Audiences are cautiously optimistic as summer approaches, but many uncertainties remain

In November 2021, data from 7,637 past attendees suggests that confidence levels are in a state of flux, as restrictions change around the country.

Compared to the mid-year results, audiences are less likely to be inhibited from attending cultural events by the risk of lockdowns (now 38%) and more likely to be concerned with risks of transmission (51%) or being a close contact (43%).

Confidence in the outbreak-affected states is beginning to recover as lockdowns end and audiences grow accustomed to ‘living with the virus’. 50% say they are ‘ready to attend’, however only 29% have done so in practice, suggesting it will take time to rebuild attendance activity in all areas.

Across the rest of Australia, recent attendance rates are high (74%) though some are anxious about the virus circulating once border restrictions are lifted. Comfort levels could drop slightly in these areas as travel resumes.

With COVID cases trending downwards in late October and early November, most audience members appear cautiously optimistic about attending over summer. 7 in 10 (67%) audience members in the outbreak-affected states/territories of NSW, VIC and ACT have recently made plans to attend a cultural event of some kind. This rises to 8 in 10 audience members (82%) in the rest of the country.

Download the Snapshot Report or live attendance infographic or read on for more of the findings.

If you would like to request the National Report in an accessible format, please email info@thepatternmakers.com.au.

COVID-safety remains paramount, with vaccine passports being top of mind

The results confirm that COVID-safety measures will play a pivotal role in rebuilding attendances, especially at indoor venues, while audiences across Australia grow used to living with the virus.

Audiences continue to be encouraged to attend cultural venues by the presence of safety measures such as check-ins (85%) and proof of vaccination at entry (79%).
In fact, some measures would need to be in place for a majority of audiences to attend. Nationally over half won’t attend many spaces unless proof of vaccination is required, including large theatres and concert halls (63%) and outdoor events (58%).
Audiences in outbreak-affected states are relying on COVID-safety measures more so than those in the rest of Australia – particularly in VIC where the rates of transmission are currently highest.
Audiences in the rest of Australia are slightly more neutral about some safety measures, though this could change once domestic and international borders open, if case numbers increase in those jurisdictions.
As we move towards a scenario of open borders and 90%+ vaccination rates nationally, the proportion who are ‘very comfortable’ to attend will stabilise nationally around 56% for large theatres/concert halls, 62% for museums/galleries and 69% for outdoor venues with fixed seating.

Digital participation has begun to climb again, as cultural organisations grow more proficient with engaging audiences online

After several quarters of declining online participation, digital engagement has increased slightly for all audiences – from 44% in July 2021 to 48% in November 2021.
Audiences in outbreak-affected states are more likely to be participating online (53%) compared to those in the rest of Australia (42%), however participation rates have increased in all jurisdictions.
One form of participation that stands out is online courses and tutorials, with 25% of audiences participating recently (up from 19% in July).
Despite reports of ‘Zoom overload’ by some, overall audiences are now more likely to see a role for digital arts experiences in their lives outside of lockdown (73%) compared to July 2021 (52%).
Audiences can be divided into three groups for the purposes of marketing digital arts experiences: ‘digital devotees,’ the 24% of audiences who see a substantial role for digital in their lives, ‘selective but supportive’ audiences, the 49% who see a small role, and ‘tired of tech’ audiences, the 27% of audiences who see no role at all outside of lockdown.
Many audiences support hybrid models that offer greater flexibility and accessibility as we transition to a ‘COVID-normal’ Australia. When asked if they would attend a digital program in place of a cancelled live event, 33% nationally said they would be likely to attend. This rate increases among disabled audiences (44%) and audiences in outbreak-affected states (36%).
It is clear that digital marketing and online experiences are playing a key role in keeping audiences engaged with arts organisations as uncertainty continues.

Download the online participation infographic.

Local loyalty is on the rise as audiences look for low-risk ways to support the arts

As confidence builds, there are positive signs for audience loyalty programs, with 44% indicating they are at least somewhat likely to purchase a subscription or membership in 2022, compared to the 40% who subscribed in 2021.

As people weigh up the risks of attending, 78% of audiences agree that they’ll be attracted to events in their local area over the next year.

An increasing number of audiences say they will be interested in ‘light-hearted programs’ (44%, up from 34% in July) – with some seeking escapism and uplift after the cumulative impacts of the pandemic.

Use the dashboard to get results for your artform and region

Survey data from over 7,637 respondents has been uploaded to the dashboard, which now contains insights from over 80,000 Australian participants.

You can use the dashboard to explore the findings by state/territory, artform and audience segment.

It’s freely available to access, just click the image below and use the login details provided on the dashboard page.

About the Audience Outlook Monitor

The Audience Outlook Monitor provides the results of a study that has tracked audience sentiment over the course of the COVID-19 pandemic, including how audiences respond to changing restrictions on cultural events.

Data was collected in three phases throughout 2020 and is again being tracked in 2021.

Government agencies across Australia are collaborating with research agencies Patternmakers (Sydney) and WolfBrown (USA) to produce this resource. The dashboard is freely accessible and designed to help artists and cultural organisations of all kinds to make the best possible decisions about re-opening.

How to find out more

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If you have a question, or an idea for using this data, please contact Patternmakers at info@thepatternmakers.com.au

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About the Author

Tandi Palmer Williams
Managing Director

Tandi is Founder and Managing Director of Patternmakers. She’s an arts research specialist and leader of the agency’s research projects.

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Key findings: November 2021