Audience researchers have unveiled findings from their analysis and survey of audience metrics in the UK arts domain for 2023.
Indigo, a specialized group in audience research, has issued a comprehensive report titled "Tomorrow's Audience," a collaborative effort with Spektrix, a provider of box office software, and a consortium comprising prominent arts organizations in the UK.
Through an examination of aggregated ticketing data across the sector, a nationwide audience survey, and focus group sessions with newcomers, the report delves into the actions, drivers, and perspectives of first-time ticket purchasers and attendees of performing arts events.
This study builds upon Indigo's previous project in 2022, "Missing Audiences," which investigated the impact of the COVID-19 pandemic on audience engagement. The persistence of this concern was noted across organizations in 2023.
However, findings from "Missing Audiences" revealed a trend where although not all pre-pandemic audiences had returned, there were reports of an increase in 'new' audience members.
Consequently, the more recent "Tomorrow's Audience" provides a deeper analysis of the characteristics, behaviors, and experiences of first-time attendees in the performing arts sector, along with recommendations for organizations to attract and retain them.
Utilizing both quantitative and qualitative data, this comprehensive research covered over a decade of ticketing information from 340 performing arts groups across the UK, representing a diverse range of companies.
The initiative also urged its 72 participating arts organizations to administer a survey to their audiences, specifically targeting those attending arts events for the first time post-COVID.
The survey, conducted over a three-week period in October 2023, amassed 32,677 complete responses.
Prominent UK organizations involved in the study included the Birmingham Royal Ballet, English National Opera, London Symphony Orchestra, Royal Albert Hall, Royal Philharmonic Orchestra, Shakespeare’s Globe, and the Three Choirs Festival, among others.
Liv Nilssen, Spektrix's director of sector strategy, highlighted the significance of the collaborative effort, stating, "By amalgamating booking data from theaters and arts centers across the UK with expert analysis and survey feedback, we've identified a genuine opportunity to cultivate new audiences. This unique partnership has united technology, consultancy, and leading arts organizations to gain a comprehensive understanding of audience behaviors and explore avenues for arts organizations to reinvigorate their connections with visitors."
