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Welcome to Audience Outlook Monitor, an international collaboration between top researchers, funders, service organizations, and hundreds of cultural organizations who want to make informed decisions about how and when to re-start programming based on rigorous research data.
We continually update this site with our latest research findings, scenario planning resources, and critical thinking about audiences and programming. The second phase of research is now underway.
KEY TAKEAWAYS: UPDATED JULY 19, 2021
Total participating organizations
WATCH THE JULY 19 EXECUTIVE BRIEFING
Update for July 19, 2021: Join us for this 30-minute briefing on the latest findings from the Audience Outlook Monitor study. Results for July focus on audience perceptions of changing conditions due to the latest surge in Covid-19 infection rates in some areas of the US, and the conditions that audience members are likely to place on their attendance at live events (i.e., pre-requisites and deal-breakers). After six months of improving conditions, July results suggest a slow-down, or, in some cases, a regression in key indicators. (video, 30 min.) READ THE POST.
WATCH THE JUNE 28 DEEP DIVE SESSION: "The Future of Digital Programming, Part 1"
June 28, 2021 (60 minutes) - With broad-scale reopening on the horizon, the question of post-pandemic digital strategies looms large. Most organizations see value in maintaining some level of digital programming, but the range of underlying strategies, and their financial viability and mission impact, are unclear. Much thinking, and much research, remains to be done. This session takes stock of the cumulative findings from the Audience Outlook Monitor study as regards demand for digital programming, including recent qualitative research investigating how arts patrons have navigated the landscape of digital ... READ THE POST.
Global study partners
Survey responses to date
The 7-month pattern of improvement in attitudes about going out halted in July, with some indicators moving backwards
On the positive side, 85% of audiences are ready to go out if their pre-conditions for going out are met
Of the 85%, however, just over half won’t go out unless masks and/or distancing are required
The proportion of “vaccinated but reluctant” respondents did not move between June and July; a third are still waiting for epidemiological conditions to improve
The calendar for returning regressed a bit for July; between 17% and 21% do not anticipate returning to live events until Jan. 2022 or thereafter
The mask dilemma persists: ~35% to 45% won’t go out WITHOUT a mask requirement, while ~6% to 14% won’t go out WITH one (little change from June)
Attitudes about vaccinated-only admittance policies are increasingly favorable, with significant variation across markets; between 30% and 45% say they won’t go out unless proof or vaccine is required
New updates have been released for the following cohorts:
These study updates represent the findings of a multi-phase study tracking how audiences feel about returning to events in the context of the COVID-19 pandemic in the regions listed below. MORE