Study | Trends in Audience Behavior: What’s Changed in 2025?

Audiences are back… and now it’s time to look ahead.

In this study, we analyzed ticket sales and audience trends from performing arts organizations around the country to see how the 2024-25 season performed relative to previous seasons, including the last season before the pandemic.

This year, in addition to investigating audience behavior, we also focused on the strategies organizations are using and how those strategies impacted sales. We found some of the most interesting trends in pricing and other revenue management strategies, and we’re excited to share more about our findings.

We hope that you gain insights from this study that help you in your planning for the 2025-26 season.