Following the AIF’s announcement at the start of the summer that over 40 festivals were cancelling their 2024 editions – almost unanimously citing rising costs and insufficient ticket sales – new data has emerged showing that 44% of festival-goers are attending fewer festivals in 2024.
This study comes from PIRATE.COM, a global studio network serving over 300,000 artists, which surveyed 1,700 music fans about their festival plans for the year.
According to Pirate’s report, while 44% of festival-goers are attending fewer festivals in 2024, demand remains strong. Despite the downturn, 47% of respondents still purchased tickets for at least two festivals this year, with 10% attending four or more. However, 27% of those who’ve enjoyed festivals in the past are opting out this year, likely due to skyrocketing ticket prices—Glastonbury, for example, hit a record-high £355, with significant increases seen across the board.
David Borrie, the CEO of PIRATE.COM, is the latest to share his thoughts on the pressing need for government support 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.
David Borrie, the CEO of PIRATE.COM
When it comes to spending limits, 49% of respondents said they wouldn’t pay over £200 for a festival ticket. More specifically, 31% set their maximum at £199, and 18% won’t go over £100. Meanwhile, 27% are willing to stretch to £299, and 15% might go as high as £399. The survey also reveals that 20% of festival-goers are now on the hunt for early bird tickets and are taking advantage of payment plans offered by many festivals in recent years. Notably, only 16% of respondents said that rising ticket prices haven’t significantly changed their ticket-buying habits.
Jack Robinson, Managing Director of The Pack Group, which handles marketing for Cross the Tracks and City Splash, observed: “We always offer tiered tickets to give people a discount if they buy early, want to arrive early, or are part of a group. We also offer payment plans, but this year saw the most uptake for sure.”
As ticket prices continue to climb, 29% of festival-goers surveyed said they’re sticking to their favourite festivals, showing loyalty to events they know and trust rather than exploring new experiences. This trend makes it increasingly difficult for newer festivals to sell tickets at inevitably rising prices. Earlier this year, Five Percent For Festivals published a list of 56 festivals that have already cancelled their 2024 events or are shutting down entirely. While 70% of these festivals have been running for less than ten years, the list also includes the UK’s longest-running independent festival, Towersey.
Robinson, who has created seven music festivals across six countries, believes that ‘integrity’ is the most critical factor for a festival’s survival.
DJ, producer, and music fan HARUNA also spoke to Pirate about what they look for from a festival experience: “I’ve attended fewer festivals in the UK this year. I’ll only pay to go to places where I see new DJs and collectives being given a chance, especially female and non-binary artists – not just the same few dominating the scene. Why should I pay to see the same thing again and again?”
In a climate where festivals are forced to hike ticket prices or even close their doors due to rising costs, and with music fans buying fewer tickets, it’s easy to overlook what makes festivals so special. For those who took Pirate’s survey, the chance to see multiple acts in one place, experience the festival atmosphere, and feel part of a community were the top reasons for attending. New music discovery and spending time with family and friends were also strong motivators, showing why many fans are still willing to absorb the increased costs if it means they can make it to a festival or two each year.
