Please do a market size analysis for the global music festival market. Interested also in growth rate, geographic distribution (festivals and attendees), how frequently people attend festivals per year, etc.
Hello! Thanks for your request for a market size analysis of the global music festival industry. My research includes information about the geographic distribution, growth rates and attendees of various festivals across the globe. Please see a deep dive of my findings below.
To complete this research, I identified the most popular music festivals by region, including figures about ticket sales and attendance. I was able to extract more detail from the extensive available data on American music festivals, compared to the less prevalent research for other global music festivals. For your convenience I organized some of this information in a spreadsheet to easily compare and contrast these numbers. On a global scale, there is no collective research on the growth of the global music festival market, but Statistica gives a CAGR of 5.23 percent growth for global live music ticket sales from 2015-2020.
US MUSIC FESTIVAL BREAKDOWN
In the US alone, there are 800 music festivals. According to a 2014 Nielsen study, about 32 million people attended music festival each year, with nearly half of them (46 percent) being millennials. Travel is a common theme among this group who travels an average of 903 miles to attend. In a further breakdown, 51 percent of attendees were women and 49 percent men, while the festival experience was reportedly more popular among the African-American and Hispanic demographics. Festival ticket prices vary by event, but according to Forbes, the top five brought in more than $183 million combined from ticket sales alone in 2014: Coachella ($78 million), Austin City Limits ($38 million), Lollapalooza ($29 million), Outside Lands ($19 million) and Stagecoach ($18 million). In addition to these ticket sales, festivals receive massive sponsorships to promote the event. In 2014, U.S. music festival sponsorship exceeded $1.5 billion, a 4.4 percent increase from the previous year. Anheuser-Busch partnered with 31 percent of music festivals, compared to 24 percent from Pepsi Co. and 17 percent from Coca-Cola.
US MUSIC FESTIVAL SCENE
Another 2014 study gave an economic breakdown of 12 popular music festivals across the US: Electronic Daisy Carnival (CA), Coachella (CA), Ultra (FL), Lollapalooza (IL), Tomorrowworld (GA), Austin City Limits (TX), Firefly Music Festival (DE), Bonnaroo (TN), Governor's Ball (NY), Hangout Music Fest (AL), Warped Tour (traveling) and Sasquatch (WA).
In the spreadsheet I've compiled based off this study, you'll notice that audience attendance does not directly translate to economic profit. For example, Austin City Limits had the most attendees at 450,000, yet only earned a $70 million economic profit compared to Electronic Daisy Carnival's profit at nearly four times the amount ($322.1 million profit) with 50,000 less festival attendees. General admission ticket prices were mostly in the $200 range across these festivals, but can reach the late hundreds or early thousands for any available VIP options. Coachella's 2014 general admission price was $350 , while their VIP passes ranged from $800 to $6500.
Within the UK, festivals were grouped with concert venues and musical heritage sites for an estimated £3.7 billion in direct and indirect spending in 2015, which was a 7 percent increase from the year before. Attendance for live music events in the UK was 27. 7 million people that year.
Here are examples of attendance numbers and ticket prices for popular music festivals across Europe:
- Glastonbury in the UK had an expected 200,000 attendees in 2015. Ticket prices for this year will be £238.
- Tomorrowland Belgium 2016 sold out in a record 40 minutes, and had an anticipated 180,000 attendees. Currently, one day tickets are €94.
- Rock Werchter in Belgium received about 150,000 attendees during its four-day run in 2016. One day tickets cost £100, while "combi"' or combination tickets cost £236.
To wrap it up, the CAGR for global live music ticket sales from 2015-2020 is 5.23 percent, according to Statistica. In the U.S. about 32 million people attended music festival each year, while 27.7 million people attended live music events in the U.K. in 2015.
global music market is affected by several factors. U.S. festivals like Electronic Daisy Carnival and Austin City Limits have the most attendees, surpassing 400,000, while Coachella earns the top economic profit with half the attendees and higher ticket prices. In Europe, Belgium, the UK and Spain host some of the most attended festivals ranging from 150,000 to 260,000 people.
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