What we’ve learned about classical music audiences post-lockdown

If you work for a classical music organisation, you might be interested in TAA’s recent research into how audiences for this type of work are behaving post-lockdown.

We’ve pulled out some of the headlines below, but for the detail-lovers there’s lots more to get your teeth in to here:
Classical Music Post-Lockdown Audiences | The Audience Agency

Key Findings

There is still a lot of hesitation about attending in person Classical Music performances, among non-core audiences and typically high-engagers alike.
…only 2% increase in ‘happy to attend’ since Feb​
…younger age groups are generally more willing.

  • Some progress is being made in terms of booking and planning ahead, but this is still very limited.

  • A small core of audiences (1/4) say that they strongly miss attending performing arts.

  • Vaccination is an important factor for willingness to return, but doesn’t appear to have moved the dial very far, yet.

Share your own experiences

If you’d like to discuss your own experiences / challenges / burning questions around audiences for classical music with like-minded colleagues, then you’d be very welcome at our free Community Forum Live – Classical event next week.

Do feel free to share in the comments below as well