Bendigo Art Gallery
Bendigo Art Gallery 

Creative Victoria is part of a global study to track audience sentiment in the wake of the coronavirus (COVID-19) pandemic.

The COVID-19 Outlook Monitor research is being conducted over three stages to understand how audiences feel about engaging with, and returning to, creative events and venues. The study also explores the measures that will make people feel more comfortable about returning.

This data can be used by artists and creative organisations to support their audience engagement activities and plans for returning to business and recovery.

Respondents to the study are previous attendees.

The COVID-19 Audience Outlook Monitor covers:

  • Current Demand for In-Person Arts Events
    • Are they purchasing tickets for future arts events?
    • Are audiences attending arts events or visiting arts spaces?
  • Future Demand for In-Person Arts Event
    • When do audiences think they will return?
    • Do they think they’ll attend just as frequently as they did before the pandemic?
    • Do they think they’ll spend as much money on arts experiences?
  • Conditions Under Which Audiences Will Feel Comfortable Returning
    • Will audiences return as soon as bans are lifted?
    • What can organisations do to make audiences feel more comfortable?
  • Philanthropic Impact of COVID-19
    • Do audiences anticipate giving to arts and culture changing after the crisis?
    • Have they already given in response to the crisis?
  • Demand for and Uptake of At-Home Engagement
    • How have audiences adapted to at-home participation?
    • Will heightened interest in virtual content extend beyond the current health crisis?
    • What are the revenue opportunities?
  • Context and Demographics
    • How does arts engagement behaviour, such as frequency of attending arts events, impact audiences' attitudes?
    • Has COVID-19 directly impacted the physical or financial health of audiences or their families?
    • How does the age and employment status of audience members impact their attitudes towards COVID-19?

Baseline data was collected in May 2020 and the second phase of data collection was undertaken in July 2020. A snapshot of the latest national findings is available below and a Victoria-specific report will be released soon.

The full results are available to explore in the freely accessible dashboard.


Key Findings – COVID-19 Audience Outlook Monitor: Phase 2, July 2020

3,846 Victorian participants revealed:

A cautious approach

  • Victorian audiences are demonstrating strong levels of caution in engaging in public activities compared to other states.
    • o 20% of Victorians are ready to return to cultural events. (64% will return “When reasonably confident that the risk of transmission is minimal”.)
    • o 23% of Victorians expect to attend less cultural events than before in the long term.

However:

  • Future spending is looking positive among Victorians, with 74% saying they will spend the same amount once they can resume attending cultural events. AND a greater proportion (14%) than the national average say that they anticipate their spending will be higher than before the pandemic.

Digital engagement

  • Victorians are engaging online (77%) – higher than the national rate of 73%. And report that they will continue to do so after the pandemic (72%, up from 68% in May).
  • 52% of Victorians selected digital programs as their first preference for attending a cultural event.
  • Victorians are the most highly engaged in watching livestreamed performances and events (45% compared with 41% nationally).
  • Online discovery of new artists and work has increased since May 2020 (39%, up from 32%).
  • 39% of Victorian audiences have paid for a cultural experience online in the past fortnight.

Feeling safe to return?

  • Victorian respondents highlighted effective hygiene protocols as a critical factor in helping them feel safe at venues and events.
  • Social distancing enforced by timed entry and venue capacity has enabled attendees to feel more comfortable during their recent experience.
  • 52% of Victorians selected digital programs as their first preference for attending a cultural event.
    • 45% selected outdoor venues with space to sit apart from others as their second preference.

Engagement at home

  • Victorians continue engaging in creative activities in the home with the majority still listening to music (90%), reading for pleasure (84%) and making art or craft (44%).

View the accessible version of Phase 1 of the Victoria snapshot DOCX, 88.5 KB.


Key Findings – COVID-19 Audience Outlook Monitor: Phase 1, May 2020

More than 23,000 people participated in phase one of the study.

View the accessible version of the Victoria Snapshot DOCX, 53.7 KB

The research suggests audiences will eventually return to arts and culture events (85%) but most aren’t ready yet. 78% plan to attend just as they did before COVID-19, while 7% are planning to attend more than before.

However, in the short-term, the pandemic will affect how soon people will attend arts and culture events along with the size and type of events people are comfortable attending.

Upon reopening venue safety measures will be critical, with 96% saying their decision to attend will be influenced by the measures put in place.


Access the results dashboard

The survey data is aggregated in a freely available dashboard, to assist artists and cultural organisations with their decision making and forward planning.

Access the dashboard by following the link below and entering the login details provided. For guidance on how to use the dashboard, visit the Australian homepage for the dashboard, where you can watch a tour or download a guide.

Link: https://dashboard.intrinsicimpact.org/

User: access@AOM.com.au

Password: Australia

Or alternatively access a national snapshot report here.

Victoria specific analysis will be released soon.

Future updates

There will be a third stage of the survey with results to be released in September 2020.

When combined, all three research updates will illustrate the evolving audience attitudes to arts events through the coronavirus emergency and early recovery.


Research methodology

Respondents were people who had engaged with an arts event in the last two years.

Baseline data was collected in a cross-sector collaborative survey process involving 159 arts and culture organisations, including museums, galleries, performing arts organisations and festivals across Australia.

These organisations simultaneously sent a survey to a random sample of audience members who had attended a cultural event since January 2018. Read more about the methodology and the types of events that are included.

No individual respondents or organisations are identified.


Study partners

Creative Victoria is working with audience research specialists WolfBrown and Patternmakers to undertake COVID-19 Audience Outlook Monitor, along with industry partners including the Australia Council for the Arts, Create NSW, and Arts Queensland.

WolfBrown is also conducting this study in Norway and U.S. cities including Atlanta, Boston, Chicago, Detroit, New York, and the San Francisco Bay Area.