As we reflect on 2024’s performing arts data and project forward into 2025, a few key trends emerge. TRG’s Arts & Culture Benchmark—the largest dataset of arts consumption in the world—gives us a powerful lens through which to understand audience behavior. From single ticket sales to subscription patterns and donor engagement, we’ve distilled the data down to key takeaways to help arts organizations make informed decisions moving forward.

Single Tickets: Strength in Sales, But Inflation Looms

For the second year in a row, single ticket sales were up across all segments—Orchestras, Performing Arts Centers (PACs), Dance & Opera, and Theaters—when compared to 2019. This marks a sustained post-pandemic recovery and suggests that audiences are eager to return to live performances.

Key Takeaways:

Single ticket revenue outpaced 2019 levels across the board.

Higher-priced inventory is selling out faster than pre-pandemic, indicating strong demand for premium experiences.

While per capita revenue (average ticket price) has increased, when adjusted for inflation, the gains are much smaller than they appear. This raises concerns about whether ticket prices are truly keeping up with rising operational costs.

Subscription & Membership: A Resurgence

The long-rumored “death of subscriptions” is proving to be overstated. In 2024, subscription and membership revenue showed a clear recovery, surpassing 2019 levels across all segments. However, while the per-unit revenue for subscriptions is up 24% since 2019, it merely keeps pace with inflation rather than outpacing it.

What’s Driving the Recovery?

More first-time buyers: The influx of new attendees signals strong audience interest, but the challenge remains in converting them into repeat attendees.

Stronger subscription options: Organizations have introduced more flexible loyalty models, including membership-based offers, Choose-Your-Own packages, and bulk-buy incentives.

Engaging the “Messy Middle”: While first-time attendees and high-frequency patrons are increasing, those who typically attend two to four times per season have dropped off. Targeting this audience for retention will be crucial in 2025.

Donations: A Challenging Recovery

Unlike single tickets and subscriptions, individual giving continues to struggle. Donations remain below 2019 levels in most segments, with the notable exception of Performing Arts Centers (PACs), which have bucked the trend.

Key Observations:

PACs experienced strong individual giving growth in 2024, potentially driven by effective end-of-year fundraising campaigns and capital campaigns.

The average gift size has dropped significantly—down by $823 per gift when adjusted for inflation.

Messaging matters: Research from Kickstarter campaigns indicates that positive, forward-looking fundraising appeals (“Join us in making this happen!”) are far more effective than scarcity-driven messaging (“Without your help, we won’t survive.”).

Holiday Programming: Still a Revenue Powerhouse

Holiday performances continue to be the biggest revenue driver for performing arts organizations. Even with 8% fewer orchestra holiday performances due to a late Thanksgiving, revenue still increased by $1.7 million over 2023.

Key Insights:

Inventory constraints impact revenue: Theaters saw a 19% decline in holiday revenue in 2024 due to fewer performances, underscoring the importance of maximizing available show dates.

Per capita revenue growth: While ticket sales volume remained relatively flat, organizations made up for it with higher per-ticket revenue, reinforcing the importance of pricing strategies.

As arts organizations continue adapting to shifting audience behaviors, the data tells a compelling story: strong single ticket sales, a recovering subscription base, and donor engagement challenges. Looking ahead, the key to success will be using data-driven strategies to strengthen audience relationships, optimize pricing, and maximize engagement.

Want to dig deeper into your organization’s performance? 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.