Report reveals orchestral audiences are growing

The Royal Philharmonic Orchestra (RPO) has published its annual report on engagement levels and interest in orchestral music. A Journey of discovery for today’s orchestral audience investigates the significance of live music experiences in the streaming era and the various ways orchestral music is enjoyed in today's technological landscape. Conducted throughout 2024, the survey was conducted from a sample of 2,000 adults across the UK.

The report highlights that over 79 per cent of people have a relationship with orchestral music, with 78 per cent indicating they are more likely to attend live concerts. Longstanding classical music enthusiasts made up a small portion of this, suggesting that many people are still on a journey of discovering the genre. This marks an increase from the 59 per cent who engaged with orchestral music in 2022. The preference for concert halls stems from the enjoyment of live performances and the immersive experiences they offer, with 51 per cent of respondents citing the quality of the experience as their main reason for favouring live concerts.

RPO head of sales and marketing Louise Williams explained: ’As part of the study, we asked audiences about the steps that could be taken to make a concert experience more appealing. People’s responses reflected where they were on their orchestral journey. Some that were new to the genre had suggestions that could support their discovery; music students were passionate about digital engagement and more established audiences wanted the orchestras they loved to be more accessible. At the RPO we are already making progress in many of these areas, and this exemplifies our mission to present orchestral music to the broadest possible audience.’

Although concert attendance is rising, 48 per cent of UK adults still prefer music streaming. This means live concert experiences are the main source of income for orchestral musicians. The RPO’s autumn 2024 research explored attitudes toward attending music concerts, focusing on orchestral music and comparing its popularity to other live music genres. The research reveals that 78 per cent of people are most interested in attending live concerts, with 15 per cent attending monthly, twice as often as those for other genres. These findings challenge the stereotype that orchestral concerts are niche experiences.

Concerts featuring music from musicals and films were most likely to attract regular or repeat audiences year-round.

RPO business development director Huw Davies said: ‘The growing diversity of today’s audience calls for us to reflect this in our programming, ensuring that we deliver excellence through a wide range of concerts and repertoire that will appeal to the broadest possible audience. The Royal Philharmonic Orchestra’s current season is designed to engage and inspire audiences through the thrill of live orchestral music, wherever they are on their musical journey. In 2025 the RPO will perform an eclectic mix of repertoire, showcasing the depth and diversity of orchestral music. With interest in orchestral music remaining strong and ever-increasing numbers looking to broaden their musical horizons, we invite audiences join us in celebrating the rich tapestry that the genre provides, performed by one of the world’s most revered orchestras.’

As the diversity of orchestral audiences grows, 76 per cent of survey respondents recommended modernising the orchestral concert experience. Among longtime orchestral music enthusiasts, 34 per cent suggested offering more daytime or matinee concerts, while music students favoured encouraging audience interaction on social media during performances.

RPO managing director Sarah Bardwell added: ‘Nationally, 41 per cent of adults hold this view of British music-making, in a list that is dominated by our creative industries.’

The survey’s research allows for a comparison of the RPO’s previous annual report with the 2024 data, revealing how new technologies enable music listeners to discover emerging artists and explore the orchestral genre more deeply through the internet:

RPO music director Vasily Petrenko commented: ‘Our research shows that many people are excited by the prospect of discovering orchestral music. It is not an historical genre; it is very much alive with a beating heart. This is in part powered by the musicians and the magic of the concert hall experience—but it is also down to the audience.’