ONTARIO, CA – AudienceView, in partnership with TheaterMania, has announced the release of its sixth annual Ticket Buyer Report, based on insights from a voluntary survey of TheaterMania subscribers. The report (available for download here) provides venues and live event organizations with a clearer understanding of how consumer behaviors and expectations are shifting, and what that means for building stronger, more resilient audience relationships.
This year’s report places a strong emphasis on the intersection of ticketing and marketing, introducing new questions focused on communication preferences, including how patrons want to hear from venues, how often they expect to be contacted, and which types of messages feel valuable versus intrusive. Findings point to a continued decline in venue loyalty, reinforcing that every audience touchpoint matters in shaping perception, trust, and long-term engagement.
“Today’s audiences expect relevance, respect, and value at every interaction,” said Matt Hawes, VP of Marketing at AudienceView. “By sharing these insights, we’re helping venues better understand their customers and giving them the tools to maximize the impact of every touchpoint—so they can foster stronger relationships, not just drive transactions.”
Insights from the Ticket Buyer Report have already informed industry conversations, including recent sessions at the 2026 International Ticketing Association (INTIX) conference in Las Vegas. A complementary report based on responses from WhatsOnStage subscribers in the UK will be released later in Q1. Together, these reports enable AudienceView and its clients to keep a finger on the pulse of consumer trends on both sides of the Atlantic, providing a more complete view of how audience expectations are evolving globally.
About AudienceView
AudienceView is a global leader in ticketing, marketing, fundraising, and business intelligence solutions for live event organizations. By combining powerful technology with deep industry expertise, AudienceView helps venues and organizations better understand their audiences, strengthen relationships, and deliver exceptional experiences.
About TheaterMania
TheaterMania is a comprehensive digital platform, part of the AudienceView family, that provides news, reviews, videos, and listings for Broadway, Off-Broadway, and regional theater. It acts as a major ticket seller, offering discounted tickets and serving as a resource for theatre-goers to discover shows.