We then wanted to understand what festival season looks like for parents. Are parents & kids going together? Will they go in the future? This is what we learned…

• 1 in 5 parents said they were attending a festival with their children this year – with parents split on which festival they were likely attend, with Camp Bestival, Wilderness and Glastonbury getting 28% of the vote each
  

• The main reason parents aren’t going is that they don’t really like festivals, followed closely by it being too expensive
  

• When asked how likely they are to be going to a festival with their child one day, a huge 69% said it’s highly unlikely, with another 6% saying it’s slightly unlikely (NET 75% – 3 in 4 not likely to go)

Given we saw two of this country’s biggest music festivals get a huge response both in real life and on Video On Demand in June 2022, we decided to see if Wireless started to overtake Glastonbury in terms of popularity – particularly with a younger audience. These were the results...

• Glastonbury remains a firm favourite with our younger audience despite the increasing prominence of Wireless, with 60% of children 6-13 preferring it. 47% of kids this age watched performers there either in real life or on iPlayer.
  

• Unsurprisingly, the split becomes more Glastonbury skewed as we move through the age ranges, with 64% of Teens preferring it, to 76% of Parents.
  

Finally, given the increasing importance of gaming and the metaverse in the lives of children – as well as many musical artists already using digital worlds to host concerts, we thought it would be interesting to see what’s more appealing – digital, or the real thing?

• Amazingly, 52% of kids 6-13 would rather go to a music concert in a video game than in real life. This drops dramatically when we get to Teens, with just 29% opting for a video game concert.

• Somewhat surprisingly, 19% of parents said they’d rather a digital festival than a real life one.