Audience Development Toolkit

As we all know, lately the behaviour of the audience in concert halls has started to change and classical music concerts are no longer a priority for young audiences. If 30, 40 years ago there were only two categories in society, those who listen to classical music and those who don’t listen to classical music, in recent years things have changed quite a lot.

We want to support managers of cultural institutions or concert organisers with this Handbook which aims to divide the audience into 3 typologies and to analyse each type of listener in order to create different strategies to attract an existing audience in concert halls.

This material is based on a survey carried out in the three partner countries (Romania, Cyprus and Hungary) by questioning over 350 respondents about their music habits, both for concerts in concert halls and for concerts on streaming networks.

Our conclusion was that in every country we have the 3 categories watched ( Audience by Habit, Audience by Choice and Audience by Surprise ) and that classical music is still relevant even today for any age group.

In the following lines we will present the characteristics of these categories but also strategies that we consider appropriate to make the classical music sector sustainable and maybe even profitable for cultural institutions.

Let’s discover together interesting and relevant information in the following lines.