Reimagining the Orchestra Subscription Model

A study by Oliver Wyman, commissioned by the League of American Orchestras

“Customized subscriptions are prospering because the dynamics of choice have shifted in their favor. Customers today want flexibility, personalization, and relationships with vendors. Because of that, choose-your-own options could become one third of all subscriptions by 2017.”

Namita Desai, author of the study and Consultant, Oliver Wyman

For Quick Access

• (Member-Only Content) To download a PDF of the study, click here. Find an executive summary on page 5 and guidelines for implementing the recommendations on page 38.
• To download an interactive version of the report optimized for iOS devices visit Oliver Wyman Ideas here in the Apple Store. Using an iPad or iPhone, you can easily navigate between chapters and interact with key graphics.
• (Member-Only Content) “Reimagining the Orchestra Subscription Model” webinar presented by study author Namita Desai now available for viewing.
• To download an article from Symphony magazine, which summarizes the study, click here (PDF).

About the Study

The study is based on the largest sales data set from orchestras to date and is the first industry-wide, longitudinal study of ten years of data to focus on revenues and sales trends. The League is grateful to the global consultancy Oliver Wyman for the pro bono time, resources, and expertise it devoted to this initiative as well as the orchestras that provided data for the study (page 43) and the working group (page 40) that guided the research.

Questions?

Email member@americanorchestras.org with questions. Thanks for your interest in this important work.

For more information about audience engagement trends, see the Audience Growth Initiative.

The League of American Orchestras is grateful to Oliver Wyman for their donation of time, resources, and expertise.

Additional funding is provided by generous grants from The Andrew W. Mellon Foundation, the National Endowment for the Arts, and by public funds from New York City Department of Cultural Affairs in partnership with the City Council.

Banner: Dallas Symphony, A Musicians View. Photo: Sylvia Elzafon