New study shows 90 per cent of people would feel confident going to a live event this year

Virgin Radio

1 Apr 2021, 13:40

It's been a long time since any of us got to see some live music - whether it's a tiny gig in an independent venue, or a huge festival with thousands of other fans. 

A new study has found that 90 per cent of UK festival-goers would feel confident attending a live music event this year.

The new research by  was investigating the feeling among festival-goers about how confident they'd feel going to a show. 

The survey asked 140,000 live music fans in the UK how they felt. 

Some 79 per cent of respondents say they would feel comfortable attending a live music event this summer (between June and August).

90 per cent said they would feel confident about attending when events in the final four months of 2021 are also taken into consideration. 

Meanwhile, 82 per cent of the people surveyed said that they were planning to attend two or more festivals or live events this year.

Over 50 per cent say they would be willing to book tickets for both international and domestic events.

Over 58 per cent of festival-goers said they expected extra cleaning and hygiene measures to be in place at any live events they attend this year.

70 per cent of respondents said that they would be more confident about attending a live show or event this year if a cashless, COVID-secure system was implemented.

Zack Sabban, CEO at Festicket and Event Genius, said that “it’s clear there has been a shift in perspective in the UK over the past month”.

“Following the Prime Minister’s announcement in February, stories of 2021 events selling out have become common but we wanted to dig a little deeper,” he said.

“Coupling customer opinion with ongoing event partner conversations puts us in a strong position to help the industry bounce back successfully. It’s important that the industry works within all government guidance available but more specifically, listening to your fans is essential and delivering events in the way they now demand is critical for success.”