26 September 2023

Artists see COVID’s writing on the wall

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A new report has pointed to a positive long-term outlook for the re-engagement of arts audiences across the State.

Creative Victoria said it was part of a global study by WolfBrown and Patternmakers to track audience sentiment in the wake of the COVID-19 pandemic, along with the Australian Council for the Arts, Create NSW, South Australia’s Department of Premier and Cabinet, Western Australia’s Department of Local Government, Sport and Cultural Industries, the ACT Government and the Queensland Government.

“The COVID-19 Audience Outlook Monitor, a phased global study designed to track audience sentiment in the wake of the coronavirus pandemic, has issued a Victorian Snapshot for the month of July,” Creative Victoria said.

“The snapshot collates the views of 3,846 Victorian participants, who are previous attendees of cultural events, and follows a report released in May 2020,” it said.

“In line with the Stage Three restrictions that were in place when the research was undertaken, the July snapshot finds Victorian audiences are demonstrating greater caution in engaging in public activities compared to other States,”

“Twenty per cent of Victorians are ready to return to cultural events and 64 per cent said they will return ‘When reasonably confident that the risk of transmission is minimal’.”

Creative Victoria said the data could be used by artists and creative organisations to support their audience engagement activities and plans for returning to business and recovery.

“Our audiences have shown their dedication, continuing to participate from home by tuning into online programming,” it said.

“Fifty-two per cent of Victorians selected digital programs as their first preference for attending a cultural event and 45 per cent selected outdoor venues with space to sit apart from others as their second preference.”

It said Victorians were the most highly engaged in watching livestreamed performances and events (45 per cent compared with 41 per cent nationally).

Create Victoria’s 12-page Victoria Snapshot: COVID-19 Audience Outlook Monitor – July 2020 can be accessed at this PS News link.

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