrite Australian report include:
Festivals Continue to Capture Hearts and Wallets
Despite industry speculation, attendance at festivals is holding strong with 65 per cent of Australian respondents attending the same number or more music festivals this year compared to last year, and almost half (49 per cent) planning to attend even more festivals next year.
On average, they attend two to three per year and spend about $150 per ticket. More than two-thirds (67 per cent) say they plan to attend festivals for at least a few more years and 59 per cent of Australian respondents report that music festivals give them a feeling of community.
But it’s not all about community – half (50 per cent) of festival goers admitted that they would go to a music festival alone if they really wanted to attend.
Headliners Are the Single Top Reason to Attend
A variety of factors including which friends are going, cost and location impact their decisions to attend; however, the music lineup was listed as the primary reason attendees decide to go to a music festival, with nearly one in three (31 per cent) of festival-goers reporting headlining artists as the absolute most important factor.
Festival-Goers Have Appetite for New & Niche
Groovin the Moo, Falls Festivals and Splendour in the Grass were mentioned as the top festivals attended by survey respondents in 2015.
However, in-line with trends recently observed amongst Australian music festivals, almost half of festival-goers (48 per cent) reported they would rather attend smaller, niche festivals catering to their specific interests over mainstream festivals. The Eventbrite research also shows 41 per cent revealed they would rather go to a new festival they haven’t been to before over one they’ve attended in the past.
“Affinity for the music, community, and social experiences of festivals is incredibly powerful, but with more festivals in the market than ever before, it’s become increasingly harder for those in the industry to differentiate themselves and ultimately turn a profit,” said Russ Crupnick, managing partner, MusicWatch Inc.
“Our research identified a key segment of valuable festival attendees who drive the lion’s share of the business. These hardcore fans are consistently outranking casual festival-goers in virtually all aspects of spending, attending, influence, and engagement.”
Australian Festival-Goers are Willing to Travel
One in four festival attendees have travelled interstate to attend a festival, and more than a third have left their city. This is reflected in the popularity of destination festivals such as Groovin The Moo, Falls Festival and Splendour in the Grass.
When it comes to hardcore festival-goers, 40 per cent have left their state to attend a festival, with 16 per cent travelling outside of Australia. In fact, Coachella festival in Southern California sneaks in at number ten on the top festivals that Aussie hardcore festival fans attended in 2015. Given the expense of international travel from Australia, it proves hardcore festival fans are more than willing to invest in a great festival experience.
Coachella is also one of the most widely broadcast festivals in the world, with every act available to livestream on YouTube — showing that taking your music festival to the global stage can drive attendance from outside of your target region.
Hardcore Festival-Goers make up only 14 per cent of attendees, but drive 80 per cent of spend
This group of frequent festival-goers (14 per cent) are incredibly valuable attendees, driving 80 per cent of the total annual spend at festivals. Hardcore festival-goers (those that average 4 music festivals each year) spend on average $752 per year compared to “casual festival goers” who spend $151, on average. And the fun doesn’t look to be slowing – well over half (59 per cent) of the hardcore festival-goers plan to attend even more festivals next year.
Hardcore festival-goers are much more than just diehard music fans — they love experiences. This social active group are more likely to attend other events around town and are happy to spend their hard-earned cash on great live experiences. Around one in two (45 per cent) of hardcore music lovers attend beer/wine/spirit, arts and entertainment events compared to around one in five (17 per cent and 20 per cent respectively) of casual music goers.
“Being ingrained in this business for the past decade, we’ve witnessed consolidation of key industry players alongside the entrance of new niche festivals and a consistent theme from festival producers and fans alike has been the desire to preserve the authentic atmosphere that makes these experiences so transformational,” said Laura Huddle, head of marketing at Eventbrite Australia.
“Our research indicates that not all festival-goers are created equal and that perhaps the best way for those in the industry to continue to thrive is by tapping into this core group of hardcore fans and what ultimately keeps them coming back for more.”
Please login with linkedin to comment
Eventbrite AustraliaLatest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.