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.
Individual organizations can participate in the COVID-19 Study
While WolfBrown concluded its COVID-19 Audience Outlook Monitor cohorts in 2021, individual organizations that wish to collect data can sign up to deploy three waves of the survey in 2022. Organizations that have already participated will see new results displayed in the WolfBrown Dashboard alongside their previously collected results.
For organizations new to the study, a member of WolfBrown's team will provide you with an orientation after your first wave of data collection. We will provide a private hour-long review to all participating organizations after your second or final deployments to discuss the findings and how to use them to make an actionable difference in your decision-making.
WATCH THE JUNE 30-MINUTE EXECUTIVE BRIEFING WITH ALAN BROWN "GOODBYE AGAIN. HELLO UNCERTAINTY."
As the Omicron subvariants continue their path across the country, and with the rise of new subvariants (BA.4 and BA.5) that have been found to escape antibodies, the only constant seems to be uncertainty. Alan’s final monthly briefing on the Covid-19 study will address the lingering, and perhaps long-term effects of Covid-19 on demand for arts programming, product differentiation, and the implications for sustainable business models. (30 minutes) Read the post.
WATCH THE OUR 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.
Updated June 27, 2022
The post-Omicron recovery seems to have leveled off in June
We are still looking at 15% to 20% long-term non-returners; positions have hardened
Less than half of non-returners cite health concerns as a reason for not returning
Increased volatility and reduced demand for lesser known artists and artistic works may be the new normal