February 18, 2026 – JCA Performing Arts, a division of JCA that helps arts and cultural organizations leverage data-driven insights to grow audiences and revenue, recently released a new study on Trends in Audience Behavior: What’s New in 2025-26?
JCA Performing Arts analyzed ticket sales and audience trends from performing arts organizations around the United States to see how the 2025 fall season performed relative to previous fall seasons.
Data for the study was gathered from 42 major arts organizations in different U.S. regions, including 15 theatre companies, 11 music organizations, 10 performing arts centers (PACs), 3 dance companies, and 3 opera companies. The analysis compares ticket sales and audience trends for fall 2025 to past fall seasons in 2022, 2023, and 2024.
Key findings include:
- Performing arts organizations presented fewer performances in fall 2025, resulting in decreased ticket sales and income across most sectors. Dance companies, performing arts centers, and theater companies experienced declines, while music organizations and opera companies saw moderate increases. Ticket pricing failed to keep pace with inflation, with starting prices dropping during this period, further contributing to reduced income from ticket sales.
- Subscription sales remain steady, though an increasing proportion of tickets are being sold at discounts below full price. Organizations can continue to count on their loyal subscriber base, but there is a growing trend toward discounted ticketing. This signals the need for organizations to adapt their pricing strategies while maintaining relationships with committed audience members.
- Dynamic pricing represents a significant revenue opportunity for organizations looking to maximize income from ticket sales. This strategy allows organizations to adjust prices based on demand and optimize revenue potential.
- Both holiday and non-holiday programming demonstrated strong sales in November and December. Holiday programming achieved higher capacity percentages and showed year-over-year increases in average yield, indicating continued audience appetite for seasonal offerings.
“The resilience of the performing arts is evident,” said Colleen O’Neill, Vice President of Growth & Development at JCA. “To build on this momentum, organizations should look toward dynamic pricing as a powerful tool to adjust to audience demand and optimize their income potential. It’s about leveraging insights and data to make every seat and every performance count in this new era of attendance.”
The full study can be found here.
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JCA (Jacobson Consulting Applications, Inc.) is the first and foremost independent consulting firm dedicated solely to the technical and operational needs of nonprofits. We help nonprofits build aligned, data-driven teams that harness technology to deepen engagement and grow revenue. A trusted leader in nonprofit consulting, JCA has guided more than 2,000 mission-driven organizations across North America and around the world. Learn more at jcainc.com.
JCA Performing Arts, a division of JCA, partners with cultural organizations to develop and strengthen data ecosystems, guide teams in uncovering meaningful insights, and equip them with the tools to execute strategy effectively. Institutions served include dance companies, opera companies, performing arts centers, symphonies, and theatres. Learn more at jcainc.com/performing-arts.