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 SEPTEMBER 20, 2021
Total participating organizations
WATCH THE SEPTEMBER 20 EXECUTIVE BRIEFING
Join us for this 30-minute briefing on the latest findings from the Audience Outlook Monitor study. Results for September will continue to focus on audience perceptions of changing conditions due to the latest surge in Covid-19 infection rates in some areas of the US. After the dramatic drop in readiness to return between July and August, September results suggest that appetite for in-person programs is holding steady or, in some markets, beginning to rise again. Early results for a new set of questions about the re-entry experience will also be highlighted. READ THE POST.
WATCH THE AUGUST 20 DEEP DIVE SESSION: In Conversation with Steven Hadley, author of Audience Development and Cultural Policy
September 20, 2021 (57 minutes) - Join us for a conversation with Ireland-based scholar and consultant Steven Hadley about his important new book, "Audience Development and Cultural Policy" (Palgrave, 2021), which adds important perspective to the discourse around audience development, social inclusion and structures of bias in cultural organizations. While arts groups struggle with reopening during the latest Covid-19 surge, we must also continue to examine our practices through the lens of equity and justice. Is the “new normal” anything but a Covid-safe version of the old normal? In this session you’ll gain a bird’s eye view of Hadley’s analysis of audience development, learn about the dual frameworks of “democratization of culture” and “cultural democracy” and consider how they might inform your institution’s work to deepen and diversify community ties.
The conversation will be moderated by Alan Brown and Brea Heidelberg, Associate Professor and Program Director, Entertainment & Arts Management, at Drexel University... READ THE POST.
Global study partners
Survey responses to date
The dramatic deterioration in readiness to return to cultural events seen in August
persists into September, but did not worsen
85% to 90% would go out this week provided conditions are met, but 25% to 35%
would require proof of vaccine, mask requirement, AND distancing – which
effectively takes many of them out of the marketplace
More people seem to have sorted out what health safety protocols they’ll accept
Should arts organizations offer performances with “enhanced” health safety measures as an accessibility strategy for Covid-vulnerable patrons?
As of Sept., roughly 30% of respondents don’t anticipate returning to live events
until Jan. 2022 or thereafter, a slight improvement over August
The effects of Covid-19 are likely to depress demand well into 2022
Support for vaccine-only admittance policies continued to strengthen in Sept.
Re-entry experiences are strongly positive; most complaints relate to lack of
sufficient health safety protocols
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.
SAVE THE DATE: NEXT EXECUTIVE BRIEFING IS OCTOBER 18
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