Programming, price and planning: What the latest research means for audiences

Written By Patternmakers

Unpacking our latest audience research for audiences themselves.

We’ve emerged from some serious analysis, made possible thanks to all 8,816 arts audience members that participated in the latest round of our Audience Outlook Monitor. 

If you’re keen to get into the nitty gritty, you can read the full Audiences 2023+ report here. If you’re just looking for the key takeaways, and what the findings mean for audiences just like you, keep reading.

Let’s get into it!  

In the mood for fun and uplifting events right now? You’re not alone.

Following the past two years and current cost-of-living pressures, there’s no wonder that most arts audiences are looking for fun and uplifting things (77%), while reviews (63%) and trying new things (55%) are also key drivers.   

If you’re not at the stage of email fatigue (and we know many audiences are), it’s worth considering subscribing to your favourite arts venues and organisations – because we found this is really the best way to avoid missing out on programming you’re sure to love.  

Arts orgs are a lot more aware of the strain of email marketing than before and are really limiting when they reach out to you – and most are waiting to for the right moment to connect when it’s necessary.   

Right now, some audiences are getting their fix without spending big.

Many audiences are looking for free or cheap things to do (55%), and some are keeping it local to enjoy live arts experiences (47%) and staying closer to home to avoid paying the premium of travel and larger productions.  

You have likely seen the many reports on Australia’s cost-of-living crisis, especially its impact on young people. Financial pressures are hitting under 35s the most, coming through in our latest Audience Outlook Monitor round, so look out for special concession offers that are likely aimed at the younger age groups.  

Financial reasons continue to be the top barrier for audiences to attend arts experiences, affecting 4 in 10 audience members (38%). Keep updated on the ticketing policy changes from your favourite arts organisations, as many are trying to adapt to your changing needs.  

Feeling like your plans are getting a bit last minute? Here’s why booking early helps you and the organisations you care about:

Maybe it’s you, your sister or your friend, but audiences are taking longer to make decisions as they weigh up their options. If this sounds like you, you’re likely one of our ‘last-minute bookers’ – 45% of you reported booking in the last 2 weeks before an event and 12% book on the day!  

Late booking can mean missing out on tickets, risking schedule clashes with your crew, but also has got the sector a *little* extra under the pump. And the longer audiences wait, the more life gets in the way. Almost a third (30%) of arts audiences said that prioritising other things was a key barrier for them to attend arts and cultural activities.  

So, if you really want to go – you should really book it in (it’s a win-win!), and if it’s flexibility you’re after, make sure you’re across the ticketing policies of your favourite venues. 

P.S. Opinions matter, so share them! 

If you’re curious about the most affordable way to support your favourite arts and cultural organisations - we found that the #1 awareness channel for you arts audiences is…word of mouth! Don’t underestimate the value of talking about your experiences and sharing your thoughts to those around you (and online), because it’s a sure-fire way of supporting the arts. 

 

If you’re interested in exploring how arts audiences are faring in different areas, be sure to keep an eye out on our website for our upcoming report ‘City light to red dirt: Connecting with audiences across Australia’ — launching November 30th.

Thank you to our partners WolfBrown, Creative Australia, and state arts agencies around the country for their support with the Audience Outlook Monitor publications.

Image Credit: Jamie Williams, courtesy of Sydney Writers Festival.

About the Author

Peta Petrakis
Research Analyst

 
 

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