How has Covid-19 affected the Audience Spectrum segments?

The Covid-19 pandemic has had a significant impact on the arts and creative industries in ways that will be felt for years to come, for both arts organisations and the diverse set of audiences in which they serve.

For both arts audiences and the wider population, the lockdown has been a paradox: a huge communal experience, but one that has affected different groups of people very differently. Audience Spectrum gives us information about how the different audience groups segments respond, the significance of demographic factors and what we as cultural providers can do to connect. Crucially, it enables us to predict what different segments will do next. We’ve drawn upon the segment profiles the data tables and our extensive experience of working with Audience Spectrum to support cultural organisations.

You can download the full overview of how the pandemic is affecting each Audience Spectrum segment and insight into the analysis of audiences using Audience Spectrum in between the first and second UK lockdowns.

We’ll be continuing to update Audience Spectrum in the Time of Covid, based on further research, practical experience and other evidence as the sector continues to recover from the Covid-19 pandemic.