“Superfans” Bedrock of UK Festivals, Suggests Study

The UK has a wide variety of festivals for pretty much all tastes running throughout the summer, and according to new research, “superfans” are the bedrock of the UK festival scene.

This core group of “superfans” attend four or more events per year and spend an average of £581 a year on music festivals, often going for VIP or upgraded camping options.

The “superfans” are predominately male, and are also more likely than most consumers to buy music, either on CD or via digital downloads.

These figures are the result of a study of 504 UK residents, who attended at least one festival in the last year. The survey was commissioned by the ticketing website Eventbrite, who said that “superfans” help to “drive the music festivals market”.

They account for a decent chunk of the festival going market at 28%, and over half of them (54%) said they would attend a festival alone. They also spend a little more than the average consumer, roughly £45 more, but the study also found their loyalty is not set in stone.

46% of people studied said that festivals are becoming “too corporate”.

As mentioned at the start of the article, there are a huge amount of festivals in the UK, making for a very crowded market. At the moment, there are more than 100 festivals throughout the year.

According to Music UK, 3.7 million people attend festivals every year, accounting for 39,000 full time jobs. As you might expect, though, the crowded market has squeezed out some festivals due to small profit margins.

There have been several high profile cancellations and complete closures, the biggest one probably being Sonisphere.

However, the latest research does give some hope to festival organisers, with 88% of respondents saying they planned to attend a festival next year and more than half said they would go to more than one.

Paul Reed, who runs the Association of Independent Festivals, said: “It has been a challenging year for some festivals, with inclement weather conditions, general economic uncertainty following Brexit, rising expenditure and heightened security concerns.”

“This research illustrates that the sector remains buoyant, that festival promoters are resilient and will continue to craft unforgettable experiences for audiences, who are keen to return year on year to their favourite events.”

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"Superfans" Bedrock of UK Festivals, Suggests Study
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A new study suggests that "superfans" are the bedrock of UK festivals.