Performing arts, 2024

Released: 2026-01-22

Post-pandemic recovery and shifting consumer preferences in the performing arts industry in 2024

The performing arts industry fully resumed operations in 2024, after years of disruption caused by the COVID-19 pandemic. While the pandemic is no longer a defining factor to this industry, its legacy continues to shape consumer behaviour. Audiences have returned to in-person events; however, patterns of attendance and spending may reflect evolving consumer preferences.

Operating revenue for the performing arts industry reached $3.2 billion in 2024, up 17.0% from 2022, while operating expenses increased 17.4% to $2.8 billion. With expense growth outpacing that of revenue, operating profit margins declined slightly from 12.9% in 2022 to 12.6% in 2024.

Not-for-profit companies see profits decline despite higher attendance and more performances

The operating profit margins of not-for-profit companies in the performing arts industry declined from 1.9% in 2022 to -2.4% in 2024, despite operating revenue increasing by 16.5% to an all-time high of $1.1 billion. This decline in profit margin was driven by stronger operating expense growth, up 21.6% to $1.2 billion.

Not-for-profit companies in the performing arts industry rely heavily on grants, subsidies, donations and sponsorships, which accounted for just over half (52.4%) of operating revenues in 2024. Revenue from federal grants (-28.7%) and provincial and territorial grants (-13.6%) decreased from their peaks in 2022 but remained well above pre-pandemic levels.

Conversely, private sector contributions strengthened by 23.6% to $264.5 million in 2024, topping the pre-pandemic high in 2018. This increase was led by individual donations, up by $20.1 million, and donations from foundations, up by $17.7 million, as foundations and individual donors reaffirmed their support for cultural institutions.

Shifts in audience preferences

Performance numbers and attendance for not-for-profit companies in 2024 rose compared with 2022, though they remained below pre-pandemic highs, suggesting that rebuilding audience numbers may take more time.

In 2024, single-ticket sales increased by 70.2% from 2022 to $225.9 million, exceeding 2018 levels, as audiences increasingly favoured flexible purchasing options.

Subscription revenue grew by 105.8% to $57.4 million in 2024, but it remained below pre-pandemic levels seen in 2018.

In 2024, the share of single-ticket sales grew to just over two-thirds (67.1%) of total performance revenue, compared with 60.3% in 2018. Conversely, the share belonging to subscriptions dropped from 23.2% in 2018 to 17.0% in 2024. This shift may reflect consumers' desire for choice and affordability in a post-pandemic economy.

For-profit companies rebound

The for-profit performing arts industry saw strong gains in 2024, as revenues increased by 17.4% (+$304.6 million), while operating expenses grew at a slower pace, increasing by 14.5% (+$206.2 million). This led to operating profit margins (20.9%) exceeding those posted before the pandemic in 2018 (20.5%).

Looking ahead

With the pandemic behind them, performing arts organizations face new challenges, such as inflation, rising costs and evolving consumer habits. Households' ability to afford tickets and make donations will continue to influence the performing arts industry.

Contact information

For more information, or to enquire about the concepts, methods or data quality of this release, contact us (toll-free 1-800-263-1136; 514-283-8300; infostats@statcan.gc.ca) or Media Relations (statcan.mediahotline-ligneinfomedias.statcan@statcan.gc.ca).