PHILADELPHIA: The Greater Philadelphia Cultural Alliance has released “A Look at Theater-Going Habits in Greater Philadelphia,” a new report exploring how audiences in the region are engaging with theatre 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. It finds that while many performing arts organizations have regained pre-pandemic attendance levels, they continue to lag behind in comparison to museums, historical organizations, and libraries. Surveyed audiences cite cost, limited time, transportation, and lack of awareness of arts and culture offerings as barriers to entry to attending theatre. 

“Philadelphia is home to one of the most innovative and respected theatre communities in the nation, known for presenting high-quality and engaging productions with wide-ranging appeal,” said Patricia Wilson Aden, Greater Philadelphia Cultural Alliance president and CEO, in a statement. “Our stages reflect the voices, stories, and lived experiences of people across the region and beyond. Yet theatres continue to face real challenges, including shifting audience behavior in the wake of the Covid-19 pandemic. 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 theatres. We are hopeful that these insights will support our theatre community as they work to adapt, grow, and remain a vital part of our region’s cultural ecosystem.”

The report 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 onsite at 10 participating theatres. Key findings include: 

• Performing arts organizations lag behind in post-pandemic recovery. Compared to the Southeast Pennsylvania average of 50 percent of organizations that had recovered to pre-pandemic attendance levels, only 41 percent of performing arts organizations had returned to pre-pandemic attendance levels. Still, 71 percent of them did report a rise in attendance since last year (above the Southeast Pennsylvania average of 57 percent), marking the performing arts as the sector with more increased attendance over the past year than libraries, community, and educational organizations.
• Greater Philadelphia residents value arts and culture, but cost and limited time hinder participation. Transportation and parking are also barriers. 83 percent agreed that arts and culture were personally important to them. 85 percent visited, attended, or watched arts and culture in the past year. 55 percent cited cost, 41 percent cited lack of time, and 45 percent cited transportation or parking challenges as significant obstacles to participation. 
• Theatregoers are loyal supporters of the arts and motivated by meaningful experiences. 81 percent said they wanted either a thought-provoking experience, wanted to rediscover the joy of live theatre, sought escapism and entertainment, and/or were looking for new and exciting productions. 69 percent reported they attend theatre at the same rate—or more often—than before the pandemic. 35 percent subscribed to at least one theatre company. 72 percent of subscribers were motivated to do so “to support the arts and artists.” 
• Awareness of arts and culture offerings is limited. 72 percent of respondents learned about cultural events primarily through social media, signaling both opportunity and challenge for audience outreach. 

The report offers recommendations to invest in and support the Philadelphia theatre community. For theatres, the report’s authors recommend considering pay-what-you-can models, marketing the arts as a good value, and more. And they urge civic leaders, funders, and government representatives to invest in discounted ticketing programs like Philadelphia’s recent TKTS model, to make access to public transportation and parking accessible and affordable, and to create dedicated funding for arts and culture.

“Live performances invite connection, with powerful stories onstage and with one another as audience members,” said Leigh Goldenberg, Wilma Theater‘s managing director and a Cultural Alliance board member, in a statement. “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 theatre 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.” 

The report was done at the request of the region’s theatre community, and 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 with 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. It was financed in part by a grant from the Commonwealth of Pennsylvania Department of Community and Economic Development. 

Established in 1972, the Greater Philadelphia Cultural Alliance has served as the region’s advocate for arts and culture for over 50 years. Its 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 well-being of the region.