Our latest ABA Executive Benchmark explored the results for revenues generated by single ticket sales and subscription packages in 2024, as well as projections for sales in 2025.
Highlights from the survey include:
For most organizations in our dataset, single ticket sales amounted to under 60% of total earned revenue in 2024.
For a majority of respondents, single ticket sales have remained more or less as compared to 2023.
Popular events/ familiar shows as well as holiday season programming were the most successful at generating single ticket revenue.
For most organizations in our dataset, subscription packages generated under 40% of total earned income in 2024.
Fixed/Full season subscriptions were the most successful packages in terms of revenue generated in 2024.
While most shows across programming seasons had under 70% sold capacity, holiday shows sold at a much higher rate with half of respondents reporting 81-100% sold capacity.
54% of respondents reported that first-time buyers made up between 20-40% of their single ticket sales.
