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A state-specific breakdown of Australian audiences in 2023 and beyond

Download the August 2023 State Snapshot reports to discover the top trends in audience behaviour at a state-level.

Read our State Snapshots to discover the top trends in audience behaviour at a state-by-state level.

Based on data from the August 2023 Audience Outlook Monitor, the State Snapshots explore how audience behaviour is impacted across different parts of the country, especially as economic pressures persist. 

Attendance levels have stabilised across the states since the pandemic began, with three states reaching their highest rate of attendance since 2020. However, as disposable income gets squeezed, audiences nationwide are grappling with tough decisions about what, how and when to attend. 

There are some important distinctions. New South Wales audiences are attending the most and spending the highest on cultural events. Meanwhile, those in Victoria and Queensland are most likely to be acting more frugal and taking longer to make decisions, staying closer to home and looking for cheap/free things to do. In Western Australia and South Australia, the outlook appears most stable, with audiences the most likely to say their rate of attendance will stay the same in the next 12 months. 

Download the NSW, VIC, QLD, SA, ACT and WA reports below for the latest look — including the story on last-minute booking, subscriptions/memberships and online participation — and to explore the opportunities for strategic thinking in 2023 and beyond.

Download the snapshots

Click the buttons below to access the snapshots for each state.

 

Thank you to the following state arts agencies for their support in delivering the State Snapshots: Creative Victoria, Create NSW, Arts Queensland, Department of the Premier and Cabinet (Arts SA), Department of Local Government, Sport and Cultural Industries (WA) and ArtsACT.

Cover Image Credit: Cecilia Martin, courtesy of Spaghetti Circus.

 

Read the ‘Audiences 2023+’ report

In case you missed it, click the button below for the key insights from the August 2023 National Snapshot.

 

Use the dashboard to get results for your artform and region

Survey data from over 8,800 respondents has been uploaded to the dashboard, which now contains insights from 100,000 Australian participants.

You can use the dashboard to explore the findings by state, 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 2020-2022 and is again being tracked in 2023.

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

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About the Author

Peta Petrakis
Research Analyst

 
 

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State Snapshots on cost-of-living pressures
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State Snapshots on cost-of-living pressures

Download the April 2023 State Snapshot reports to see how inflationary pressures are being experienced differently across the country.

Read our snapshot reports to discover the nuances in audience behaviour at a state-level.

Based on data from the April 2023 Audience Outlook Monitor, find out how audiences across Australia’s states are responding to increasing interest rates and cost-of-living pressures.

While audiences in New South Wales are spoiled for choice right now – almost half are taking longer to make decisions about attending, and they’re taking into account 3 key factors more than usual.

Victorian and South Australian audiences are the most likely to be staying closer to home to keep costs down. There are certain offers marketers need to be aware of.

Things appear most stable in Queensland and Western Australia, with these audiences feeling the most optimistic about the country’s economic outlook. However, half are looking for cheap/free things to do currently, validating the need for certain ticketing initiatives.

Scroll down to access the snapshot reports for key states, VIC, QLD, NSW and SA. Keep an eye out for news about the WA snapshot in the coming weeks.

Download the snapshots

Click the buttons below to access the snapshots for each state.

 

The state snapshots are also available to download in an accessible version:

Thank you to the following state arts agencies for their support in delivering the State Snapshots: Creative Victoria, Create NSW, Arts Queensland, Department of the Premier and Cabinet (Arts SA) and Department of Local Government, Sport and Cultural Industries (WA).

Cover Image Credit: Concert for the Planet, courtesy of HOTA.

 

Read the National Snapshot Report

In case you missed it, click the button below for the key national insights from the April 2023 Pulse Check.

 

Use the dashboard to get results for your artform and region

Survey data from over 1,300 respondents has been uploaded to the dashboard, which now contains insights from 100,000 Australian participants.

You can use the dashboard to explore the findings by state, 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 2020-2022 and is again being tracked in 2023.

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

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About the Author

Bianca Mulet
Senior Research Analyst

 
 

Delivery partners:

 

Supporting partners:

 

Past posts on this blog

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How the pandemic has changed audience accessibility
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How the pandemic has changed audience accessibility

Download the Access Report to find out more about how the state of access in our sector has changed, case studies to demonstrate the data through lived experience, and resources and tips to prioritise the access needs of audiences.

Attendance by audiences with access needs is recovering – but at a slower rate than average

In our latest Audience Outlook Monitor publication, we take a look at the attendance insights and barriers for audiences affected by access issues, including the return of crowds, the cost of living crisis and the success and sustainability of digital events.

Click the images below to download a PDF of the full report and an infographic of the key facts:

 

The findings are also available in the following accessible versions:

Read on for the key insights:

  • Attendance levels among audiences with access needs have fluctuated during the pandemic. Data from October 2022 shows that 7 in 10 (69%) disabled audience members attended a cultural event recently – more than three times the level seen in July 2020 (19%). However, these attendance levels are increasing at a slower rate than average.

  • The fact that arts spaces, including museums, have been less busy has offered some disabled and immunocompromised audiences improved access to cultural activities at certain points in the pandemic.

  • The availability of digital events dramatically improved access for some segments. In October, 47% said they participated online recently, compared to 39% of those without access needs, though some note a dramatic reduction in the availability of online events.

  • Attendance has yet to return to pre-pandemic levels – and may take longer than audiences without access needs. 6 in 10 (58%) audiences with access needs are attending performing arts less than they used to, pre-pandemic, compared to 41% of audiences without access needs.

  • This report highlights insights from the Audience Outlook Monitor surveys, along with four case studies of audiences with access needs. They show that access needs continue to vary widely – and that more work is needed to address continuing and new barriers. 

Audiences with access needs are changing their behaviour and require updated strategies

  • While in general disabled audiences are more likely to face barriers to attending cultural events, the pandemic has led to new and heightened access needs. 26% of audiences surveyed identify as being disabled (10%) or immuno-compromised themselves (10%), or close to someone who is (9%), showing the impact of these issues.

  • There are signs that more people may be experiencing access challenges due to factors such as long COVID, reduced energy levels and re-entry anxiety.

  • Audiences with access needs are twice as likely to say their scheduling preferences have changed in light of the pandemic . 1 in 3 (32%) say there has been a change in the time, day or location of events, compared to 17% of audiences without access needs.

  • Some audiences say that they’re now more likely to attend during the daytime and/or weekdays to avoid crowded times or places, minimise fatigue, and consider the availability of public transport when planning their attendance.

  • Financial pressures disproportionally affect audiences with access needs. The proportion citing financial reasons as a barrier to attendance is larger among audiences with access needs (49%), compared to those without (39%).

  • Although digital events can help to overcome barriers to live attendance, their availability is changing, and they are not for everyone. 75% of audiences with access needs see a role for digital events in their lives, but many are eager for opportunities to reconnect with the arts in-person, especially after times of isolation.

The pandemic has shown it’s possible to challenge the status quo to make the arts more accessible

  • In some senses, the pandemic made the needs and experiences of people with disability more visible. Collective harm minimisation strategies, like lockdowns, encouraged the public to consider the needs of immunocompromised individuals and those at risk of serious health outcomes from COVID-19.

  • There are signs that work by d/Deaf and disabled artists and disability activists is contributing to a greater cultural awareness of disability and organisational capacity for access. Deaf artist Sue Jo Wright suggests even the presence of Auslan Interpreters at daily press conferences during lockdowns helped bring more exposure to the d/Deaf community.

  • After being advocated for by people with disability for many years, the livestreaming of arts events became a central part of cultural life during lockdowns – although there’s still work to be done to find sustainable models for digital events.

  • Some people with disability will be limited in their ability to participate in public life while the virus continues to circulate, and the arts has an essential role to play in maintaining social connection and reflecting these experiences.

  • The pandemic showed us that it’s possible to reorganise existing social practices for the collective good, especially where accessibility is concerned. Vital conversations, led by people with disability, have taken place – and the lessons learned mean the sector is better-equipped to take action to ensure the arts are accessible and inclusive.

  • There is an opportunity to review and update Disability Action Plans to capitalise on what has been learned and explore new strategies.

This report also includes four case studies to augment data with lived experience

A series of structured qualitative interviews were undertaken with audience members who identify as d/Deaf or disabled. Hearing from people with lived experience of inaccessibility highlights some of the challenges and opportunities for the arts and culture sector.

Opportunities exist for improving access on-site, online and organisationally

Together, the Audience Outlook Monitor and case study research reveal some practical suggestions that are relevant at this time:

On-site

  • Provide as much information as possible, ahead of events, whether it’s about venue accessibility, COVID-safety measures or ticketing policies, or the performance or venue itself. Providing information up-front about what to expect will help individuals with access needs plan their attendance on-site.

  • Check whether all Front of House staff have received Disability Awareness Training, and/or appoint a dedicated roving staff member before, during and after live events to proactively offer support. As we return to in-person events, it’s important to recognise that encountering untrained staff can have an emotional toll for audiences with disability.

  • With the use of QR codes becoming commonplace during the pandemic, venues might think about using this technology to offer alternative options for ordering food and drink, audio descriptions or Auslan interpretation.

  • Restore and increase sensory-friendly options such as relaxed performances, noise-cancelling headphones and quiet spaces to ensure audiences with sensory needs are able to fully participate. Tactile experiences weren’t possible during some stages, but most audiences say it’s now time to offer these again.

  • Review seating options as attendance numbers increase. Find ways to make seating available in most spaces of the event or venue – such as foyers and queuing areas – as well as performance and exhibition spaces. In addition to audiences with mobility needs, 30% of audiences say they need seating to enjoy attending.

Online

Websites:

  • When welcoming disabled audiences back, look into having a dedicated accessibility page on your website, so that audiences with access needs can simply and easily find the information they need. This avoids placing the ‘burden of asking’ on audiences with access needs and demonstrates a commitment to inclusivity.

Digital productions:

  • Now that in-person events have returned to a regular schedule, continue investing in digital work that is sustainable for your organisation. The pandemic taught us that digital events play a vital role in accessibility and overcoming barriers to participating in cultural experiences – and many want them to continue.

  • Hybrid events are one option, but sometimes digital attendees can feel sidelined compared to in-person attendees. Consider digital-only events, or appointing a digital facilitator to ensure people tuning in from home are given the opportunity to engage with performers/speakers and ask questions during Q&A’s.

Marketing/communications:

  • Use inclusive language and accessible formats in digital advertising, communications and booking systems to let potential attendees know that an event or venue is accessible to all. This includes Plain English resources or Auslan interpretation, audio descriptions, image descriptions and alternative text.

Organisationally

  • As we look to the next chapter, the conversation about accessibility is evolving. Consider reviewing and updating your Disability Inclusion Action Plan to address the heightened needs of audiences with access requirements.

  • Incorporate accessibility early, for example when planning and decision-making. Add an accessibility line to your budget templates and develop a checklist for accessibility considerations when conducting important tasks like selecting venues, programming and commissioning works, advertising opportunities, launching major marketing campaigns and ticketing major events.

  • Involve disabled and immunocompromised people in the planning process of your major programs and projects. This can assist in fostering allyship and creating opportunities for people without access needs to collaborate with disabled and immunocompromised people on access strategies.

  • With cost of living pressures disproportionately affecting disabled audiences, explore revenue models that address financial barriers such as subsidised ticketing policies, accessibility funds supported through grants, donations or fundraising, or partnering with advocacy groups and support networks.

Further resources

Below is a list of additional resources, with guidance on improving accessibility for audiences.

 

Use the dashboard to get results for your artform and region

Survey data from over 5,400 respondents has been uploaded to the dashboard, which now contains insights from 100,000 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 2020-2022. A new approach will be taken in 2023.

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

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About the Author

Bianca Mulet
Senior Research Analyst

 

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The outlook for recovery across Australia
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The outlook for recovery across Australia

Download the October 2022 snapshot reports for key states/territories for tailored insights into how Australian audiences are settling into the post-COVID landscape.

Snapshot reports for key states/territories

Based on data from the October 2022 Audience Outlook Monitor, find out how audiences across Australia’s states and territories are settling into the post-COVID landscape, balancing confidence and the desire for innovative experiences with barriers such as financial pressures, re-entry anxiety and lifestyle changes.

Scroll down to access the Snapshot reports for key states and territories, thanks to support from state/territory arts agencies: Creative Victoria, Create NSW, Arts Queensland, Department of the Premier and Cabinet (Arts SA) and Department of Local Government, Sport and Cultural Industries (WA) and artsACT.

Download the snapshots

Navigate and click the images below to access the snapshots for each state.

 

Download the following state/territory snapshots in an accessible format:

Use the dashboard to get results for your artform and region

Survey data from over 5,400 respondents has been uploaded to the dashboard, which now contains insights from 100,000 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

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Past posts on this blog

Read More
Fact Sheet: Young People Attendance Outlook
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Fact Sheet: Young People Attendance Outlook

Young people are more confident and active than other audiences — though some barriers to attendance remain.

Download the Young People Fact Sheet to discover the attendance outlook for Gen Z and Millennial audiences and key takeaways for encouraging their attendance in light of the challenges.

Young people are eager to re-connect through cultural events — and there are opportunities to overcome barriers to attendance

Read on to find out how young people are feeling about attending cultural events in 2022:

  • In March 2022, 9 in 10 audiences under 25 attended an in-person arts or cultural activity in the past fortnight.

  • Two-thirds (64%) of audiences under 35 are ‘ready to attend whenever permitted’ — higher than audiences generally (59%).

  • Comments from young audiences reveal that two years of missed opportunities has heightened their appreciation for the arts and many are eager to support artists and cultural organisations in the recovery from the pandemic.

  • While young people are optimistic about attending, 1 in 3 are inhibited by financial barriers, compared to 17% of audiences generally.

The latest Fact Sheet uncovers the attendance outlook for audiences aged 16-34, as well as suggested strategies for supporting their attendance:

Below you can access the Young People Attendance Outlook Fact Sheet.

If you would like to request any report in an accessible format, please email Holly at holly@thepatternmakers.com.au.

Click the report to download the Young People Attendance Outlook Fact Sheet

Use the dashboard to get results for your artform and region

Survey data from 8,300 respondents has been uploaded to the dashboard, which now contains insights from almost 90,000 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, including how audiences respond to changing restrictions on cultural events.

Data was collected in six phases throughout 2020 and 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 about re-opening.

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

Read More
Fact Sheet: Family Attendance Outlook
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Fact Sheet: Family Attendance Outlook

Explore the findings related to audiences members who re parents and caregivers.

Download the Family Attendance Outlook Fact Sheet.

6 in 10 families are ready to attend arts events with children

Read on to understand confidence levels among parents and strategies to boost confidence for families:

  • In March 2022, 6 in 10 audience members with children said they attended an in-person arts or cultural activity in the past fortnight.

  • Parents are demonstrating similar comfort levels to audiences generally, and even more comfortable with hands-on arts experiences than non-parents.

  • After two years of disruptions, most parents are eager to re-attend arts events and allow their kids to experience an enriching childhood.

  • Some caution remains, related to lagging vaccination rates among children and having to isolate and miss out on school or work as a result of contracting the virus.

  • However, 9 in 10 parents are at least ‘somewhat confident’ in the vaccination effort, and this is likely to increase as vaccination rates increase among children.

  • As cultural organisations look to marketing experiences to families, the Fact Sheet below includes suggestions for boosting confidence and encouraging families to return to events safely.

Below you can access the Family Attendance Outlook Fact Sheet.

If you would like to request any report in an accessible format, please email Holly at holly@thepatternmakers.com.au.

Click the report to download the Family Attendance Outlook Fact Sheet

Use the dashboard to get results for your artform and region

Survey data from 8,300 respondents has been uploaded to the dashboard, which now contains insights from almost 90,000 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, including how audiences respond to changing restrictions on cultural events.

Data was collected in six phases throughout 2020 and 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 about re-opening.

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

Read More
Fact Sheet: Digital Engagement Outlook
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Fact Sheet: Digital Engagement Outlook

Explore the findings related to online participation in arts and culture.

Download the March 2022 Digital Engagement Outlook Fact Sheet, and key facts for state/territories.

Online participation has declined slightly as audiences begin ‘living with COVID’, but 7 in 10 say they’ll continue to engage

Read on to discover how audiences are engaging with online arts and culture experiences - and considerations for digital strategies:

  • In March 2022, 4 in 10 audience members participated in online arts and cultural activities in the past fortnight.

  • At a national level, the proportion paying for online experiences in March 2022 (34%) has declined slightly since November 2021 (38%).

  • 4 in 10 are spending $50 or more on digital experiences – providing a steady outlook for marketing digital offerings this year.

  • Audiences in states/territories affected by 2021 outbreaks continue to be the most likely to be participating online.

  • Cultural organisations can expect a digital market to endure throughout 2022 and beyond - but competition for audience attention is growing.

  • There are a range of things to consider when creating, tweaking of revising digital strategies.

In the ‘post-lockdown’ era, three groups persist for creating and marketing digital arts experiences

  • ‘Digital devotees,’ the 26% of audiences who see a substantial role for digital in their lives,

  • ‘Tired of tech’ audiences, the 28% of audiences who see no role at all outside of lockdown periods, and

  • ‘Selective but supportive’ audiences, the 47% who see a small role for digital.

Below you can access the National Fact Sheet and further down, state/territory Key Facts.

If you would like to request any report in an accessible format, please email Holly at holly@thepatternmakers.com.au.

Digital Engagement Outlook March 2022 - Two women sitting at a laptop, smiling and laughing.

Click the report to download the National Digital Engagement Outlook Fact Sheet

Download the state/territory breakdowns

Below you can access the Key Facts for Digital engagement from key states and territories.

Click on the image to download the full Fact Sheet for that state/territory.

Use the dashboard to get results for your artform and region

Survey data from 8,300 respondents has been uploaded to the dashboard, which now contains insights from almost 90,000 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, including how audiences respond to changing restrictions on cultural events.

Data was collected in six phases throughout 2020 and 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 about re-opening.

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

Read More
March 2022 State/Territory Snapshots
Fact Sheets Patternmakers Fact Sheets Patternmakers

March 2022 State/Territory Snapshots

Find out how audiences across Australia are adjusting to ‘living with COVID’.

Download the March 2022 snapshot reports for key states/territories.

Snapshot reports for key states/territories

See how open borders and high case numbers of the Omicron variant has created a ‘new normal’ across Australia’s states and territories, based on data from the March 2022 Audience Outlook Monitor.

Below you can access Snapshot reports for key states and territories, thanks to support from state/territory arts agencies: Creative Victoria, Create NSW, Arts Queensland, Department of the Premier and Cabinet (Arts SA) and Department of Local Government, Sport and Cultural Industries (WA) and artsACT.

To access state/territory-based findings related to online arts and culture participation, click here.

Download the Snapshots

Navigate and click the images below to access the snapshots for each state.

If you would like to request a state/territory Snapshot in an accessible format, please email Holly at holly@thepatternmakers.com.au.

 
 

Use the dashboard to get results for your artform and region

Survey data from 8,300 respondents has been uploaded to the dashboard, which now contains insights from almost 90,000 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, including how audiences respond to changing restrictions on cultural events.

Data was collected in six phases throughout 2020 and 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 about re-opening.

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

Read More
November 2021 State/Territory Snapshots
Fact Sheets Patternmakers Fact Sheets Patternmakers

November 2021 State/Territory Snapshots

Find out how audiences across Australia are responding to the country’s reopening.

Download the November 2021 snapshot reports for key states/territories.

Snapshot reports for key states/territories

Find out how audiences across Australia are responding to the country’s reopening, based on data from the November 2021 Audience Outlook Monitor.

Below you can access Snapshot reports for key states and territories, thanks to support from state/territory arts agencies: Creative Victoria, Create NSW, Arts Queensland, Department of the Premier and Cabinet (Arts SA) and Department of Local Government, Sport and Cultural Industries (WA) and artsACT.

All state/territory snapshot reports will be published in stages, and updates will be made to this page, along with our LinkedIn and Facebook page as they are released. Right now, you can access the reports for Queensland (QLD), Victoria (VIC), South Australia (SA), Western Australia (WA) and New South Wales (NSW) below.

Download the Snapshots

Navigate and click the images below to access the snapshots for each state.

If you would like to request a state/territory Snapshot in an accessible format, please email Holly at holly@thepatternmakers.com.au.

 
 

Use the dashboard to get results for your artform and region

Survey data from 7,367 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, including how audiences respond to changing restrictions on cultural events.

Data was collected in three phases throughout 2020 and is again being tracked in 2021.

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 about re-opening.

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

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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

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Fact Sheet: Rebuilding regional audiences
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Fact Sheet: Rebuilding regional audiences

Download the latest fact sheet on rebuilding regional audiences, as outbreak-affected states move towards reopening.

As outbreak-affected states move towards re-opening, some regional audiences are cautious about risks at cultural events

  • Regional audiences are generally highly engaged with arts and culture, and have been less affected by outbreaks than metropolitan audiences. However outbreaks in NSW, VIC and ACT (‘outbreak affected states’) over winter and spring have impacted attendance significantly in some regional areas.

  • As of 1 October 2021, 40% of regional audiences living in outbreak-affected states say they are ‘ready to attend now or whenever permitted’. This declined from 59% in July 2021, when the Delta variant had not yet made an impact beyond major cities.

  • This proportion is slightly smaller compared to metropolitan audiences in outbreak-affected states, among whom 44% are ready to attend – and some regional audience members are conscious that opening borders could present new risks, particularly for vulnerable communities in regional areas.

  • In outbreak-affected states, regional audiences are only slightly slower in achieving vaccination targets — with 86% fully vaccinated — compared to their metropolitan counterparts (90% fully vaccinated) – and they lead the way compared to regional audiences in the rest of Australia (77%).

  • Despite the high and increasing vaccinations rates, many are conscious that risks of transmission remain and want to see measures in place to keep audiences and staff safe at cultural venues as more Australians begin to move around the country.

Access the Fact Sheet below, download a one-page infographic or read on for more key findings.

If you would like to request the Fact Sheet in an accessible format, please email Holly at holly@thepatternmakers.com.au.

Register for our upcoming webinar on this topic with Scott Howie, General Manager at Regional Arts Australia.

 

Fact Sheet: Rebuilding regional audiences.

 

Regional audiences see a role for the arts in community recovery – and most agree that proof of vaccination requirements will assist in the transition to ‘COVID-normal’

  • With lower case numbers than metropolitan cities, regional audiences around Australia are eager to return to cultural events — but the majority see COVID-safety as an imperative while vaccination rates continue to climb.

  • The majority of regional audiences feel encouraged by proof of vaccination requirements — both in outbreak-affected states (80%) and the rest of Australia (78%) and some say they won’t attend unless they are in place, at least in the short-term.

  • Based on an opening scenario of 80% population vaccination rates, vaccine passports, some capacity limits and masks in indoor environments, comfort levels among regional audiences in outbreak-affected states should increase to:

    • 71% very comfortable at museums/galleries (compared to 58% right now)

    • 61% very comfortable at large theatres/concert halls (compared to 34% right now)

    • 73% very comfortable at outdoor events with fixed seating (compared to 68% right now).

  • Outside of outbreak-affected states, some regional audiences are cautious about the re-opening scenario and the lifting of travel restrictions could challenge comfort levels.

  • Staying vigilant on COVID-safety will help provide greater confidence for regional audiences and artists – and enable cultural venues and events to play a role in bringing communities together and fuelling the recovery process.

Use the dashboard to get results for your artform and region

Survey data from over 8,000 respondents has been uploaded to the dashboard, which now contains insights from over 60,000 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, including how audiences respond to changing restrictions on cultural events.

Data was collected in three phases throughout 2020 and is again being tracked in 2021.

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 about re-opening.

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

Read More
Fact Sheet: Reaching audiences at home
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Fact Sheet: Reaching audiences at home

Download the latest fact sheet about digital and creative participation at home.

Digital participation rates are lower than the early days of the pandemic, but key cohorts remain engaged - making digital presentation a long-term proposition

After a boom in digital participation in the early days of the pandemic (75% were participating online in May 2020), online engagement in 2021 is lower (44% in July 2021) and some audience members want to limit their ‘screen time.’

However, 1 in 10 people are ‘digital devotees’, who want to engage this way long-term, and ongoing uncertainty is likely to keep many more tuning in for some time yet.

Audiences in lockdown are a special case and there are some unique opportunities at this time.

Download the Fact Sheet on reaching audiences at home below, or read on for more of the findings.

If you would like to request the Fact Sheet in an accessible format, please email Holly at holly@thepatternmakers.com.au.

Watch our webinar on this topic, where Tandi spoke with Anne Dunne, Executive Director at Sydney Dance Company.

 
Fact Sheet: Reaching audiences at home

Fact Sheet: Reaching audiences at home

 

Three segments are emerging

This fact sheet identifies three key audience segments for digital participation: ‘digital devotees,’ who see a substantial role for digital in their lives, ‘selective but supportive,’ who see a small role, and ‘tired of tech,’ who see no role at all outside of lockdown:

  • Digital devotees can be expected to show deeper and more dedicated engagement.7 in 10 (70%) participated in arts and cultural activities online in the fortnight before data collection—and on average are more averse to attending in-person right now. More than half (51%) are paying for online experiences and half (50%) of those spent more than $50.

  • Tired of tech audience members are eager to return to in-person attendance. Some report being ‘screen-fatigued’ and others say that after trying digital events, they just aren’t that interested. However, during stay-at-home orders, some may still be willing to participate online in the absence of in-person alternatives. In metropolitan New South Wales (NSW), for example, which was locked-down at the time of data collection, 3 in 10 (31%) ‘tired of tech’ audiences participated online.

  • Selective but supportive audience members feel favourably about online offerings but will generally only participate in the right events and under the right conditions. They are likely to favour digital events that are more convenient, more accessible or less risky than in-person alternatives. 6in 10 (57% in July 2021) participated in the fortnight before data collection, while over a third (36%) paid to access online content.

Audiences in lockdown are getting creative at home –and may be more motivated to improve their mental health

Lockdowns and working-from-home policies have meant audiences are spending more time at home. Many audience members report taking up new pursuits during the pandemic or resuming old hobbies, and some say the pandemic has led to a renewed appreciation for the creative arts.

According to the latest data, arts audiences are participating in a wide range of at-home creative activities—including reading for pleasure (88% in July 2021), listening to music (89%), making art or craft (35%) and making music (18%).

A third of audience members are still doing creative activities at home more frequently than when the pandemic began (31% in July 2021 compared to 46% in May2020). This increases to 35% in areas locked-down at the time of data collection, such as metropolitan NSW.

There are signs that audiences in lockdown are more motivated to engage with the arts to improve their mental health—and show support for arts organisations.

Getting creative at home, whether online or offline, helps audiences stay sane and feel connected to the culture sector

By presenting creative activities that can be done at home and shared with family and friends, arts organisations can help audiences stay creative and connected.

During lockdowns, marketing can emphasise connection, support and improving wellbeing. There are opportunities to invest in increasing the discoverability of online events and offering audiences prompts for at-home creative activities. Sustaining engagement during lockdown periods can also help strengthen relationships for the long-term.

Looking ahead, the data provides some indication of how the market for events may be affected by changing conditions. Offering events both in-person and online (or creating hybrid events) will provide audiences with ways to engage, regardless of changing conditions for physical gatherings.

Premium offering scan be more highly targeted to ‘digital devotees’: the small segment of audiences who will continue to engage deeply when events resume, and who exhibit greater willingness to pay for premium experiences.

Use the dashboard to get results for your artform and region

Survey data from over 8,000 respondents has been uploaded to the dashboard, which now contains insights from over 60,000 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, including how audiences respond to changing restrictions on cultural events.

Data was collected in three phases throughout 2020 and is again being tracked in 2021.

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 about re-opening.

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

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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

Read More
July 2021 State/ Territory Snapshots
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July 2021 State/ Territory Snapshots

Audience sentiment varies markedly around Australia.

Download the July 2021 snapshot reports for key states/territories.

Snapshot reports for key states/territories

The national results from the July 2021 phase of the Audience Outlook Monitor were released on 20 July.

Below you can access Snapshot reports for key states, thanks to support from state arts agencies: Creative Victoria, Create NSW, Arts Queensland, Department of the Premier and Cabinet (Arts SA) and Department of Local Government, Sport and Cultural Industries (WA) and artsACT.

Download the Snapshots

Navigate and click the images below to access the Snapshots for each state.

If you would like to request a State/Territory Snapshot in an accessible format, please email Holly at holly@thepatternmakers.com.au.

 
 

Use the dashboard to get results for your artform and region

Survey data from over 8,000 respondents has been uploaded to the dashboard, which now contains insights from over 60,000 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, including how audiences respond to changing restrictions on cultural events.

Data was collected in three phases throughout 2020 and is again being tracked in 2021.

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 about re-opening.

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

Read More
Fact Sheet: Disability and Access
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Fact Sheet: Disability and Access

Explore the latest findings related to disabled audiences and access.

Download the Fact Sheet and watch our webinar on this topic.

Live attendance has increased, though disabled audiences remain cautious

The March 2021 findings show that attendance is growing among disabled audiences, as more events and venues re-open around the country. Two-thirds (65%) of past attendees who identify as disabled attended a cultural event recently (up from 28% in September 2020) and three-quarters (75%) are making plans to attend events in the near future.

Download the Disability and Access Fact Sheet in two formats, or read on for more of the findings.

Watch our webinar on expanding access for disabled audiences with Morwenna Collett, where we discuss the insights emerging from the March phase of data collection.

 
Disability and Access Fact Sheet

Disability and Access Fact Sheet

 
 

In general, disabled audiences are slightly less confident than non-disabled audiences. For example, just 35% would be comfortable at an event with 100% seating capacity, compared to 50% of non-disabled audiences. Long-term, the proportion who anticipate attending events less often in future is higher than the proportion of non-disabled audiences (29%, compared to 16%).

Some disabled audiences mentioned accessibility challenges related to COVID-19 restrictions, such as mandatory mask-wearing. Many are conscious of complacency in relation to safety regulations and compared to non-disabled audiences, disabled respondents are more interested in how venues will be monitoring audience compliance (30% compared to 26%).

Disabled audiences are participating online to a greater extent than non-disabled audiences (57%, compared to 46%) and many plan to continue long-term. Attending an event online is the preferred format for 19% of disabled audiences (compared to just 8% of non-disabled audiences), highlighting the important role digital presentation is playing in widening access right now.

However, digital experiences are not suited to everyone with access needs and several respondents mentioned opportunities to the range of access options available. There are also opportunities to explore innovation in accessible formats such as offering experiences that do not involve screens (e.g. audio experiences).  

Needing help to access experiences online is a more common barrier for disabled audiences (15%) compared to non-disabled audiences (8%). Offering telephone assistance and embedding access into ticket purchasing platforms will ensure that digital offerings are inclusive of a range of audience members with access requirements.

 
Use the Dashboard

Use the Dashboard

 

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, including how audiences respond to changing restrictions on cultural events.

Data was collected in three phases throughout 2020 and is again being tracked in 2021.

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 about re-opening.

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

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Subscribe to
Image: Tandi Palmer Williams

Image: Tandi Palmer Williams

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

Image: WolfBrown logo and Patternmakers logo

Image: WolfBrown logo and Patternmakers logo

Supporting partners

Image: Supporter logos

Image: Supporter logos

Past posts on this blog

Read More
Fact Sheet: Digital Engagement
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Fact Sheet: Digital Engagement

Take a look at who is participating in online arts and culture, motivations and barriers to attendance and more.

Read about the findings and download a Fact Sheet on Digital Engagement.

Online participation has decreased nationally, and audiences are becoming more selective

In March 2021, just under half of the 13,836 past attendees surveyed said they recently participated in an online arts experience (47%). This is somewhat lower than the previous Audience Outlook Monitor survey in September 2020 (70%), when many venues and events were closed or operating under significant restrictions.

Download the Digital Engagement Fact Sheet or read on for more of the findings.

Watch our Digital Audience Engagement Webinar with Stuart Buchanan where we share insights on audience participation in digital culture experiences.

 
 
 

Watching video content of performances and events remains the most popular activity, whether that be pre-recorded video (25%, down from 46%) or live-streamed video (20%, down from 38%). However, participation in online courses has seen the smallest decrease, and now is one of the most popular forms of online engagement among audiences (21%, down from 31%).

Some audiences say they have grown fatigued of ‘screen-time’ or aren’t interested in digital programs (27%, up from 16%). Others are increasingly selective about what they participate in.

1 in 10 (9%) would select a digital program as their first choice for attending a cultural event today — increasing substantially to 58% for audiences who don’t foresee going out ‘until there is no risk’ of contracting or spreading the virus.

Audiences living with a disability are also more likely to be participating online (57%) compared to those without a disability (46%), confirming the role online experiences are playing in widening access to arts and culture.

Audiences paying for content are spending more on average and premium content could have the most enduring market

As audiences return to physical events in greater numbers, there is strong appeal for content that is available on-demand, with 64% ranking this type of access as an appealing feature when accessing online experiences.

More than one-third (37%) of audiences participating online continue to pay for content (compared to 39% in September 2020) and more of those people are spending over $100 (22% of those paying, up from 14%).

However, the types of digital patronage are changing and vary among audience segments. Fewer people are making a donation for something they consumed (13% compared to 20% in September 2020), though this remains a common method for audiences under 35 (17%). Audiences aged 75 and older are most likely to access digital content as part of a program/season they are subscribed to (15%, compared to 8% generally).

Strategic investment in quality experiences, supported by targeted digital marketing campaigns will help sustain engagement with key segments online and encourage ‘discoverability’ of arts content.

 
 

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, including how audiences respond to changing restrictions on cultural events.

Data was collected in three phases throughout 2020 and is again being tracked in 2021.

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 about re-opening.

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

Patternmakers-Wolf-Brown.jpg

Supporting partners

Supporter-Logos-Vertical.jpg

Past posts on this blog

Read More
March 2021 State/Territory Snapshots
Fact Sheets Patternmakers Fact Sheets Patternmakers

March 2021 State/Territory Snapshots

Audience sentiment varies markedly around Australia.

Download the March 2021 Snapshot reports for key states/territories.

Snapshot reports for key states/territories

The national results from the March 2021 phase of the Audience Outlook Monitor were released on 16 March.

Below you can access Snapshot reports for key states, thanks to support from state arts agencies: Creative Victoria, Create NSW, Arts Queensland, Department of the Premier and Cabinet (Arts SA) and Department of Local Government, Sport and Cultural Industries (WA) and artsACT.

Download the Snapshots

Navigate and click the images below to access the Snapshots for each state.

If you would like to request a State/Territory Snapshot in accessible format, please email Holly at holly@thepatternmakers.com.au.

 
 

Use the dashboard to get results for your artform and region

Survey data from over 13,800 respondents has been uploaded to the dashboard, which now contains insights from over 60,000 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, including how audiences respond to changing restrictions on cultural events.

Data was collected in three phases throughout 2020 and is again being tracked in 2021.

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 about re-opening.

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

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Subscribe to
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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

Patternmakers-Wolf-Brown.jpg

Supporting partners

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Past posts on this blog

Read More
Fact Sheet: Fundraising and Support
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Fact Sheet: Fundraising and Support

The March 2021 results of the Audience Outlook Monitor highlight a range of opportunities for leveraging audience support.

Read about the findings and download a Fact Sheet on Fundraising and Support.

Audiences are increasingly committed to supporting arts and culture during the pandemic

The March 2021 results of the Audience Outlook Monitor suggest that audiences have maintained or even increased their commitment to supporting arts and culture as the pandemic continues.

Download the Fundraising & Support Fact Sheet or read on for more of the findings.

Watch the Fundraising & Support Webinar, with the Australia Council and Creative Partnerships Australia, discussing trends in audience support.

 
 
 

Donorship appears to be increasing over time, with 29% of audiences saying they donated in 2020–21, relative to 28% in 2019–20 and 19% in 2018–19.

Among those who haven’t donated, around half (52%) say they are somewhat likely (43%) or very likely (9%) to make a donation to a specific artist or organisation that is important to them in future.

There are opportunities to consolidate and further leverage audience support during this time, through both financial and non-financial means. Three segments emerge from the data:

  • Past donors are generally frequent attenders who firmly believe in the value of the organisations they engage with. Representing 41% of the audience, they’re very moved by the plight of artists during the pandemic and are prompted to donate to help artists experiencing hardship. There may be opportunities to target this segment with new campaigns, increase their level of support or set up regular donations.

  • Potential donors are those who haven’t donated in the past three years but say they are moderately or very likely to donate in future. Representing 30% of the audience, they are also frequent attenders, but while many in this group feel strongly committed to supporting the arts, some feel they aren’t in a position to help financially at this time. These audiences can be invited to show their support through non-financial means, e.g. by raising awareness through social media sharing or volunteering.

  • Unlikely donors are audiences who haven’t donated in the past and aren’t likely to in future. Representing 29% of the audience, this group are more likely to be less frequent attenders and on average exhibit more moderate levels of commitment. They are more likely to engage with initiatives such as buying ticket vouchers or gift certificates to use in future, or purchasing a subscription or membership that could save them money.

As people are spending more time online since the pandemic began, it’s important to continue investing in optimisation of email campaigns and donation requests on ticketing platforms.

Audiences are compelled by personal, specific campaigns related to supporting artists or how the arts can help with community recovery at this time.

 
 

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, including how audiences respond to changing restrictions on cultural events.

Data was collected in three phases throughout 2020 and is again being tracked in 2021.

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 about re-opening.

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

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Subscribe to
Tandi_HexagonProfilePic.png

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

Patternmakers-Wolf-Brown.jpg

Supporting partners

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Past posts on this blog

Read More
Fact Sheet: Disability
Fact Sheets Patternmakers Fact Sheets Patternmakers

Fact Sheet: Disability

Audience members with disability are among the most highly engaged in online arts and culture activities, though slightly cautious about live attendance.

Download a Fact Sheet that explores further insights about audience members with disability.

Audiences with disability are the most highly engaged online and slightly cautious about returning to venues

Phase 3 (September 2020) findings of the Audience Outlook Monitor were released on 15 September 2020, highlighting increased levels of attendance at cultural venues and events, as restrictions begin to ease around the country.

This Fact Sheet provides further insight into the 657 audience members with disability, identified as people who responded ‘Yes’ to the question, ‘Do you have a disability and/or experience barriers which limit the activities you participate in or attend, unless access and/or support is provided?’.

We recognise that the language and terminology used around disability is vast, evolving and very personal for some people. In this Fact Sheet, we have elected to use the terms “audiences/audience members/respondents/people with disability”.

Click the image below to access the Fact Sheet in PDF format, or click here to download the accessible Microsoft Word format.

 
 

Use the dashboard to get results for your artform and region

Survey data from Australian respondents has been aggregated in a freely available dashboard. Click the image below to access the dashboard and start exploring the data.

 
 

About the Audience Outlook Monitor

The Audience Outlook Monitor is tracking how audiences feel about returning to events in the context of the COVID-19 pandemic.

Data was initially collected between 6 and 14 May 2020, forming a baseline against which future changes can be tracked. Phase 2 of data collection occurred from 8 to 12 July 2020 and Phase 3 of data collection occurred from 2 to 6 September 2020.

Seven government agencies 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 about re-opening.

How to find out more

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

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

Subscribe for updates

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Subscribe to
Tandi_HexagonProfilePic.png

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

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Supporting partners

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Past posts on this blog

Read More
Fact Sheet: Regional audiences
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Fact Sheet: Regional audiences

Regional and remote audiences are among the most confident attending cultural events, when compared to audiences in metropolitan areas.

Download a Fact Sheet that dives deeper into audiences in regional and remote parts of Australia.

Regional audiences are among the most confident attending cultural events, though venue safety remains important

Phase 3 (September 2020) findings of the Audience Outlook Monitor were released on 15 September 2020, highlighting increased levels of attendance at cultural venues and events, as restrictions begin to ease around the country.

This Fact Sheet provides further insight into the 2,574 respondents living in outer regional and remote areas of Australia, where 37% have attended a cultural event recently.

Click the image below to access the Fact Sheet.

 
 

Use the dashboard to get results for your artform and region

Survey data from Australian respondents has been aggregated in a freely available dashboard. Click the image below to access the dashboard and start exploring the data.

 
 

About the Audience Outlook Monitor

The Audience Outlook Monitor is tracking how audiences feel about returning to events in the context of the COVID-19 pandemic.

Data was initially collected between 6 and 14 May 2020, forming a baseline against which future changes can be tracked. Phase 2 of data collection occurred from 8 to 12 July 2020 and Phase 3 of data collection occurred from 2 to 6 September 2020.

Seven government agencies 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 about re-opening.

How to find out more

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

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

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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.

 

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Supporting partners

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Phase 3 (September 2020) State/Territory Snapshots
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Phase 3 (September 2020) State/Territory Snapshots

Audience sentiments vary markedly around Australia.

Download the Phase 3 (September 2020) Snapshot reports for key states/territories.

Snapshot reports for key States/Territories

The national results from Phase 3 of the Audience Outlook Monitor were released on 15 September 2020. You can access Snapshot Reports for key states/territories, thanks to support from state/territory arts agencies, including Creative Victoria, Create NSW, Arts Queensland, Department of the Premier and Cabinet (Arts SA), Department of Local Government, Sport and Cultural Industries (WA) and Arts ACT.

Download the Snapshots

Navigate and click the images below to access the Snapshots for each state/territory.

 
 

Use the dashboard to get results for your artform and region

Survey data from Australian respondents has been aggregated in a freely available dashboard. Click the image below to access the dashboard and start exploring the data.

 
 

About the Audience Outlook Monitor

The results represent the findings of a study, which is tracking how audiences feel about returning to events in the context of the COVID-19 pandemic.

Data was initially collected between 6 and 14 May 2020, forming a baseline against which future changes can be tracked. Phase 2 of data collection occurred from 8 to 12 July 2020 and Phase 3 of data collection occurred from 2 to 6 September 2020.

Seven government agencies 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 about re-opening.

How to find out more

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

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
Tandi_HexagonProfilePic.png

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

Patternmakers-Wolf-Brown.jpg

Supporting partners

Supporter-Logos-Vertical.jpg

Past posts on this blog

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Webinars: Audience Outlook Monitor
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Webinars: Audience Outlook Monitor

Catch up on past webinars related to the Audience Outlook Monitor, topics like Museums and Galleries, Performing Arts and First Nations.

Below are a list of past webinars, where we share insights about audiences. These sessions draw on data from our research projects and the COVID-19 Audience Outlook Monitor.

ArtsHub - What will post-pandemic audiences look like? (September 2020)

Recorded on 4 September 2020, ArtsHub in partnership with Creative Victoria, with Ruth Gormley, Senior Manager of Strategic Marketing, Creative Victoria and Richard Watts, Performing Arts Editor, ArtsHub.

Australia Snapshot: Phase 2 (July 2020)

Recorded on 29 July 2020, Australia Council for the Arts, with Jade Lillie, Head of Sector Development.

M&G QLD/UQAM Seminar 2020 - Audience Recovery Seminar Series (July 2020)

Recorded July 2020, Museums & Galleries Queensland, with Colleen Dilenschneider, Chief Market Engagement Officer, IMPACTS Research & Development, USA, Moderated by Kate O'Hara, Director, Umbrella Studios Contemporary Art

As part of the Audience Recovery Seminar Series, Colleen Dilenschneider, Chief Market Engagement Officer, IMPACTS Research & Development, USA; and Tandi Palmer Williams, Managing Director, Patternmakers talked through findings from their latest research on the intentions of visitors to return to cultural institutions. Kate O'Hara, Director, Umbrella Studios Contemporary Art moderated the discussion. Colleen's presentation was not recorded, however links to up-to-date data is available at http://magsq.com.au/cms/page.asp?ID=10615 Presenters were Colleen Dilenschneider, Chief Market Engagement Officer, IMPACTS Research & Development, USA; and Tandi Palmer Williams, Managing Director, Patternmakers. Kate O'Hara, Director, Umbrella Studios Contemporary Art moderated the discussion. Colleen's presentation was not recorded, however links to up-to-date data is available at http://magsq.com.au/cms/page.asp?ID=10615

Gold Coast Music Industry Mingle - The Future of Live Music? (June 2020)

Recorded 30 June 2020, Gold Coast Music Awards, Gold Coast Arts and Culture, Blank GC, with Shelley Bishop, conducting a PhD including a focus on how our industry’s leaders have innovated their operations during this time, Mark Duckworth, Major Events Gold Coast, Brad Hinds, Oztix. Conversation led by Kimberley Ferguson of Beats Cartel and Mo’s Desert Clubhouse fame.

Australian Snapshot: Fundraising, Support & Marketing (June 2020)

Recorded 29 June 2020, Australia Council for the Arts, with Matthew Morse, Executive Director, Strategy and Programs, Creative Partnerships Australia.

Date: Monday 29 June 2020 Time: 11:00am -12:00pm (AEST) The Australia Council is working with Patternmakers and WolfBrown to understand changes in behaviours...

Australian Snapshot: First Nations (June 2020)

Recorded 22 June 2020, Australia Council for the Arts, with Wesley Enoch AM, Chair of the First Nations Arts Strategy Panel of the Australia Council for the Arts.

Audience Outlook Monitor - First Nations Arts Description Date: Monday 22 June 2020 Time: 11:00am -12:00pm (AEST) The Australia Council is working with Patte...

Australian Snapshot: Online Engagement (June 2020)

Recorded 15 June 2020, Australia Council for the Arts, with Keir Winesmith, strategic consultant and academic working across digital and culture.

Date: Monday 15 June 2020 Time: 11:00am -12:00pm (AEST) Co-host: Keir Winesmith The Australia Council is working with Patternmakers and WolfBrown to understa...

Australian Snapshot: Museums & Galleries (June 2020)

Recorded 15 June 2020, Australia Council for the Arts, with Keir Winesmith, strategic consultant and academic working across digital and culture.

Topic: Audience Outlook Monitor: Museums and galleries Date: Wednesday 10 June 2020 Time: 11:00am - 12:00pm (AEST) The Australia Council is working with Patt...

Australian Snapshot: Performing Arts (June 2020)

Recorded 2 June 2020, Australia Council for the Arts, with Katherine Connor, Executive Director, PAC Australia.

Date: Tuesday 2 June 2020 Time: 12:00pm -1:00pm (AEST) Co-host: Katherine Connor, Executive Director, PAC Australia The Australia Council is working with Pat...

Use the dashboard to get results for your artform and region

Survey data from over 39,000 Australian respondents has been aggregated in a freely available dashboard. Click the image below to access the dashboard and start exploring the data.

About the Audience Outlook Monitor

The results now available represent the first two phases of a three-phase study, which is tracking how audiences feel about returning to events in the context of the COVID-19 pandemic.

In Phase 1, data was collected between 6 and 14 May 2020, forming a baseline against which future changes can be tracked. In Phase 2, data was again collected from audiences between 8 and 12 July 2020. A third and final phase of data collection will occur in September 2020 (Phase 3).

Seven government agencies 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 about re-opening.

How to find out more

More 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 below.

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
Tandi_HexagonProfilePic.png

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

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Supporting partners

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Past posts on this blog

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