What if Orchestras Were More Like Netflix?
As subscriptions face an uncertain future, classical music could look to the membership models of streaming services and gyms for inspiration.Perhaps you spend your mornings at the gym, working out with the help of a playlist on Spotify. In the evening, you wind down with Netflix or a movie on Max. As you go to bed, you might even open a meditation app to help you fall asleep. Then you wake up, and do it all again.A routine like that is built on memberships that provide unlimited access to something for a monthly fee, and are tightly woven into our lives in part because they’re convenient. (Dangerously so: I’m far from alone in having realized too late how many free trials have turned into valves quietly hoovering up money from my bank account.) Why, then, have they not caught on in classical music performances?The model could go something like this: You pay a monthly membership fee to your local symphony orchestra that entitles you to attend however much you’d like. As with a gym or a streaming service, some people may go often; some, not at all. Regardless, the orchestra receives steady revenue, and you have full control of your calendar, with the ability to make plans even the day of a performance.While a handful of orchestras have experimented with this model, it hasn’t become standard because most institutions already have a long-established ticketing program they prefer: subscriptions. In that system, people are sold packages for a season, which involves planning evenings out up to a year or more in advance. This works for those who like to go on the same night of the week, or sit in the same seat. Orchestras, in turn, are provided with financial security.According to the League of American Orchestras, subscriptions have bounced back from a pandemic slump strongly enough that they grew by 7 percent from 2019 to 2024. Administrators, however, have long been anxious about the future of the subscription model. Less than a decade ago, the League itself commissioned a study that revealed subscriptions were not only in decline, but also out of touch with how people plan and purchase entertainment today.The St. Paul Chamber Orchestra, shown performing in April, was an early adapter of the member model. “There just aren’t that many people in April who want to commit to concerts from September to June,” the ensemble’s leader said.Claire Loes for the St. Paul Chamber OrchestraWe are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More
