How people discover live performances also varies by age. Among those who have attended a classical concert, 61% of Gen Z and Millennials hear about events through social media, followed by word of mouth (47%) and streaming platforms (38%). Gen X and Boomers, by contrast, rank word of mouth as their top source of discovery (exceeding 50% for both groups), followed by a heavier reliance on traditional channels, which remain among their leading sources of discovery (posters, flyers or physical ads; radio or TV; and newspapers or magazines).

This generational divide underscores how the next wave of audiences is being built digitally.