1. The Challenge

• KPI: To convert BBC Homepage traffic into live music watches on iPlayer, sifting through 90 hours of coverage.

• There is something for every taste at the world’s greatest music festival - I just needed to find the right content for my 5 million daily browsers and present it well. 

2. Research & Insight

• Previous Glastonbury coverage has focused on headliners and heritage acts that an older Homepage audience would be familiar with.  

• Hypothesis: The same audience would get greater value from deeper curation - handpicked moments and hidden highlights that would bring our audience up to date with the zeitgeist, as well as platforming old favourites.

3. Strategy

• Using the team around me to pitch their personal Glastonbury stand-out moments allowed me to draw up a long-list of diverse artists spanning genre and decades.

• From this long list I prioritised storyfinding - looking for viral moments, breakout artists and emotional beats beyond the headliners.

• Focusing on moments not songs, images that captured emotion and atmosphere, and headlines that sold a feeling not a song title I made a series of high-impact collections. 

4. Result

• The collection performed so strongly it remained on the page for seven days after the festival.

• The average click-through rate was more than double the benchmark for the previous year.  

• Focusing on lesser-known acts also doubled the click-through rate - heritage act Gary Numan and zeitgesty superstar Lola Young both massively outperformed headliners Pulp, Charli XCX and The 1975. 

• This collection alone drove 100K additional clicks from Homepage to iPlayer, and contributed to 3M total Homepage clicks for the festival, a 139% YOY increase.

• 2025 was Glastonbury’s biggest ever year on the BBC, with 58% YOY increase in plays.

• It was the most watched digital event across all our audience map segments.