A study released today by Against the Grain Theatre has outlined the results of a recent North American survey of over 1500 opera patrons across North America. The goal of the Digital Opera Research and Intelligence Study (DORIS) was to better understand how opera fans interact with social media, online video, streaming subscription services, and livestreamed performances.
The white paper, written by Media Consultant Michael Morreale, shows a significant shift in attention by opera fans towards digital content, not only for younger demographics, but older ones as well.
The study surveyed opera fans distributed across three countries: USA (71.5%), Canada (27.7%), and Mexico (0.1%). Of those respondents, 86.8% lived in or near a large city.
12 Key Findings:
1. 20.2% said they attended 5 or more concerts per month
2. 49.6% said their number one reason for not attending a concert was that they don’t have time
3. 60%+ of respondents say they visit a social media site once a day or more. Facebook, Youtube, and Instagram were the most visited
4. 31% of respondents reported watching at least one online video per day
5. Mobile and tablet are the most common source for online viewing
6. The majority of respondents do not pay to subscribe to a music streaming service. Of those who do, the most popular are: SiriusXM, Spotify, Apple Music and Amazon Music
7. About half of respondents have attended a Met Live in HD cinema broadcast
8. 35.7% of respondents have watched a livestreamed performance; however, 72.8% say they are at least somewhat interested in doing so
9. When it comes to purchasing tickets or selecting a livestreamed opera, composer or repertoire ranked the most important factor. Sound quality ranked at the most important for choosing a general livestreamed performance
10. Nearly 50% of respondents say they would pay to watch a livestream
11. 20.4% of respondents say they are more likely to purchase tickets to a live performance if it is being livestreamed
12. 31.9% of respondents are more likely to donate to a performing arts company after it has streamed a performance
Study partners included Michael Morreale, Banff Centre for Arts and Creativity, Canadian Music Centre, Canadian Opera Company, Cowtown Opera, Edmonton Opera, Ottawa Chamberfest, Lyric Opera of Chicago, Pacific Opera, and Vancouver Opera.
The full study is available for download HERE (PDF).