The first deployment of the COVID-19 Audience Outlook Monitor survey in Ontario occurred on June 15, 2020, resulting in a total of 11 295 responses collected by 83 organizations. Additional responses will be collected in subsequent months in order to track changes in attitudes.
This research is supported by the Ontario Arts Council, who worked with the Toronto Alliance Performing Arts (TAPA) as part of WolfBrown’s COVID-19 Audience Outlook Monitor (AOM), an international tracking study on audience attitudes towards in-person arts activities.
Research notes from Ontario Wave 1 are now available here. Key findings include:
- 81% of respondents would be comfortable walking around a museum or gallery with social distancing and other health safety measures
- 23% of respondents would be comfortable attending a performance venue seating 1000 or more people with social distancing and other health safety measures
- 17% of respondents are ready to return to cultural events as soon as it is legally allowed
- 31% of respondents are waiting for the rate of new infections to drop to near zero
- 42% of respondents are waiting for broad availability of testing and treatment, vaccination, or immunity
Audience research data is also available from two recent American audience surveys: a Shugoll research audience survey, and ongoing research by IMPACTS Research and Development. American Theatre has published a combined summary of these findings, which suggest audiences' increasing hesitancy to return to live performance.