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.
LATEST VIDEOS
KEY TAKEAWAYS: UPDATED NOVEMBER 15, 2021
660
Total participating organizations
WATCH THE OCTOBER 18 EXECUTIVE BRIEFING
This 30-minute briefing covers the latest findings from the Audience Outlook Monitor study. Results for October focus on improvements in audience readiness to return, correcting for ground lost in July/August due to the surge in Covid-19 infection rates. Approximately one in five patrons do not foresee going out again until the second quarter of 2022, or thereafter. (video, 28 minutes) READ THE POST.
WATCH THE OCTOBER 18 DEEP DIVE SESSION: TRACKING THE EXPERIENCE OF EARLY RETURNERS
As audiences return to cultural venues, some will experience uncertainty and anxiety over the visitor experience. How will distancing actually work? Is it safe to use the toilets? Will mask-wearing policies be enforced? This session will highlight work by arts groups to assess the audience experience through post-event surveying, and how those groups are reflecting the results back to audience members to build confidence. READ THE POST
24
Global study partners
625,613
Survey responses to date
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The sector has reopened, and the market is grinding back to life
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Demand is diminished, and will continue to be diminished for many months
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Sales projections and/or inventory should be lowered from pre-pandemic levels for at least another year, or probably two
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Assuming no further surges, the market can be expected to slowly improve
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Everyone should be making contingency plans for a another slow-down or shut-down due to emergence of a new variant, and possibly a vaccine-resistant variant
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• Long-term hold-outs include:
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Those who are not vaccinated or object to health safety protocols
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Those with household vulnerabilities who continue to feel the risk is not worth the reward
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Those who’ve exited the marketplace and found attractive alternatives for their entertainment time/dollars
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Need to start planning now for when and how to drop mask mandates
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Some people will wear masks for the rest of their lives
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Likely backlash in the short term if proof-of-vaccination requirement is lifted too early
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Need strategies for accommodating those who require enhanced health safety, at least in the short-term, if not longer
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The digital marketplace is ours for the making
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What programs and formats will attract the next generation of audiences?
LATEST STATISTICS
ANNOUNCING THE RE-ENTRY STUDY
WolfBrown has launched a new low-cost, time-limited cohort study to help cultural organizations track the experience of returning audiences. As of August 2021 a large majority of arts goers are vaccinated, although 40% to 50% are still reluctant to go out. With many arts organizations planning to reopen in the fall months maintaining a high level of trust and transparency about health safety protocols is paramount. We believe that creating a feedback loop with audiences about their initial “return experience” – in other words, surveying audiences and reflecting results back to them – will help to lower anxiety levels amongst patrons. Learn more about this study and how your organization can participate.
WATCH THE NOVEMBER 15 EXECUTIVE BRIEFING
Join us for Alan’s 30-minute briefing covering the latest findings from the Audience Outlook Monitor study. Results for November focus on improvements in audience readiness to return as the marketplace for arts and culture recovers slowly, steadily, and irregularly from the Delta variant surge. Alan shares his thoughts and questions about catalyzing audience demand, and the role of research in finding a way forward. Alan also announces details of the expansion of Audience Outlook Monitor into a new area of study. (30 minutes). READ THE POST.
VISIT THE EVENT LIBRARY
We have many upcoming events. Events are recorded and made available via our video library. Make sure you are subscribed to get event registration info.
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
League of Chicago Theaters / Chicago
League of American Orchestras/National
Theatre Bay Area / San Francisco
Theatre Development Fund / New York
