In light of COVID-19, many arts organisations are considering how best to prioritise the safety of their audiences and ensure they feel comfortable re-engaging.
The COVID-19 Audience Outlook Monitorresearch into audience attitudes and behaviours will help arts organisations to continue to plan, adapt and recover.
The research is tracking 23,000 participants and has been undertaken by the Australia Council, research firms Patternmakers and Wolfbrown, state governments and 159 arts and culture organisations.
It found audiences planned to return to arts and culture events in the future:
- 85% plan to attend just as they did in the past.
- 22% are comfortable attending as soon as restrictions are lifted.
- 67% will attend when they feel there is a low risk of transmission.
- 11% will wait until there is no risk at all.
The research has also unearthed some positive outcomes. For example, the huge increase in online content has reached new audiences – 29% of participants have discovered a new artist, artwork or performance online.
This information will assist arts organisations to better understand these new audiences and keep them engaged.
Further data will be collected this month and in September.