The top trends shaping Australian audiences in 2023 and beyond

In this article, we explore the key insights of our latest?Audience Outlook Monitor?publication: 'Audiences 2023+'. We?dive into 7 topics around current audience behaviour, presenting the datapoints you need for strategic planning, forecasting attendances, remodelling subscriptions and targeted marketing in 2023 and beyond.

Head to the?website?for the full report.

1. Attendance trajectories

Attendance rates across the country continue their slow recovery since the pandemic, and with a challenging year ahead, it’s wise to set sights on the right targets.

• In 2023, attendance is reaching its highest point since 2020, and the frequency of attendance is increasing, but the recovery process continues.

• Strategic investment and programming shifts have helped many organisations sustain or increase their capacity in 2022 and 2023, but charting recovery is complex, with mixed attendance results across the market.
• Big jumps in attendance appear unlikely in the next 12 months, with 2 in 3 audience members expecting their attendance levels will stay the same amid a challenging economic outlook.
• Making space to review measures of success and share learnings – internally and externally – may help organisations focus on the right challenges over the coming year.

2. Inflationary pressures and pricing

Economic conditions are limiting what Australian audiences can spend on events, and some segments need targeted thinking to ensure access to arts and culture.

• Financial reasons are the top barrier to attendance, and inflationary pressures are expected to continue in 2023 and 2024.
• Spending levels at arts and culture events are not growing, as audiences weigh up value for money and take longer to make decisions.
• Younger audiences and families continue to be the most impacted.
• A key opportunity is developing sustainable strategies for targeting disadvantaged segments.

3. The desire to inspire

In the wake of the pandemic, audiences are in the mood for uplifting experiences — requiring event organisers to think strategically about creating meaning and building trust in difficult times.

• Australian audiences are showing significant appetite for a wide range of content, though budget pressures are leading some audiences towards ‘safer’ bets or ‘guaranteed fun’.
• Social, uplifting experiences and events with great reviews will continue to reach the widest audience in the coming year.
• Many audiences are hungry for meaning, but care and tact may be needed to when approaching challenging topics.
• Organisations that understand the mood can please crowds today while building trust for tomorrow.

4. Three segments to know

Younger audiences, families and older audiences are thinking and behaving very differently in 2023, and organisations must build capacity for new ways of working.

• Social and economic pressures impact different generations in different ways, and this is reflected in three key audience segments.
• Young people, families and older audiences show stark differences in mood, entertainment priorities, spending patterns and media consumption.
• Organisations must consider how to create and execute strategies for different segments and build in flexibility to adapt as conditions evolve.

5. Online trends

Audiences continue engaging online in large numbers, and in 2023, online content is helping audiences find out about events, discover new artists and participate in digital experiences.

• Digital channels are paramount to audience engagement – with 75% of recent attendees finding out about arts and culture events online.
• Preferred platforms look very different across age groups: email marketing is the priority for 55+, while word-of-mouth and socials are key for under 35s.
• 4 in 10 audiences continue to engage in online arts and culture, and half say digital cultural activities still play a role in their lives, despite spending less.
• It might be time to review online offerings, scrapping what's not working and freeing up resources for more targeted approaches.

6. Late decision-making

In 2023, last-minute decision making persists, with audiences facing more choices, and busier lives, as commuting, travel and social events pick up. Organisations need to prepare for new phases in campaigns, to reach people at the right time.

• Half are booking less than two weeks out, with 12% on the day of the event
• Analysis of ‘early bookers’, ‘mid-term bookers’ and ‘last-minute bookers’ shows that last-minute ticket buying is most common among younger audiences and lower spenders. Those booking later are also more likely to rely on word-of- mouth.
• Ticketing initiatives to support more price sensitive audiences are important, but last- minute discounting may not be the answer.

7. Subscriptions and memberships

Subscribers and members are vital for many arts organisations, but their needs vary dramatically across age groups, and organisations are adjusting their packages to suit new needs.

• 4 in 10 audiences are members or subscribers– with performing arts subscriptions more common than other types.
• Subscriptions uptake and motivations are very different across audiences in different stages of life.
• Older audiences want to lock their plans in early and show financial support, while younger audiences are more likely to want access to discounted tickets.
• There is a case to test different offers and models, using messaging to target the unique needs of different audience segments.

Want to hear us present the findings? Watch the livestream as we launch 'Audiences 2023+' at APAX, PAC Australia - Australian Performing Arts Exchange 's conference.

Thursday 31 August, 5:55PM AEST.

Up next: State Snapshots and final Pulse Check for the year

We'll be sharing the State Snapshots in the next few weeks, providing a state-by-state breakdown of the data. Stay tuned!

Also, keep an eye out for news about the next Pulse Check, coming to you in the Spring.