Gen Z keeps festival spirit alive despite rising ticket costs
Luminate’s report reveals who is most likely to attend festivals and is least concerned with affordability.
Ticket prices seem to still be the major barrier to people attending music festivals. But according to new data from Luminate’s Music 360 survey, fans in parts of Europe are becoming less sensitive to rising costs.
According to Luminate’s article, based on their Music 360 survey, fans in France, Germany, and Italy are showing fewer concerns about ticket affordability now than in 2023. In these countries, the shift suggests people are becoming more used to higher prices – or at least accepting them as the new normal.
Meanwhile, the UK saw a slight increase in cost concerns, and the US continues to struggle. Luminate points out that, in America, concerns over affordability may be the biggest hurdle for people purchasing tickets and attending festivals in their country. That could help explain why many US festivals have been cancelled in 2025, as interest hasn’t bounced back.
Festival attendance intent is also down across age groups in the US. Luminate reported: “The biggest drop in the States was among Millennials,” with the number planning to attend falling from 30% in early 2023 to 23% in early 2025. Gen Z in the US saw a similar decline. While they’ve often been willing to spend – and even go into debt – to attend concerts, festivals might now be crossing a price threshold.
As Luminate explains, “The current level of festival prices may already be hitting the limit for prospective attendees.”
In contrast, Gen Z in Europe is showing more resilience. While demand hasn’t spiked as such, it’s notably stronger than in the US. Luminate found that “Gen Z in the UK are +39% more likely to plan on attending a festival in the next 12 months versus Gen Z in the U.S.”
One reason could be value. As pointed out in the article, European festivals are often longer, with bigger line-ups, making the cost feel more worthwhile. For instance, Coachella’s 3-day general admission ticket cost $549 in 2025. Primavera Sound in Barcelona offered a 5-day ticket for around $395.
For independent artists, this is useful insight. Where millennials were once the key festival-going age group, European fans, particularly Gen Z, are increasingly showing up. This gives a useful indication of which demographics to appeal to when festival season is approaching, so you can connect with and grow your audience with consideration.