In early 2009, The League of American Orchestras asked McKinsey & Company to collect and analyze orchestra audience participation data in order to understand the impact of demographic trends on orchestras. 

The "Audience Demographic Research Review" confirmed the findings of the National Endowment for the Arts 2008 "Survey of Public Participation in the Arts", while providing new details about behavior within and across generations.

A League’s comprehensive memo, in 2009, highlighted the findings of both studies


 The League of American Orchestras' 

"Audience Demographic Research Review", 2009

The National Endowment for the Arts' 

"Survey of Public Participation in the Arts", 2008.

The League of American Orchestras'    

Memo Highlighting the Findings of Both Studies, 2009