There are no signs of slowing down, especially on the newly tapped market regions in Asia Pacific
The rise of the music mega-fest has become a worldwide phenomenon, with these massive celebrations becoming almost synonymous the word “festival”. But there are so many other types of festivals out there – can they keep up?
Looking at data from a sample of 500,000 festival interactions by Everfest members (who skew heavily millennial), we see that interest is strongly concentrated in the Music category. But some of that is because there are simply more music fests in our database than fests from any other category.
So what happens if we adjust for that?
We took the rate at which members show interest in festivals (by either saving them or indicating they’ve either been or are going), and compared all other categories with Music as a baseline.
Surprisingly, Food is the only category that keeps pace with Music. Members are about half as likely to be interested in a book festival as they are a music festival. In future posts we’ll look at seasonality in the southern hemisphere and how festival dynamics differ with Millennials.