Benchmark Analysis: 2023 Marketing and Subscriptions
April 4, 2023
As we enter spring months, arts organizations want to take stock of how their marketing efforts and subscriptions are performing this year. Our latest Arts Leader Survey asked arts leaders to benchmark themselves on new to file audiences, subscription packages and renewal rates, marketing budgets and staff trends, as well as any recent innovations and changes to enhance the audience experience.
Highlights from the survey include:
Although arts organizations are currently ahead in subscription sales compared to last year, sales are still generally behind pre-pandemic trends.
On the other hand, over half of arts organizations have larger percentages of new-to-file audiences this year compared to pre-pandemic times.
Half of orgs offer more traditional subscription packages, with some non-traditional packages; and over half of orgs think that non-traditional packages will gain importance in the org's future overall subscription mix.
A majority of orgs have maintained or increased marketing staff within the last 12 months.
