Are you a regional creative or creative organisation looking to understand audiences and audience behaviour? Are you wondering what Victorian audiences are doing and what experiences they are seeking? You're not alone, so we have the perfect online session for you!

Victorian audiences are changing. Some 5.08 million adults are in the market for arts and culture, but habits have shifted: over 1.1 million are lapsed visual arts attenders and cost-of-living pressures mean many are cutting back across the board. At the same time, younger and more diverse Victorians are leaning in, with strong growth potential around First Peoples arts and culture.

This 60-minute online session will share the latest insights from Audience Atlas Victoria 2024. Commissioned by Creative Victoria and conducted by global strategy and insight consultancy Morris Hargreaves McIntyre, the report provides detailed data on creative industries sectors and provides Victorian creatives and creative organisations with invaluable information to support their audience development and growth in a time of changing social and economic conditions.

During this session we’ll hear from Debbie Spence, Director at Morris Hargreaves McIntyre about the report and explore:

Who’s engaging – and who isn’t. Understanding the current, lapsed and potential markets across 11 artforms.
What audiences are seeking. Using Culture Segments to get under the skin of values, motivations and barriers.
Where the opportunities lie. From re-engaging lapsed audiences to tapping into the 1.49 million Victorians open to First Peoples arts and culture.
How to act on the insights. Practical, data-driven ideas to build lasting relationships and adapt programming, marketing and membership to today’s audiences.

The session will include time for discussion and Q&A, so bring your challenges and ideas. You’ll leave with a clearer picture of Victoria’s audience landscape and practical tools to strengthen connections in your own context.

Where: Via Zoom
When: Thursday 6 November, 4pm to 5pm
Duration: 60 minutes, including Q&A time
Presenter: Debbie Spence, Director, Morris Hargreaves McIntyre

Once registered, you will be sent a Zoom link to join the information session on the day.

This session is presented as part of Creative Victoria's Creative Exchange Program.

Audience Atlas Victoria – Insights for Regional Creatives

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