This article examines the territorial dynamics shaping the festivalization of culture in France. Moving beyond the traditional focus on the impacts of festivals on their host territories, this investigation explores how local contexts influence both festival audiences and governance. Based on two large-scale surveys—SoFEST! (n = 26,002) and CoFEST! (n = 1,237)—we analyze variations in audience composition, motivations, and attendance patterns across urban and rural settings, as well as the sociological profiles and intentions of festival creators. Findings indicate that, while the social makeup of audiences remains relatively consistent, behaviors and motivations vary significantly across different territorial contexts. Conversely, the identity and trajectories of festival organizers differ more starkly, with urban settings favoring professionalized, artistic-driven initiatives, and rural areas emphasizing social cohesion and territorial promotion. These results challenge homogeneous views of festivalization by highlighting its localized configurations. The study argues for a re-territorialized understanding of cultural policy, recognizing the interplay between social structures, local governance, and cultural practices.