TAPA Audience Report

The level of engagement in arts and culture is an important part of the success of Toronto and part of what helps make Toronto such a great city to live as well as to visit. TAPA has a vested interest in identifying the key barriers to audience attendance and working together with the membership to find solutions and new ways to attract and retain audiences. Research provides us with the ability to assess emerging cultural practices. And with the current densely competitive marketplace, we need to discover concrete ways to increase engagement in theatre, dance and opera in Toronto.
Amongst our goals with the Audience Report, we hope to discover ways to remove existing barriers (real or perceived) that audiences cite as reasons for not attending cultural activities.

Despite the many challenges facing TAPA Members the research revealed in the AUDIENCE REPORT points to multiple opportunities to grow arts participation.

Awareness and frequency of attendance to theatre, dance and opera is an essential factor. TAPA remains keenly interested in continuing to develop new ways to reach our young people so that the current and future generations can enjoy live performing arts in Toronto. The Executive Summary highlights 5 Key Factors to be considered by TAPA members in building, attracting and sustaining audiences.


TAPA has been gathering data on behalf of the theatre, dance and opera industries since 2004. The TAPA Stats Reports Phase One, Phase Two and Phase Three; represents six year’s worth of data from 2004-2010. Amongst the findings and financial information from the Stats Reports, we also learned unequivocally that audience attendance in Toronto is in decline. And so as an ASO, TAPA did the responsible thing and turned our focus to the monumental challenge of better understanding our audiences and their behaviour.

Download the TAPA Audience Report


TAPA Stats Reports

The TAPA Stats Reports are industry-wide surveys of Toronto’s professional not-for-profit and commercial theatre, dance and opera companies. Administered and analyzed by The Strategic Counsel, the findings of the TAPA Stats Reports provide up-to-date statistical information about the Toronto performing arts industry.

TAPA Stats Report Phase I (2004/05 and 2005/06)

Important key findings from the TAPA Stats Report Phase 1 include:

  • Over 1 million individuals attended a professional theatre, dance or opera event
  • They spent over $169 million on tickets
  • Over 2.5 million single and subscription tickets were sold by TAPA members
  • 22% of audience members come from outside the City of Toronto
  • 2,800 high school groups attended a performance in Toronto
Download the TAPA Stats Report 1


TAPA Stats Report Phase II (2006/07 and 2007/08)

Important key findings from the TAPA Stats Report Phase II include:

  • In the 2007/08 season over 2.4 million single and subscription tickets were sold by TAPA members.
  • TAPA members surveyed report a sustained and substantial increase in the number of performances presented since 2004/05. The total number of performances reported for 2007/08 season is 11,916.
  • Torontonians spent over 152 million on tickets at participating TAPA member companies during the 2007/08 season.
  • TAPA member sponsorships increased to over $10.25 million in 2007/08.
  • Students are an important audience for Toronto producers. In 2007/08, nearly 100,000 students attended in-school and theatre performances.
Download the TAPA Stats Report 2


TAPA Stats Report Phase III (2008/09 and 2009/10)

The TAPA Stats Report Phase III presents findings from data gathered in an industry-wide survey sent to the TAPA Membership. This report summarizes the data for the periods of 2008/09 and 2009/10. Consistent with Phase I (2004/05 and 2005/06) and Phase II (2006/07 and 2007/08), the TAPA Stats Report Phase III reflects the footprint of the overall theatre, dance and opera industry and its impact on the city of Toronto.

Download the TAPA Stats Report 3 Download the TAPA Stats Report 3 Brochure


TAPA Stats Report Phase IV (2014/15 and 2015/16)

Some key findings of the TAPA Stats Report Phase 4:

  • 4 million tickets sold for theatre, dance, and opera, reflecting an increase in audience attendance of 5%
  • total ticket revenue exceeded $188 million in the 2015/16 season, an increase of $56 million since the 2009/10 survey period of
  • despite increasing numbers of productions and performances, TAPA members report a decline of more than 50% of their full-time and part-time artistic and non-artistic staff in the past decade
Download the TAPA Stats Report 4

Toronto Entertainment Survey

Field Day conducts an Annual Toronto Entertainment Survey to gauge the interest in, and attitudes towards, Toronto’s live entertainment offerings.

The annual survey looks at over 100 of the top Toronto & GTA attractions destinations, attractions, events, performing arts organizations, sports, and entertainment venues.

Below are links to 3 of the summary reports with highlights revealing key findings that may help TAPA Members think about new partnerships and their current marketing choices.

Download the 2018 Toronto Entertainment Survey Download the 2016 Toronto Entertainment Survey Download the 2014 Toronto Entertainment Survey


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