New Report from Greater Philadelphia Cultural Alliance Examines Theater-Going Habits in the Region

Findings underscore public enthusiasm for live performances, despite lingering barriers to participation 

PHILADELPHIA (August 27, 2025) – The Greater Philadelphia Cultural Alliance (“Cultural Alliance”), today released “A Look at Theater-Going Habits in Greater Philadelphia,” a new report exploring how audiences in the region are engaging with theater as the sector continues its recovery from the COVID-19 pandemic. The report builds on findings from “PA CultureCheck,” a study conducted in partnership with PA Humanities, which showed uneven recovery across arts and culture disciplines. While many organizations have regained pre-pandemic attendance levels, performing arts organizations continue to lag behind in comparison to museums, historical organizations, and libraries. 

“Philadelphia is home to one of the most innovative and respected theater communities in the nation, known for presenting high-quality and engaging productions with wide-ranging appeal.    Our stages reflect the voices, stories, and lived experiences of people across the region and beyond. Yet, theaters continue to face real challenges, including shifting audience behavior in the wake of the COVID-19 pandemic,” said Patricia Wilson Aden, President & CEO of the Greater Philadelphia Cultural Alliance. “This report illuminates not only who is attending performances and why, but also the barriers that prevent too many from experiencing the exciting productions offered by our local theaters. We are hopeful that these insights will support our theater community as they work to adapt, grow, and remain a vital part of our region’s cultural ecosystem.” 

“A Look at Theater-Going Habits in Greater Philadelphia” collected data from three main sources: a public opinion poll (491 responses), a survey of audiences at 10 participating theaters (385 responses), and the 2025 PA CultureCheck report (117 responses). Audience surveys took place on-site at ten participating theaters in the region. 

Key findings include: 

Performing arts organizations lag behind in post-pandemic recovery. 

• Compared to the average of 50% of organizations that had recovered to pre-pandemic attendance levels, only 41% of performing arts organizations had returned to pre-pandemic attendance levels. 

Greater Philadelphia residents value arts and culture, but cost and limited time hinder participation. Transportation and parking are also barriers. 

• 83% agreed that arts and culture were personally important to them. 
• 85% visited, attended, or watched arts and culture in the past year. 
• 55% of respondents cited cost, 41% cited lack of time and 45% cited transportation or parking challenges as significant obstacles to participation. 

Theatergoers are loyal supporters of the arts and motivated by meaningful experiences. 

• 81% 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. 
• 69% of theatergoers reported they attend theater at the same rate—or more often—than before the pandemic. 
• 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.” 

Awareness of arts and culture offerings is limited. 

• 72% of respondents learned about cultural events primarily through social media, signaling both opportunity and challenge for audience outreach. 

Consistent with these findings, the Cultural Alliance’s report offers recommendations for both theaters and for civic leaders, funders, and government representatives to invest in and support the theater community. The full report can be found at https://www.philaculture.org/research/look-theater-going-habits-greater-philadelphia%C2%A0.  

“Live performances invite connection—with the powerful stories on stage and with one another as audience members,” said Leigh Goldenberg, Managing Director of The Wilma Theater and member of the Board of Directors of the Greater Philadelphia Cultural Alliance. “This report reinforces what we know firsthand: that audiences are eager to engage but face real and growing obstacles to attend our events, from awareness to affordability. We must work collectively, within the arts and across business sectors, to lower those barriers and ensure that live theater remains accessible and welcoming to all. The insights presented in this report are not just informative, but actionable, and they offer a path forward for the entire sector and region.” 

Commissioned at the request of the region’s theater community, “A Look at Theater-going Habits in Greater Philadelphia” is part of the Cultural Alliance’s ongoing commitment to research that illuminates the state of the cultural sector. The project was guided by an advisory committee composed of representatives from Arden Theatre Company, Bristol Riverside Theatre, EgoPo Classic Theater, InterAct Theatre Company, Lantern Theater Company, People’s Light, Philadelphia Theatre Company, The Players Club of Swarthmore, Quintessence Theatre, and Wilma Theater. The project was financed in part by a grant from the Commonwealth of Pennsylvania Department of Community and Economic Development. 

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About Greater Philadelphia Cultural Alliance: 

Established in 1972, the Greater Philadelphia Cultural Alliance has proudly served as the region’s foremost advocate for arts and cultural for over 50 years. Our mission is to lead, strengthen and amplify the voices of a dynamic cultural community that sparks creativity, inspires people, and plays a vital role in fostering the health and wellbeing of the region. Representing a diverse cultural ecosystem—including museums, visual artists, dance companies, community art centers, musicians, historic sites, zoos, and more—the Cultural Alliance is dedicated to being a thought leader, trusted resource, and powerful advocate for the Greater Philadelphia creative sector. We are committed to driving positive change and supporting the collective vision of our community. For more information, please visit philaculture.org.