Audience Outlook Monitor results
Results from the Audience Outlook Monitor are now available.
By and large, audiences plan to return to arts and culture events in future (85%), with 78% planning to attend just as they did before the COVID-19 pandemic and 7% even more often.
However, the results show that in the short-term, the pandemic will affect who comes back to arts and culture events and how soon, the types of events they visit, and the size of events that they feel comfortable attending. Venue safety measures are critical, with 96% saying their decision to attend will be influenced by the measures put in place.
Use the dashboard to get results for your artform and region
Survey data from over 23,000 Australian respondents has been aggregated in a freely available dashboard, to assist artists and cultural organisations of all kinds to understand how audiences feel about attending events again.
Baseline data was collected in a cross-sector collaborative survey process involving 159 arts and culture organisations, including museums, galleries, performing arts organisations and festivals. These organisations simultaneously sent a survey to a random sample of audience members who had attended a cultural event since January 2018. Read more about the methodology and the types of events that are included.
By aggregating the data from 159 participating organisations, this study provides a detailed resource with insights about all different artforms, types of events and demographic groups in all parts of Australia. No individual respondents or organisations are identified.
Access the dashboard by following the link below and entering the login details provided. For guidance on how to use the dashboard, visit the Australian homepage for the dashboard, where you can watch a tour or download a guide.
Please share your reflections and insights using the hashtag #audienceoutlookmonitor
New South Wales Snapshot Summary Report: May 2020
The findings of the Audience Outlook Monitor in New South Wales (NSW) broadly follow the national results, which point to a positive long-term outlook for re-engagement of audiences at all kinds of arts and culture events.
Right now, NSW audiences are among the most cautious nationally about attending events, particularly in large venues, which could be linked with the population size and rate of transmission in the State.
The outlook for museums and galleries in NSW is more positive, with 88% at least somewhat comfortable to walk around a space, which bodes well for the re-opening of NSW institutions on 1 June.
However, venue preparation will be critical as NSW audiences are more likely to say their decision to attend will be influenced by safety measures, relative to those in other States/Territories.
NSW audiences are currently highly engaged online. They are more likely than those in other regions to be paying for experiences, and they are spending more. However, NSW audiences are more likely to say a barrier to engagement is simply having other priorities for their time, and there are suggestions of a competitive online market for arts and culture experiences.
About the Audience Outlook Monitor
The results now available represent the first phase of a three-phase study that will track how audiences feel about returning to events in the context of the COVID-19 pandemic. Data was collected between 6 and 14 May 2020, forming a baseline against which future changes can be tracked.
Data will be collected from audiences again in July and September 2020, as restrictions are lifted on the number of people allowed to gather for cultural events.
Create NSW is collaborating with research agencies Patternmakers (Sydney) and WolfBrown (USA) and five other government agencies across Australia to produce this resource. The dashboard is freely accessible and designed to help artists and cultural organisations of all kinds to make the best possible decisions about re-opening.
How to find out more
More Snapshot Reports, Fact Sheets and resources will be made available in the coming weeks. To receive these directly into your inbox, as soon as they are available, you can opt in to receive Audience Outlook Monitor news straight from the researchers here.
If you have a question, or an idea for using this data, please contact Patternmakers at email@example.com.