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Mar 8, 2022 · The Audience Representation Index 2022 was created to help measure and improve the state of DE&I in the content audiences consume. Efforts to boost representation are increasing across these industries but the index shows there is still room for improvement on representation.
Future Audiences. Get insights on emerging trends in audiences behaviour, including changing demographics, new forms of digital engagement, and future projections. Audience profiles, behaviours and attitudes change over time, though it can be difficult to observe them changing as it happens.
- Key Points
- Social Issues and Climate Concerns Matter to Audiences
- Younger Audiences Prefer More Relaxed Behavioural Codes
- Cost-Of-Living Is Hitting Lowest Engaged Groups Hardest
- Nothing Beats The Live Experience
People (especially younger ones and better off families) say that they care whether venues share their own social and environmental values- particularly when it comes to the Climate Crisis - and th...Younger people are generally more tolerant of all divisive behavioursat live events, though some activities are universally off-putting (smoking/vaping, talking on the phone), while being 'allowed'...Cost-of-living fears still soar above receding Covid concerns as the driving factor behind declining attendance, though less so for settled suburban groups - meanwhile the already least engaged aud...While attending 'live' cultural events in person is everyone's strong preference, when it comes to alternative modes of engagement, watching from home, either streaming online or on TV, appeals mor...Overall Attitudes
51% of respondents say that they would generally prefer to go to cultural venues that share their values, while almost half are more actively willing to engage with organisations that take a visible stance on Social Issues - even more so specifically regarding the Climate Crisis. 1. Though on the surface 51% seems like a close run thing, in reality far more agreed that whether organisations share their own values is a positive driving attendancefactor for them, than those who disagreed: Break...
Younger Audiences
Age appears to have the biggest influence on respondents’ attitudes around climate and/or social issues, with younger (Gen Z and Millenial) people caring far more about these factors than older ones ( Gen X and Boomers). Indeed, over 60% of younger audiences (16-44) state that they prefer to go to cultural events at venues that share their values. 1. This breaks down to 65% of 16–24 year-olds agreeing with this statement, and 61% of 25-44 year-oldsdoing so. 2. Moreover, c. 55% of these younge...
Audience Spectrum Segments
The extent to which people care if an organisation expresses a stance on these values is not necessarily commensurate with their general level of cultural engagement. In fact, it polarises at the top and bottom ends of that spectrum. For example, of all the segments... 1. Experience Seekers (Highly Culturally Engaged) rank here 1/10in most commonly strongly agreeing both that they prefer organisations to share their climate and social values, and to actively express them, 2. Followed by Kalei...
Overall Attitudes
When asked if they are less likely to go to a live cultural event depending on the types of behaviours that they and other people are encouraged to do there, younger people are generally more tolerant of all divisive practices. 1. That said, some activities areuniversally off-putting (smoking, talking on the phone, and singing/dancing along), 2. While others (eating, drinking, and taking photos) actually make people of all ages and Audience Spectrum groups keener to attend. 3. Although genera...
Dos and Don'ts
Overall then, behaviours can be split into two groups - those that people want themselves and other to be able to do, and those that they don't: By sorting these behaviours into groups expressing similar broad sentiments, we see four core cohorts of audiences broad behavioural preferences emerge. And the picture becomes a little bit more complicated: 1. The largest group accounts forover a third (35%) of respondents who express an overall preference for a more 'in the moment' experience, and...
Differences by Age Group
Tolerance of all of these activities decreases with age, with younger audiences holding far more positive attitudes towards relaxing behavioural codes. 1. Whether you caneat or drink during a performance has a particularly significant influence on whether Gen Z (16-24) audiences want to attend, with 37% saying that it would make them actively more likely to come. 2. This declines fast though, even amongst Millenials (25-44)with young families, only 18% of whom say that the ability to eat or d...
Changes to Attendance
Overall, people are still attending arts and culture less than they were before the pandemic (38% attending less, but only 12% more), as well as less than they were 12 months ago (35% attending less and 13% attending more).
Modes of Engagement
Across all artforms, ages and Audience Spectrum groups, people prefer to consume their arts and culture events live and in-person, followed by home (online/on TV) and then cinema screenings least. The cost-of-living likely plays a part here, with people feeling like, if they can't be fully immersed in the live events, then they'd rather just watch from home via one of their subscriptions, than pay for a middle-ground experience in the cinema. A slightly more nuanced picture appears when we br...
Experiential Preferences
A couple of other interesting points emerged from the data about why, where, how and with whom people like to consume their culture. Age, as we are seeing across all aspects of engagement, plays a verysignificant rolehere: 1. 59% of those aged 16-24 say that they would rather attend live cultural events with similar aged people, a preferential distinction that steadily declines as age increases. 2. Similarly,41% of those aged 16-24 want to be an active participant in how they interact with cu...
Sep 21, 2022 · While things are falling back into a routine, there are some major post-pandemic changes that have stuck around and have even become the “new standard” for advertising.
Jan 14, 2022 · Here, 15 members of Forbes Agency Council each share one top trend they anticipate in their industry this year and predict how it will impact the market in 2022.
Nov 15, 2022 · Audience behaviour is shifting and it can be hard to know what to expect. Here are six audience behaviour trends to prepare for, according to the data from our October phase of the Audience Outlook Monitor.
People also ask
What factors affect if and how audiences interact with live cultural events?
Will interactive content become a trend in 2022?
What's going on with cultural participation in 2021?
Will 2022 be a digital-first year?
What will journalism look like in 2022?
Will 2021 be the year journalism takes a breath?
2022 will be a year of careful consolidation for a news industry that has been both disrupted and galvanised by the drawn-out COVID-19 crisis. Both journalists and audiences have, to some degree, been ‘burnt out’ by the relentless intensity of the news agenda, alongside increasingly polarised debates about politics, identity, and culture.
