OPERA America has released new research findings in “Understanding Opera’s New Audiences.”

The yearlong research study looked into the motivations, experiences, and barriers faced by new opera audiences nationwide in the years during and following the pandemic. 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. The 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.

The key findings are:

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

A webinar took place in order to delve into the findings. The full report can be read on the OPERA America website. The study was conducted in partnership with the premier cultural research firm, Slover Linett at NORC, at the University of Chicago.