Museums have in recent years been confronted with global trends and challenges that have urged them to shift their focus from objects to audiences and increasingly adopt an audience-centric approach. Becoming more audience-centered has prompted museums to embrace change in terms of professional, structural, and organizational development. What does this change entail? What do museums that changed to become more audience-centered have in common? By analyzing museum case studies from different parts of Europe, this presentation will seek to illustrate how different audience development goals have informed the choice of different interventions by museums to attract new and wider audiences, increase commitment of existing audiences, and develop more enriching experiences for all audiences.