The COVID-19 pandemic disrupted performing arts industries, but opera has emerged with a striking silver lining: a surge in first-time attendees.

A new report by OPERA America, in collaboration with the University of Chicago’s culture research firm NORC Slover Linett, has illuminated the demographics, motivations, and experiences of these newcomers, providing insights critical for audience retention and growth.

The report, Understanding Opera’s New Audiences, is based on over 11,000 responses from attendees across 36 opera companies in the US between 2020 and 2024. It highlights how pandemic era shifts and post-lockdown explorations brought diverse newcomers into opera houses.

Iain Henderson, Jessica Pratt and the Opera Australia Chorus in Opera Australia’s The Tales of Hoffmann. Photo © Keith Saunders

Who Are the Newcomers?

The study identifies “New-to-Opera” attendees as younger, more diverse in race and ethnicity, and representing a wider range of income and educational backgrounds compared to traditional audiences. Many first timers attended opera to explore something new, often gravitating toward classics for their familiarity.

“They’re drawn to the sheer spectacle of opera,” says Marc A. Scorca, President and CEO of OPERA America. “It’s clear they want an experience that’s...