The Audience Atlas reports on Victorians’ appetite for arts and cultural experiences.

Commissioned by Creative Victoria, the study shows who’s attending cultural events, who wants to attend more, and why they go. With detailed data on all sectors of the creative industry, the Atlas provides Victorian arts organisations with a powerful tool to help grow their audiences and supporters.

More than 4,000 Victorians (aged 16+) participated in the study from across the general population.

Highlights include:

  • 93% / 4.4m Love the arts and attend or want to attend arts and cultural events
  • 90% Saw a film in the last three years, closely followed by live music
    and museums
  • 29% People under 34 years of age who attend arts events
  • 64% People who attend arts events earn less than the average wage – the arts
    aren’t just for the elite!
  • 90% People watched at least an hour per week of free to air television – long live
    Free TV!

Watch Andrew McIntyre from MHM talks through the findings of the Audience Atlas.

Andrew McIntyre (Director and Co-Founder, Morris Hargreaves McIntyre) provides a step-by-step guide to using the Audience Atlas to achieve profound audience insights. Audience Atlas Victoria 2019, commissioned by Creative Victoria and undertaken by Morris Hargreaves McIntyre, is a comprehensive profile of the Victorian culture market.

The Atlas examines the demographic composition of Victorian arts and culture audiences, and provides in depth insights into their attitudes, motivations and behaviour. The Atlas also investigates Victorians’ media consumption and online habits and examines all findings through eight distinct culture segments. Audience Atlas Victoria 2019 is a powerful tool that creative organisations of all sizes can use to glean key insights and practical tips to help grow audiences or supporters.

Download the reports

Please note: Accessible versions of Audience Atlas Victoria 2019 will soon be available. If you require these urgently, please get in touch with us via email