Key findings

Phase 8 of the study conducted in October 2022 shares the insights from 900 audience members living in Queensland. 

Attendance outlook 

• QLD audiences are optimistic about future attendance, with 46% saying they expect to attend more often in the next year, and 50% saying their current attendance levels will stay the same.
• QLD audiences are feeling positive, with 5 in 10 expecting to attend the same amount or more than they did, pre-pandemic.
• Attendance is stable. 7 in 10 (72%) QLD audience members attended a cultural event in the fortnight before data collection consistent with August (73%) and an increase from March 2022 (55%).
• Most venues are considered safe with  comfort at live music venues and interactive exhibits is at an all-time high.
• COVID caution continues to inhibit one fifth of QLD audiences including Queenslanders with personal health vulnerabilities and effect of long COVID.

Behavioural trends

• Last-minute ticket buying remains common with QLD audience members most likely to book events within the next seven days (17%) and the next 2-3 weeks (37%).
• Spending levels are steady or increasing with proportion of Queensland audiences spending over $50 on arts and culture in the past fortnight in November 2022 (65%), higher than March 2022 (60%). 

Barriers to attending

• Financial reasons are the main barrier to attendance. Other key factors include lack of appealing events (36%), prioritising other things (22%) or challenges getting tickets. 
• Other things limiting Queensland audiences  attendance:  perceiving a lack of appealing events available, challenges to securing tickets and  prioritising other things in their lives at the moment.

Local is important 

• QLD audiences are staying local when attending events with the majority of QLD audiences had attended events in their local area (69%), while around 4 in 10 (38%) attended outside their local area but within their region
• Queenslanders are drawn to local stories with one third (35%) of QLD audiences are attracted to stories about or from their local region 

Programming preferences

• QLD audiences are keen to return to the things they love, but there is an appetite for new cultural experiences
  • 76% agree they’ll be most drawn to fun, uplifting things
  • 35% to challenging things
• QLD audiences are seeking ‘big name’ artists with (67%) agree that they’ll be drawn to events with ‘big name’ artists and performers

Online participation

• Online participation in cultural activities is stable with 4 in 10 QLD audience members (40%) participated in some kind of online arts recently (stable with 42% in March).
• Online cultural participation is higher among QLD audiences with access needs including audiences with a disability , those with someone vulnerable to COVID-19 in their household or those aged 75+.
• Spending on digital activities is declining as QLD audiences enjoy the increased in-person events.
• Websites, word of mouth and emails from organisations are key channels for QLD audiences of all ages to hear about the arts.