Chart from the latest Audience Outlook Monitor, which surveys orchestra audiences about attending in-person events
”The League of American Orchestras has partnered with WolfBrown’s Audience Outlook Monitor to survey potential audience members about their current willingness to return to live events,” writes Clive Paget in Friday’s (7/22) Musical America (subscription required). “The COVID-19 Audience Outlook Monitor is aimed at tracking audience attitudes to attending cultural events during and after the pandemic. The League of American Orchestras is hosting 15 orchestras … to respond between five to nine times across the full study. The latest report provides data from the third deployment, launched on June 8, and based on around 2,100 completed surveys…. 93% [of respondents] described themselves as vaccinated, well above the national average of less than 50%…. 59% of respondents suggested they were ready to return to concert halls now, but many of the rest would clearly rather wait in light of rising case rates…. The number-one inducement to get audiences back indoors was a mask wearing policy with 40% wanting that. The number one deal breaker was the collection of personal data for the purposes of contact tracing…. Over 20% of respondents said they had paid for a [performance] stream in the last two weeks.” Read the full report here.
