Report · Customer journey 2026

From first-timer to regular

How theatres and orchestras can optimise their customer journey.

Most houses pour their marketing into winning first-time visitors and new subscribers. But the biggest untapped potential sits in between — turning a first visit into a second, and a handful of visits into a lasting habit. The report shows, step by step, how houses can unlock this potential and optimise their customer journey.

What's inside the report

  • The biggest overlooked potential in the customer journey
  • How to segment your audience by visit frequency and interest, so your messaging actually lands
  • How to get started today — including concrete campaign ideas
of the audience attend just 1–3 times a year
of all tickets are bought by regulars
decline in regulars since 2022

Download the report to reveal the numbers

Download the report for free (German only)

Enter your name and email address. We will email you a single-use download link.

You will receive a download link by email. It is valid for 48 hours and can be redeemed once.

We use your details only to provide the download you requested. This request does not sign you up for a newsletter. Find out more in our privacy policy.