Music and art festivals increasingly are a popular pass time among young Americans, according to online ticketing company Everbrite, which recently found that one in five millennials has attended a music festival in the last year. In a new study, Everbrite analyzed 20 million social media conversations across platforms including Facebook and Twitter covering the last 12 months to gauge Americans' interest in festivals. Texas' South by Southwest festival was found to be the most discussed festival, with similar live music events Coachela and Bonnaroo coming in at fifth and 10th, respectively. Electronic dance music (EDM) festivals also were massively popular, accounting for eight of the top 25 most-discussed festivals, with the Tomorrowland EDM festival coming in third. The top 25 also included more experience-oriented art festivals such as Nevada's Burning Man, which was ranked 16th. The study suggests the desire for experiences is a main driver of the new interest in festivals, reflecting a broader consumer trend of favoring experiences over physical items.