Annual Ticket Buyer Report
Driving Audience Growth Amid Shifting Attendee Behavior
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Inside the Report
Live event organizations pride themselves on delivering programming their audiences love. But deeply understanding the consumer mindset – and tailoring your venue’s strategies to them – can be time-consuming and costly for resource-strapped organizations.
That’s why AudienceView conducts an annual survey of its TheaterMania.com subscribers. In this industry report, we dig into the preferences of North American event-goers so venues can adjust to shifting behaviors and attitudes.
Overall, annual trends haven’t changed much from last year’s findings (a good sign for the continued resurgence of live events). But when we filter our data by audience demographics – like age, spending habits, and technology preferences – we see that event-goers cannot be lumped into one homogenous group. Even venues that focus on a single event type or audience will likely find their patron’s preferences are more diverse than expected
Read on to learn the factors that influence purchasing decisions, venue loyalty and more in our most in-depth report yet. You’ll not only glean insights for better engaging your current audiences, but also for bringing in new attendees (and revenue) with the right offers, messages, and technology.
KEY TAKEAWAYS
- Live events continue to rebound: Overall trends are steady compared to last year—a positive sign
- Audiences are not one-size-fits-all: Preferences vary widely by age, spending habits, and tech use.
- Data drives strategy: The report provides valuable insights to tailor offers, messaging, and tech to better engage and grow your audience.