Market activity is increasing, but audiences continue to behave differently when it comes to attending events

  • Two-thirds of audiences say they are now ready to attend ‘whenever permitted’ (65%), and despite high case numbers say they are eager to get on with life under ‘COVID-normal’ conditions.

  • A greater proportion say they attended a cultural event of some kind in the past fortnight before data collection (76%), with the highest proportions attending live performances (49%), cinemas (32%) and museums/galleries (29%).

  • A range of factors influence attendance decisions – and uncertainty continues to lead people to buy tickets for events scheduled in the short-term - seven days (26%) or later this month (43%).

  • Almost half (46%) say the risk of transmission will inhibit their attendance in the next 12 months, confirming that COVID is still a factor to contend with.

  • Around one-quarter (24%) say that financial reasons have come into play and people under 35 appear to be the most affected (47%).

  • Only one in five (22%) say their attendance won’t be inhibited in any way in the next 12 months, which offers guidance for forecasting demand this year and next.  

Download the Live Attendance Update or read on for more of the findings.

If you would like to request the report in an accessible format, please email info@thepatternmakers.com.au.

 
 

Audiences are divided on matters of safety – and masks have regained popularity in some segments

  • Although many audiences want to move on from COVID-19 and regain a sense of normalcy, it is clear that the virus continues to play into decision-making for many – either some, or all of the time.

  • One-third (33%) of audiences say their general risk tolerance is low. They’ll only attend when they’re reasonably confident the risks of transmission are minimal.

  • A further 18% of people have mixed views: they say they’re generally happy to attend whenever permitted, but that the risk of transmission will likely inhibit their attendance in some ways over the next 12 months.

  • Qualitative data shows that some people are limiting their activity in anticipation of key events or travel plans, which may mean they de-prioritise arts attendance.

  • 43% of audiences are now happy to attend large theatres/concert halls without any safety measures in place. Some are comfortable with the level of risk associated with ‘COVID-normal’, while others have accepted that further mandates are unlikely and are managing their own safety through masking and distancing.

  • Older audiences are more likely to need reassurance, and 54% of audiences aged 65 and over say they won’t attend large theatres/concert halls unless masks are required. It’s worth considering if varying protocols by event (for example, offering a ‘masked matinee’) could help offer a way for cautious audiences to stay connected, without alienating others.

Understanding audience priorities in the post-COVID landscape can help position events  

  • Although there are positive signs, the situation is complex and there are a range of broader factors playing into attendance decisions.

  • There is a need for the sector to adapt to suit the conditions, as dramatic changes from this position now appear unlikely. From programming, to marketing, to venue management – there is a need for bold strategic planning and remodelling.

  • The market is crowded and the wide range of activities and events now available to audiences means that competition for audience time and attention is fierce. The need for targeted marketing continues to grow in importance – as different segments are behaving very differently.

  • Many people continue to prioritise social events, key milestone celebrations that might have been postponed, and travelling to visit friends and family.

  • Appetite to travel for cultural events has not changed significantly since March, which suggests that the recovery of cultural tourism remains a long-term proposition.

  • Patternmakers’ Visions for Culture research shows that audiences see a role for the arts to help the community heal, transform and remodel – and as the country moves into its ‘COVID-normal’, there will be a role for leadership and creative solutions from the sector.

  • Stay tuned for Phase 8 for a deeper dive into the role that lifestyle, cost of living, competing priorities and cultural tourism are playing in attendance decisions.

 
 

Use the dashboard to get results for your artform and region

Survey data from over 2,200 respondents has been uploaded to the dashboard, which now contains insights from over 80,000 Australian participants.

You can use the dashboard to explore the findings by state/territory, artform and audience segment.

It’s freely available to access, just click the image below and use the login details provided on the dashboard page.

 
 

About the Audience Outlook Monitor

The Audience Outlook Monitor provides the results of a study that has tracked audience sentiment over the course of the COVID-19 pandemic.

Data was collected in six phases throughout 2020-2021 and is again being tracked in 2022.

Government agencies across Australia are collaborating with research agencies Patternmakers (Sydney) and WolfBrown (USA) 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.

How to find out more

To receive new releases directly into your inbox, as soon as they are available, you can opt in to receive Audience Outlook Monitor news below.

Subscribers to our regular Culture Insight & Innovation Updates will need to update their preferences to receive all updates about the Audience Outlook Monitor. Just enter your email below and follow the instructions provided.

If you have a question, or an idea for using this data, please contact Patternmakers at info@thepatternmakers.com.au

Subscribe for updates

* indicates required
Subscribe to

About the Author

Tandi Palmer Williams
Managing Director

Tandi is Founder and Managing Director of Patternmakers. She’s an arts research specialist and leader of the agency’s research projects.

 
 

Delivery partners

Supporting partners

Past posts on this blog