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Surveys across a number of US cities have revealed that 59% of cultural organisations’ audiences have not watched any digital broadcasts or other digital content offered or recommended by the arts organisation they are connected with. These findings were despite most of the content being free of charge, and only 13% of respondents saying they weren’t aware of it.

The art form streamed most was music, with 52% of respondents saying they had viewed an orchestra’s digital content at least once.

When asked whether they would buy tickets to live-streamed programmes to watch at home if venues aren’t open, the average response was around or just below ‘somewhat likely’.

The data is drawn from hundreds of organisations participating in the Audience Outlook Monitor study, and Alan Brown of WolfBrown, which developed the study, said: “Bear in mind that people who respond to surveys tend to be the most loyal and committed audiences. So, the fact that a majority of them don’t engage with digital content at all, or aren’t aware of what’s being offered, strikes me as a little disconcerting… I encourage you to think creatively about what the live stream experience looks like, and how to position it as a distinctly different value-added experience, so that the live stream experience is not just seen as a poor man’s substitute for a live experience, but as a premium educational experience.”