The Rise of Streaming and Podcasts in UK Arts Festivals: Costs, Benefits and Audience Engagement

Denise Tyler
Jan 25
3 min read

Arts festivals across the UK have increasingly embraced streaming their events and creating online archives. This shift has transformed how audiences engage with cultural experiences, making art and literature more accessible beyond physical venues. This post explores why festivals have adopted these digital formats, whether charging for access is viable, and the role podcasts play in reaching modern audiences. It also offers a practical overview of the costs involved in streaming and podcast production, with examples from UK arts and literary festivals of various sizes.

Image: Thomas Heatherwick for Edinburgh International Book Festival

Why UK Arts Festivals Stream Their Events

Streaming allows festivals to reach a wider audience beyond those who can attend in person. For example, the Hay Festival, one of the UK’s largest literary festivals, has long offered live streams and recorded talks online. This approach helps them connect with international audiences and those unable to travel. Smaller festivals, like the Ledbury Poetry Festival, also use streaming to extend their reach and preserve performances for future viewing.

The COVID-19 pandemic accelerated this trend, forcing many festivals to pivot to digital formats. Even as in-person events returned, streaming remains popular because it offers flexibility and inclusivity. Audiences can watch events at their convenience, and festivals can build a digital archive that adds long-term value.

Charging for Streaming Content

Many festivals are unsure whether to charge for online access. The Hay Festival, for instance, offers a mix of free and ticketed content. Charging can help cover production costs and generate revenue, but it risks limiting access. Some smaller festivals, like the Aldeburgh Festival, have experimented with pay-per-view models or subscription services, balancing income with audience reach.

Offering tiered access is a common strategy. Basic streams might be free, while premium content or early access requires payment. This model can work well if the festival has a strong brand and exclusive content. However, festivals must weigh the potential audience loss against the financial benefits.

Podcasts and Their Role in Audience Engagement

Podcasts have become a popular way for festivals to engage audiences year-round. The Edinburgh International Book Festival produces a podcast series featuring author interviews and discussions, extending the festival’s presence beyond its August dates. Similarly, the Cheltenham Literature Festival offers podcasts that highlight key sessions and provide behind-the-scenes insights.

Podcasts are not essential for every festival, but they offer a low-cost way to maintain audience interest and promote upcoming events. They also appeal to younger, digitally savvy audiences who prefer on-demand content. For festivals with limited budgets, simple audio recordings can be a good starting point before investing in full podcast production.

Costs of Streaming and Podcast Production

Producing quality streams and podcasts involves various costs, which can vary widely depending on scale and ambition.

Streaming Costs

Low-cost setup: Using platforms like YouTube Live or Facebook Live can be free or very low cost. Basic equipment such as a good smartphone or entry-level camera, a tripod, and a microphone might cost around £200–£500.
Professional setup: Hiring a production company for multi-camera shoots, professional lighting, and sound can cost from £3,000 to £10,000 per event day. This includes technical staff, equipment rental, and post-production editing.

Podcast Costs

Low-cost production: Recording with a decent USB microphone and free editing software can cost under £100. Hosting on platforms like Anchor or Podbean offers free or low-cost plans.
Professional production: Hiring a producer, sound engineer, and editor, plus paying for premium hosting services, can push costs to £500–£2,000 per episode.

Hosting on a Website

Hosting streams and podcasts on a festival’s website requires reliable web hosting and sufficient bandwidth. Basic hosting plans start around £5–£20 per month, but high traffic during events may require scalable cloud hosting, costing £50–£200 monthly or more. Integrating streaming players and podcast feeds is straightforward with platforms like WordPress and plugins designed for media content.

Benefits Beyond Audience Reach

Streaming and podcasts also provide festivals with valuable data on audience preferences and behaviour. This information can guide programming decisions and sponsorship opportunities. Digital archives serve educational purposes and preserve cultural heritage. Moreover, online content can attract younger audiences who expect flexible, on-demand access.

Final Thoughts

UK arts festivals have embraced streaming and podcasts because these tools expand their reach, preserve content, and engage audiences in new ways. While costs vary, even smaller festivals can start with modest investments and scale up as needed. Charging for digital access is possible but requires careful balance to avoid excluding audiences. Podcasts offer a cost-effective way to maintain interest between events and connect with modern listeners.