As we step into 2025, the performing arts sector faces a landscape shaped by shifting audience behaviors, economic realities, and evolving technology. Based on the latest data and trends, here are our bold predictions for the year ahead—and what they mean for arts organizations looking to thrive.
1. Marketing & Artistic Teams Will Collaborate More
The days of artistic planning and marketing operating in silos are numbered. In 2025, we predict a stronger integration between artistic and marketing teams, with programming decisions being driven more by audience data. Artistic teams will increasingly rely on insights from past audience behaviors—such as which genres, artists, and productions have driven engagement—to shape future seasons. This shift will help align programming with audience demand, ultimately strengthening attendance and revenue.
2. Ticket Sales Will Happen Earlier
While last-minute ticket buying has been a post-pandemic norm, we anticipate a shift in 2025. Data suggests that audiences are researching their options earlier—often four to five weeks before making a purchase decision. This means that marketing strategies should not wait until the final push before a performance. Instead, organizations should focus on sustained engagement strategies, ensuring potential buyers receive consistent messaging and incentives well before the performance date.
3. Retention Will Be the Priority
Acquiring new buyers has been a focal point for many arts organizations over the past few years, but 2025 will mark a renewed focus on retention. Instead of pouring resources into attracting first-time buyers, organizations will shift toward strategies that encourage repeat attendance. This includes personalized offers, dynamic discounts, and flexible membership models that incentivize frequent participation. Discounts, often misunderstood as a race to the bottom, will be seen as a tool for strategic audience development—used to convert first-time attendees into long-term loyalists.
4. Phones Will Become a Key Audience Engagement Tool
Rather than being seen as a distraction, mobile devices will become a valuable engagement tool in arts venues. Organizations will find innovative ways to integrate phone usage into the audience experience—whether through interactive lobby displays, QR codes for exclusive content, or digital incentives for audience participation. More importantly, mobile engagement will be leveraged as a crucial data-capture opportunity, enabling arts organizations to build stronger relationships with attendees beyond a single visit.
5. Email’s Decline Will Accelerate
For younger audiences, email is becoming increasingly ineffective as a primary communication channel. In 2025, arts organizations will experiment with alternative methods of audience outreach, including SMS marketing, app notifications, and social media-based community engagement. The key to success will be meeting audiences where they are and creating more interactive, conversational marketing approaches that drive engagement.
Where Do We Go From Here?
Looking ahead, arts organizations must be proactive in adapting to these trends. The key to success in 2025 will be a combination of:
If you’re looking to navigate these shifts effectively, now is the time to evaluate your strategies. Join TRG’s Arts & Culture Benchmark for free to access industry insights and personalized dashboards. Let’s navigate 2025 together with data, strategy, and innovation at the forefront.
