Study | Trends in Audience Behavior: What’s New in 2025-26?

A year of both growth and challenges, of both tried & true strategies and quick pivots…

In this study, we analyzed ticket sales and audience trends from performing arts organizations around the country to understand how the fall of the 2025-26 season is shaping up compared to the previous three fall seasons.

This year’s findings reveal a mix of growth and challenges, familiar strategies and necessary pivots as organizations navigate ongoing uncertainty.

Beyond broad audience trends, we investigated two key moments from the fall: the U.S. government shutdown from October 1 through November 12, 2025, to assess its impact on ticket sales; and the holiday season, to better understand how holiday-related programming performs compared to other work.

We also examined the revenue management and pricing strategies organizations are using to respond to economic anxiety while creating opportunities for engagement.

We hope this study provides insights that inform your planning as you move through the remainder of the 2025-26 season and beyond.