The festival market - Germany

Since 2020, the global festival market, including renowned German events such as Oktoberfest and various musical festivities, has been faced significant challenges due to the COVID-19 pandemic, resulting in years with minimal sales and a long-awaited return in 2022. The impact of the pandemic has led to a move towards online festivals, although this approach only marginally addresses the market's problems, with only 4% of people willing to pay for such virtual experiences. Meanwhile, the European music festival market had anticipated a compound annual growth rate (CAGR) of around 12% in 2020, which was disrupted by the crisis. In Germany, live music sales amounted to over €2 billion in 2019, with festivals contributing around 20%, or around €400 million.

The demographics of festival-goers in Germany typically depict a majority of young, relatively affluent, single men. Trends indicate that almost 39% of festival-goers are willing to pay more for environmentally-friendly festivals. following the COVID-19 conference, German festivals anticipated an upturn, supported by the recognition of techno/house music as an official musical genre, which could lead to increased growth and interest in the cultural landscape.

Resilient demand for festival experiences in Germany:

At the heart of Europe, Germany is home to an eclectic range of festivals, from the traditional revelry of Oktoberfest to the pulsating rhythms of techno music, catering for a diversity of cultural tastes. The festival scene is part of the essence of German cultural expression, blending art, entertainment and leisure into a rich tapestry that attracts crowds from all walks of life. The pandemic dealt a heavy blow to this dynamic sector, but with the easing of restrictions, there has been a noticeable resurgence in demand, a sign of a revival in the festival market, which has already seen sales of live music soar to over 2 billion euros. Before being disrupted by the pandemic, the European festival market had enjoyed a compound annual growth rate of around 12%. In Germany, where traditional and modern music festivals such as Oktoberfest, Reeperbahn and the Berlinale film festival are monumental, the appetite for such gatherings is very strong. Festivals, a crucial element in live music sales, accounted for around 20% of the market, or 400 million euros, before the arrival of COVID-19. German festival-goers present a varied demographic landscape. Men slightly outnumber women, and a large proportion of festival-goers are in the 20-29 age bracket. Interestingly, almost 19% of festival-goers are over 60, reflecting a cultural scene open to all.

Singles account for almost half of all attendees, demonstrating the appeal of festivals to single people. In terms of financial means, festival-goers tend to belong to higher income brackets, or to be students or teenagers supported by their parents. If we examine the behavior and preferences of German festival-goers, we find that quality takes precedence over price for almost half of them. Growing awareness of ecological sustainability has also made its way onto the scene, with almost 40% of attendees prepared to pay more for environmentally-friendly festivals. This paradigm shift can be seen in the younger generations, who give priority to these values. As a place for social interaction, festivals mainly attract people looking to listen to music, dance and socialize. Access to facilities such as toilets, showers and internet are, however, areas where participants feel there is room for improvement. When assessing the festival market, financial dynamics should not be overlooked. Organizing a festival can entail significant costs, from artist fees to energy and waste management. On the other hand, revenue streams to offset these expenses include ticket sales, accommodation such as "glamping", and sponsorship.

Key players shaping the festival landscape

In the vibrant tapestry of the festival market, several entities stand out for their impact and contribution to the sector. As we delve into the dynamic world of festivals, we need to recognize the key market players who are integral to the success and proliferation of these cultural events.

• Vivendi
  A global titan in the media and content publishing landscape, Vivendi is well known for its significant influence in the entertainment sector. Although its specific contributions to the festival market are not detailed, its vast reach and financial power make Vivendi a key player whose decisions and strategies could influence the dynamics of the festival scene.
• Live Nation
  Live Nation is a name synonymous with live entertainment. Renowned for organizing and managing some of the world's most renowned and well-attended festivals, Live Nation's expertise in event production, promotion and ticketing makes it a central figure in the festival world. It plays an indispensable role in shaping the experience of millions of festival-goers worldwide.
• Eventbrite
  In the field of event management and ticketing, Eventbrite has carved out an enviable place for itself. By streamlining the process of event organization and ticket sales, Eventbrite enables festival organizers, large and small, to efficiently reach their audiences and manage event logistics.
• Sony Music
  Although primarily known as a music production and distribution giant, Sony Music is also heavily involved in the festival circuit. Its influence extends to the selection of artists performing at the various festivals and their promotional efforts, which can have a considerable impact on festival programming and popularity.
• Viagogo
  As an international secondary marketplace, Viagogo offers festival-goers another way to buy and sell tickets. Its global presence and service offering have made it a notable entity in the festival market, particularly in the dynamic field of ticket sales.
• Next EventsGmbH (Parookaville)
  Next Events GmbH is the organization behind Parookaville, a festival that has rapidly established itself in the German festival calendar. Offering an immersive electronic music experience, Next Events GmbH has mastered the art of creating a unique festival atmosphere that attracts large crowds every year.
• BigCityBeats (World Club Dome)
  BigCityBeats is the mastermind behind the World Club Dome, billed as the "world's biggest club". transforming a stadium into a huge dance music venue has created a new paradigm in the festival industry, showcasing their creative prowess and impact on the festival-goer experience. Together, these

Inforamtion

• Number of pages : ~ 40 pages
• Format : Digital and PDF versions
• Last update : 26/08/2022

Summary and extracts

List of charts presented in this market study

• Estimating the music festival market in Europe
• Number of visitors to major paying music festivals
• Live music sales
• Gender of festival-goers
• Average age of festival-goers
• Marital status of festival-goers
• Festivalgoers' income as a proportion of the population
• Festival-goers agree with the statement "The quality of the festival is more important than its price"
• Festival-goers agree with the statement "I'm willing to pay more for environmentally-friendly goods/services"
• Why do festival-goers go to festivals?
• Number of festival-goers among the top 100 festivals
• Number of festivals per month among the top 100 festivals
• Duration of the 100 biggest music festivals
• Types of music played at the 100 biggest festivals
• Beer brands preferred by festival-goers and the general public (among those consumed over the past 4 weeks)
• Drinks consumed by festival-goers
• Percentage of people who searched for these Online-Festivals during the confinements
• Percentage of people who agree with these proposals for online festivals
• Number of people interested in jazz festivals
• Change in the percentage of people interested in classical music festivals