Ticketmaster's 2025 State of Play report reveals a multigenerational shift

22 August 2025 - Press release

73% of parents say music festivals beat traditional family trips - Ticketmaster’s 2025 State of Play report reveals a multigenerational shift

 

- New findings by Ticketmaster outline the shift in festival trends and culture, as it launches its 2025 State of Play Report

- Two-thirds (65%) believe festivals create stronger family memories than traditional trips

- More than two in five (43%) parents even see music festivals as a replacement for the usual summer holiday

- Plus: solo raving, posh loos, eco demands, and Gen Z’s obsession with VIP

 

Festivals are no longer just about the music – they’ve become the go-to alternative for family holidays, solo adventures, and spaces where values matter as much as the line-up. That’s according to the State of Play: Festivals 2025, Ticketmaster’s deep dive into the festival landscape, released today.

The report explores how festivals have evolved into experiences that connect generations, promote sustainability, and reflect shifting cultural priorities.

 

Festivals go family-friendly

Music festivals are gaining traction as a modern alternative to the classic family holiday.

- 73% of parents think festivals beat holidays for introducing kids to new cultures

- 67% say they make better family memories

- 43% now see them as a replacement for the classic summer holiday

 

For many, it’s about more than music:

- 57% say being with their children enjoying live music for the first time is a highlight

- 51% value the shared experiences and bonding time

- 50% enjoy discovering new music together

 

The trend is backed by attendance data: over half of UK festivalgoers (51%) already go with family – including younger relatives (23%), older relatives (13%) or both (15%) – and another 27% say they’d like to, proving that festivals are becoming truely multigenerational. At Camp Bestival in Dorset, for example, there’s been a 155% year-on-year increase in two to four-year-olds camping with their parents, showing that festivals are increasingly accessible for young families, with facilities and entertainment to suit all ages.

 

Solo festivalgoers on the rise
The report also highlights the growing trend of solo attendance at festivals, Solo attendance is becoming an established part of festival culture with almost one in three Brits (29%) attending a festival alone, and nearly one in five (18%) saying they would consider it in future.

Many who travel solo to festivals cite the flexibility to enjoy line-ups without compromise, supported by social media communities and meet-up groups that make solo trips easier to plan.

 

Older audiences are making festivals their own
Overall, 66% of festivalgoers are aged over 35 with Millennials (38%) and Gen X (24%) making up the largest groups. Nearly four in ten (38%) now attend with younger relatives, and 29% with older family members – making festivals one of the few spaces where generations party side by side.

 

Fans want cleaner, greener festivals

Eco and ethics are in.

- 67% of fans say sustainability impacts their ticket choices

- 77% want less waste

- 66% want low-carbon travel options

Today’s fans want a festival with a conscience – not just a killer line-up.

 

Social media is the new headliner

Social media is shaping how fans discover and experience festivals.

- 25% say they find new festivals through social platforms

- 33% say documenting their experience is part of the ritual

- 12% feel pressure to post while there

Festival organisers are responding with selfie zones, ‘Get Ready With Me’ stations, and stronger Wi-Fi to support content creation.

 

VIP = Very Important Plumbing

For today’s fans, luxury isn’t about exclusivity – it’s about better toilets.

- 47% upgrade to VIP for improved loos, showers, and rest areas

- 8% always opt for VIP

- 35% of Gen Z and 32% of Millennials who’ve tried VIP say they’d do it again

 

Sarah Slater, SVP Music & Festivals at Ticketmaster UK, said: “Festivals are the new family holiday, the new weekend escape, and the place people go to connect. Fans want more than just the music – they’re after comfort, culture, and moments that mean something. Our State of Play report shows just how much festivals are evolving – and why they matter to every generation.”

 

Download the full State of Play 2025 report here.