Our latest ABA Executive Benchmark explored earned revenues for single tickets sales and subscriptions, including holiday season performances and anticipated projections for 2026.
Highlights from the survey include:
Single tickets sales account for approximately 41-60% of total earned revenue for most survey respondents, while subscription sales represent under 20% of all earned revenues.
Earned revenue from single tickets sales and subscriptions remained stable or increased for most respondents in 2025 compared to 2024.
The average sold capacity for shows in 2025 ranged around 71-80% for most respondents. However, holiday season shows enjoyed a higher average sold capacity between 81-99%.
Over half of survey respondents reported higher sold capacity rates for 2025 holiday season performances compared to 2024.
Most respondents reported under 20% of subscriptions came from first time subscribers, while approximately 20-40% of single ticket buyers were new-to-file buyers.
Most survey respondents project small increases in revenues generated by single tickets sales and subscriptions.
