Research Conducted Across 36 Opera Companies
in Partnership with Slover Linett at NORC

OPERA America is pleased to release an important report, Understanding Opera’s New Audiences, a yearlong research study into the motivations, experiences, and barriers faced by new opera audiences nationwide.

The study draws on a survey of over 11,000 operagoers across 36 opera companies of all sizes, formats, and geographies in the United States. It was conducted in partnership with the premier cultural research firm, Slover Linett at NORC, at the University of Chicago. The project was supported, in part, by an award from the Research Grants in the Arts program at the National Endowment for the Arts, with additional, generous leadership support by Bob Ellis, John Nesholm, and The Heinz Endowments.

The Understanding Opera’s New Audiences report offers important insights into the behavior of newcomers to opera that will help opera companies develop strategies that respond to the barriers and opportunities revealed by respondents. In over 60 pages of charts and diagrams derived from the research, the report highlights seven key findings:

1. Most New-to-Opera attenders initially come for a new “experience,” and they tend to stick to the classics.
2. Many New-to-Opera attenders listen to and watch opera recordings before they attend in person.
3. New-to-Opera attenders have positive experiences and are eager to recommend opera to others.
4. Ticket cost prevents audiences from returning more frequently — especially those who are New to Opera.
5. New-to-Opera attenders differ notably from Ongoing audiences — both demographically and behaviorally.
6. New-to-Opera attenders who return tend to be more engaged with the performing arts generally.
7. Different types of opera companies play different but crucial roles in sustaining local audiences.

The full report, with further explanation of the key findings, is available for download at Understanding Opera's New Audiences.

In the years following the pandemic shutdowns, opera companies across the country reported record levels of first-time attenders. Since full houses are central to the artistic and financial health of opera companies, OPERA America embarked on this critical research project to uncover ways to retain and convert these newcomers into a sustaining audience for the future.

“While audiences at many opera companies still have not rebounded fully since the pandemic, the record-breaking levels of first-time attenders are a sign of hope,” stated Marc. A. Scorca, president/CEO of OPERA America. “Our research shows that these new audiences are younger, more diverse, and enthusiastic about their experience at the opera. With the right retention strategies, they can become a loyal audience that sustains opera companies into the future.”

“We are excited to share a clearer picture of new opera audiences across the country in this report,” shared Tanya Treptow, senior research scientist and co-director of Slover Linett at NORC. “Collective learning of this scale can help advance the whole field, and we look forward to seeing how opera companies apply new strategies to develop their audiences.”

The public is invited to a free webinar on Friday, November 22 at 1:00 p.m. ET, during which OPERA America staff will present the key findings in greater detail and engage the research team and field leaders in discussion of several salient topics. To register, visit Understanding Opera's New Audiences Webinar.

The Slover Linett at NORC research team included Tanya Treptow, Ph.D., senior research scientist and co-director, Slover Linett at NORC; Matthew Jenetopulos, M.B.A., research scientist; Bayaz Zeynalova, M.P.P., research director; Gustavo Arruda-Franco, research associate; and Heather Welty, research associate.