The latest Audience Atlas Victoria research is now available and proves Victorian audiences are hungry for arts and cultural experiences with 99% of adult Victorians attending at least one arts and cultural event in the last three years.
Commissioned by Creative Victoria, the Audience Atlas report reveals who is attending cultural events, who wants to attend more, and why they go. More than 2,870 Victorians (aged 18+) participated in the study from across the general population, providing a robust foundation for the research. This latest report follows previous editions published in 2013 and 2019.
With detailed data on different sectors of the creative industries, the Audience Atlas provides Victorian creatives and creative organisations with invaluable information to support their business development and growth, programming, marketing, fundraising and more in a time of changing social and economic conditions.
The report examines the shifts experienced in the five years since the last study, and provides in-depth insights into audience attitudes, motivations, and behaviours.
The research report finds that 99% of adult Victorians (or 5.08 million people) are in the market for arts and culture experiences, which makes the state a larger culture market by percentage than the likes of renowned arts capitals New York City and London and the entire population of New Zealand.
Impressively, Victorians collectively spend a massive $3.4 billion each year to fuel their love of creative activities and 80% (or 4.08 million people) are ‘in the market’ for First Peoples arts and culture experiences.
Looking to the future, the report finds that young, culturally and linguistically diverse audiences are highly engaged in the creative industries. These audiences are more likely than average (32%) to have recently spent money on arts experiences and it’s anticipated these audiences will have a higher level of arts and culture attendance over the next 12 months.
The report also identifies key strategies to retain audiences, re-engage lapsed audiences, and attract interested audiences. It analyses media consumption and guides creatives and creative organisations towards the most appropriate channels to reach different audiences.
Other key insights:
- Film is the most popular artform with 85% of the market (4.3 million) catching a film in the last 3 years. Followed by Museums at 64% (3.26 million), and Visual Arts 60% (3.04 million).
- 41% of Victorians report that they are less culturally active than in 2019, showing that audience behaviour has changed in the last five years.
Upcoming Creative Exchange - Audience Atlas webinar
In February 2025 take a deep dive into the Audience Atlas with our online webinar as part of the popular Creative Exchange professional development series. The session will be hosted by Andrew McIntyre, Director and Co-Founder, Morris Hargreaves McIntyre who will outline the key findings of the report and share how use the insights in your creative practice or organisation.
- When: Thursday, February 6, 2025, 9.30am – 10.30am AEST
- Cost: Free, but bookings essential