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WolfBrown launched Audience Outlook Monitor with our COVID-19 study, an international collaboration between top researchers, funders, service organizations, and hundreds of cultural organizations that wanted to make informed decisions about how and when to re-start programming based on rigorous research data. 
We designed a survey that was deployed at regular time intervals by cohorts of cultural organizations in different cities, in partnership with funders and service organizations. Our US partners included CultureSource (Metro Detroit), Theatre Development Fund (New York City), the League of Chicago Theatres, Theatre Bay Area, Arts Boston, New Jersey Theatre Alliance, ImagineMKE (Milwaukee), Greater Pittsburgh Arts Council, and the League of American Orchestras. Additionally, the survey was deployed throughout Australia in partnership with our colleagues at Patternmakers, with funding support from the Australia Council for the Arts, Create NSW, Creative Victoria, and Arts Queensland.​ In collaboration with Norsk Publikumsutvikling/Audiences Norway, the survey was deployed in Norway, Denmark, and Finland.


In the News

According to an article (March 26, 2023) by San Francisco Chronicle, “In a December webinar, the arts research firm WolfBrown, which has been surveying nationwide audience attitudes about returning to the theater since the pandemic’s early days, reported that theatergoers have become more risk-averse. They want to buy tickets to shows they see as sure bets.” Writer Lily Janiak goes on to say, “[...] Theaters might be paying attention to that trend.” Read the full news story here.

Study Statistics

Global study partners
Total participating organizations  
Survey responses to date
All events related to the COVID-19 Study were made available via our video archive library.
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