The latest Audience Atlas report provides insights on Victorian audiences and their appetite for arts and cultural experiences, revealing who is attending cultural events, who wants to attend more, and why they go.
Commissioned by Creative Victoria and conducted by global strategy and insight consultancy Morris Hargreaves McIntyre, the report provides detailed data on creative industries sectors and provides Victorian creatives and creative organisations with invaluable information to support their audience development and growth in a time of changing social and economic conditions. The 2024 report follows previously commissioned reports in 2013 and 2019.
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.
More than 2,870 Victorians (aged 18+) participated in the 2024 study from across the general population.
Key insights:
- Victorians collectively spend $3.4 billion a year on arts and culture.
- 99% / 5.08 million adult Victorians are in the market for arts and culture, making Victoria a larger culture market (by percentage) than NZ, Sweden, New York City, and the UK.
- 80% / 4.08 million are ‘in the market’ for First Peoples arts and culture.
- Young culturally and linguistically diverse audiences are key to future success.
- These audiences are more likely than average to have recently spent money on arts engagement (46% 18-34, 43% Linguistically diverse, compared to 32% overall) and,
- This market segment anticipates a higher level of arts and culture attendance in the next 12 months (43%–44% aged 18–34, compared to 30% overall).
- Film is the most popular artform in Victoria 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).
- While the appetite for arts and culture is high, 41% of Victorians report that they are less culturally active than they were in 2019, demonstrating that audience behaviour has changed in the last five years.