Understanding New Opera Audiences in America
Problem
Opera companies wanted to understand the needs of new, post-COVID audience members.
Like many performing arts organizations, opera companies around the country saw an unexpected uptick in first-time audience members after COVID-19 pandemic restrictions were lifted. Understanding changes in an audience can be challenging for any organization, especially smaller ones that only have ticket data to rely on. OPERA America, a national advocacy organization, sought to better understand this emerging opera audience. Specifically, they wished to know:
- What motivated newcomers to try opera?
- What were those first experiences like?
- How do new audiences compare demographically and behaviorally to ongoing audiences?
- What will inspire repeat attendance and strong relationships?
Solution
Slover Linett at NORC served as thought-partners to opera companies, conducting a mixed-methods study that reflected their goals.
NORC at Slover Linett collaborated with OPERA America to develop the scope and design of this research as part of a grant proposal to the National Endowment for the Arts, which funded the study. The core research team included Matthew Jenetopulos, Tanya Treptow, and Bayaz Zeynalova. Together, we worked with 36 diverse opera companies, iteratively tailoring the study to align with their varying capacities and needs.
The research started with 12 exploratory interviews with new audience members from four companies, which highlighted key themes about their first-time experiences and perceptions of opera. These insights guided the creation of an online survey, developed alongside OPERA America, and distributed by participating companies to survey more than 11,0000 audience members. This collaborative, cost-effective approach resulted in a unique aggregate dataset for field-wide analysis, as well as individual datasets from each organization’s own respondents that they could compare to the national averages.
Our mixed-methods approach facilitated meaningful comparisons between new and established audiences, uncovering distinct trends in their demographics, expectations, and attendance behaviors. By integrating feedback throughout the process, we ensured the research reflected the priorities of our partners and built trust through collaborative decision-making. Smaller-sized opera companies, in particular, benefited from in-depth insights to support long-term audience engagement.
Result
Our findings empower opera companies to go beyond transactional data, aiding strategies that drive lasting engagement.
Over 11,000 operagoers from across the United States participated in the study, revealing key findings about newcomers' motivations, behaviors, and needs. Specifically, we found that:
- Newcomers are significantly younger, with a greater representation of racial and ethnic diversity compared to long-term audiences.
- 81% of newcomers attended a famous opera, such as La Bohème, but expressed openness to contemporary and varied works.
- Most newcomers enjoyed their experiences, and many have already returned for another performance.
The study provided a detailed understanding of who newcomers are, how and why they engage, and what they need to feel welcomed and inspired to return. Findings were shared through a public report and two webinars hosted by OPERA America. Participating companies received detailed data tables comparing their audiences to national benchmarks and similar organizations, helping them develop research-driven strategies for long-term growth.
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“Most arts organizations, especially smaller ones, don't have the capacity to conduct a survey this in depth and rigorous. It was a great opportunity for them to do a deep dive into their audiences.”
