Victorian Creative Industries Audience Atlas Report Released

Global strategy and insight consultancy Morris Hargreaves McIntyre have released their 2024 Audience Atlas report commissioned by Creative Victoria.

lmost 3,000 Victorians participated in the study which provides the creative industries sector with data and information to support audience development and growth in a time of changing social and economic conditions.

This latest report follows previous editions published in 2013 and 2019, and examines the shifts experienced in the last 5 years, providing in-depth insights into audience attitudes, motivations and behaviours.

Some of the key insights reported include:

• Victorians collectively spend $3.4 billion a year on arts and culture.

• 99% / 5.08 million adult Victorians are in the market for arts and culture, making Victoria a larger culture market (by percentage) than NZ, Sweden, New York City, and the UK.

• 80% / 4.08 million are ‘in the market’ for First Peoples arts and culture.

• Young culturally and linguistically diverse audiences are key to future success.

You can read the full report and register for the online launch event by visiting: https://creative.vic.gov.au/resources/audience-atlas-victoria