The Greater Philadelphia Cultural Alliance is pleased to share the results of A Look at Theater-Going Habits in Greater Philadelphia, a report created at the request of the region’s theater community and as part of our commitment to research that illuminates our region’s cultural sector. 

Our 2023 PA CultureCheck report, conducted with PA Humanities, revealed that while 32% of participating organizations had regained pre-pandemic attendance levels, the recovery was uneven. Performing arts organizations were more significantly affected, with only 15% reporting full recovery, compared to 41% for museums, historical organizations, and libraries. Additionally, we’ve consistently heard from our members—especially theaters—that audience attraction and retention remain persistent challenges. Together, these insights prompted the Cultural Alliance to examine what drives local audiences to engage with arts and culture.

Data was gathered from three main sources: a public opinion poll (491 responses), a survey of audiences in 10 participating theaters (385 responses), and from the 2025 PA CultureCheck with PA Humanities (117 responses). Audience surveys took place onsite at ten participating theaters, by trained GPCA surveyors using QR codes and iPads. 

The project was guided by an advisory committee composed of representatives from Arden Theatre Company, Bristol Riverside Theatre, EgoPo Classic Theater, InteraAct Theatre Company, Lantern Theater Company, People’s Light, Philadelphia Theatre Company, The Players Club of Swarthmore, Quintessence Theatre, and Wilma Theater. 

Key Findings

• Greater Philadelphia residents value the arts and culture, but the cost and limited time hinder participation. 
• Theater-goers want to be entertained on multiple levels. 81% percent said they wanted either a thought-provoking experience, wanted to rediscover the joy of live theater, sought escapism and entertainment, and/or were looking for new and exciting productions. 
• Transportation and parking remain significant barriers. 
• Awareness of arts and culture offerings is limited. 
• Performing arts organizations lag behind in post-pandemic recovery. 

Highlights

Theater Audiences

• 78% rated tickets as a good or excellent value for their entertainment dollar.
• 35% of the theatergoers subscribed to at least one theater company.
• 72% of subscribers were motivated to do so “to support the arts and artists.”
• Most of those who identified as theatergoers reported that they were still attending the theater at the same rate —or more often than before the pandemic (69%). 
• Barriers for theater goers to attend as many shows included: cost (37%), limited time (28%), and change in habits and priorities (24%).
• 81% said they sought thought-provoking experiences, wanted to rediscover the joy of live theater, pursued escapism and entertainment, and/or wanted new and exciting productions.

General Public

• 83% agreed that arts and culture were personally important to them.
• 85% visited, attended, or watched arts and culture in the past year.
• 72% of respondents learned about arts and culture events through social media.
• Cost (55%) and lack of time (41%) were the main reported barriers to arts attendance.
• Nearly half of Philadelphians (45%) reported that getting there, whether due to a lack of transportation or parking, was a barrier to increased arts participation.
• Respondents agreed that arts and culture were very or extremely important (54%) to their community’s quality of life. 

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TECHNICAL REPORT

We’ve also made a more comprehensive technical report available, containing tables of survey responses and demographic data for both the public opinion and audience surveys. 

View Technical Report (opens in new tab)

This Project was financed in part by a grant from the Commonwealth of Pennsylvania, Department of Community and Economic Development.