Culture Restart: second wave of findings, November 2020

SUMMARY

The second wave of responses to the Culture Restart research by the Insights Alliance, a partnership between Baker Richards, Indigo and One Further. The research supports cultural organisations at all stages of reopening, and will track customer sentiment over six months, giving organisations instant access to audience insight and building a national picture for the benefit of the whole sector.

Headline

There is a growth in overall confidence, but one in four audience members now waiting for vaccine before attending. Increase in likelihood to pay for digital offerings.

Summary

The net confidence score of audiences returning to live cultural events has increased to +54% in November from +47% in October
54% of audiences who haven’t yet booked now say they will be ready to book within the next 6 months, up from 45% in October
However, the proportion of audiences waiting for a vaccine before attending has increased to 25%, compared to 14% in July, with nearly 1 in 3 Over 65s saying would not attend until a vaccine is ready available
There continues to be a strong, ongoing appetite for digital content across all age groups, and an increase in willingness to pay for it, from 62% in October to 65% in November
Audiences are still expressing an interest in engaging with online content when live events resume suggesting that, with the right product, it could become a sustainable revenue stream beyond the pandemic

Key takeaways: Returning to live events

An increasing proportion of audiences are keen to return within the next 6 months
The vaccine news in November has coincides with an increase in the proportion of audiences waiting until they are vaccinated before returning rather than relying on the safety measures put in place by organisations
But safety measures remain important, even among younger audiences who are the most willing to attend without a vaccine.

Key takeaways: Audiences for digital

While live events are limited there continues to be a strong, ongoing appetite for digital content across all age groups
Will a small increase in the proportion of people who would pay for digital content, especially for content created specifically to be consumed online
Audiences are still expressing an interest in engaging with online content when live events resume suggesting that with the right product it could become a sustainable revenue stream beyond the pandemic.

Download the 2nd wave report (November 2020)

Head shots of Katie Raines, David Reese, Chris Unitt