Spektrix Data Insights
Information, inspiration, and ideas for arts organizations and teams
At Spektrix, we're committed to working with theaters, arts centers, music venues, visitor attractions and many more - providing the technology and expertise the sector needs to engage and deepen relationships with the broadest range of audiences.
As the technology partner of choice for the performing arts, we're in a unique position to analyze the largest database of arts audience insights existing today. Spektrix data insights support the industry to set benchmarks, share analysis, and promote connection between arts organizations and their patrons.
Explore data snapshots on this page, and delve deeper to find expert analysis, peer success, and practical resources to help you beat the benchmarks in your own venue.
Where does our data come from?
arts & culture organizations
million in donations
How are arts audiences changing in the aftermath of COVID-19 lockdowns?
Ticket sales in 2023 were
of 2019 levels
Across theatre, music, and entertainment events in the US and Canada, ticket sales crept back towards pre-pandemic levels - but there's still work to be done to rebuild audiences.
Of patrons who first bought tickets in 2022
returned a year later
There's chance to reverse a long-term decline in reattendance across the cultural sector, by giving audiences greater flexibility and choice.
of ticket buyers were purchasing for the first time
Of those who first bought tickets in 2022,
returned in 2023
The crucial second visit by new audience members can be key to long-term retention.
Understanding ticket sales, loyalty, and returning audiences
What proportion of patrons return to the same arts organization after one year?
Data from hundreds of Spektrix users across the US and Canada shows that there's an opportunity to capitalize on renewed interest from new and existing patrons as we work to drive the sector's ongoing recovery.
There's been a gradual, long-term decline in loyalty among arts audiences. Over the last decade, year on year reattendance reduced from just under 35% in 2013 to 32.4% in 2019. But after a dip during the pandemic, reattendance rebounded - and since 2022, it's stayed well above the trendline, with a 2023 reattendance rate of 33.1% unmatched since 2018.
This is an opportunity for arts leaders to rebuild their loyal audience base through incentives such as multibuys, memberships, and subscriptions - but it will be vital to take an agile, data-driven approach, offering patrons the flexibility and choice they're looking for in an ever-changing environment.
Among first-timers - people who purchased their first tickets in one year, and returned the year after - there's a more positive direction of travel. Reattendance by first-time audience members dropped faster than other patrons from 2013 through to 2019, reducing from 29% to just 17.5%. That crucial second visit is a hard win for arts marketers!
However, after a dip and recovery during COVID closures, reattendance by new patrons has continued trending upwards. The chart above shows that 19.3% of audiences who first bought tickets in 2022 attended events at the same organization in 2023 - roughly equivalent to 2018 and heading in a positive direction.
It's tricky to keep first-timers attending regularly in the long term. But audience members who first attended in 2022 seem eager to keep visiting - creating a real opportunity to reverse decline and build a new, loyal, post-lockdown patron base.
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Ticket Sales & Donations
Data on arts audience behaviors, from digital engagement to philanthropy
of transactions take place online
Online customer journeys are becoming ever more vital to arts organizations' success.
35% on desktop
62% on mobile
3% on tablet
The Future of Patron Loyalty
Expert partners reflect on the trends and behaviors impacting audience loyalty today.
Cincinnati Shakespeare Company
Building back loyalty with flex passes at the heart of theatre marketing.
About Spektrix Data Insights
Where does our data come from?
Spektrix works with over 650+ arts and entertainment organizations across the US, Canada, UK and Ireland. Our arts sector Data Insights include sales and donation data from the vast majority of our users, providing the most comprehensive dataset of its kind in the cultural sector.
What is Spektrix?
Spektrix is the leading solution for CRM, ticketing, marketing, and fundraising in the arts and culture sector. Purpose-built to serve the needs of arts professionals, Spektrix combines cutting-edge technology with expert advice to help the sector, and its audiences, to thrive.