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Digital Opportunities in Arts and Culture

June 2026

 

How can arts and cultural organizations leverage digital tools to expand audiences, strengthen engagement, and generate sustainable revenue?

To explore this question, ABA conducted a multi-phase research study combining qualitative interviews with five benchmark organizations across museums, performing arts venues, and cultural institutions, alongside desk research, ABA Executive Benchmark data, and insights from ABA’s Next Generation Survey of 3,276 individuals. This report examines how arts organizations are using digital tools today, the challenges of monetizing digital experiences, and the opportunities digital presents for audience growth, accessibility, and long-term engagement.

Key Findings:

  • Digital is primarily an audience growth tool, not a major revenue stream: Across organizations, digital initiatives are most successful at expanding reach, increasing visibility, improving accessibility, and strengthening audience relationships rather than generating significant direct income.

  • The strongest digital strategies complement in-person experiences: Organizations consistently view digital as a gateway to physical participation, helping build anticipation, deepen engagement, and maintain connections beyond the visit rather than replacing live experiences.

  • Educational content, hybrid programming, and subscription models offer the greatest monetization potential: While direct digital revenues remain modest, organizations see the strongest opportunities in online learning, recorded content, memberships, and hybrid access models.

  • Long-term success depends on sustainable infrastructure and audience-focused planning: Effective digital initiatives require clear strategic goals, operational investment, ongoing experimentation, and an understanding of how digital behaviors can drive engagement, loyalty, and future participation.

Members can download the report by clicking below.

This article is related to a recently completed custom research project ABA conducted on behalf of a member. Our research team is always delighted to speak with members about tailoring research projects to your organization. To learn more or submit a custom research request, simply contact your member advisor or email us at info@advisoryarts.com.