March 18, 2021Jamie Alexander
In October of 2020, our team at JCA Arts Marketing launched an initial study on the behavior of digital audiences during the first six months of the pandemic, when digital performances were in their infancy.
Now, five months later, organizations have further developed their approach to digital performances and many are in the midst of producing an all-digital 2020-21 season. Thus, we have updated our original analysis to review the effect that this advancement of the digital platform has had on audience behavior.
In this updated study, we look at the transactional data of digital performances of ten major U.S. organizations of various types and sizes. Our goal in interpreting this data is to address these primary questions:
Ultimately, this study gives you a benchmark against which to measure your own digital audience behavior. We hope it helps as you determine the future of digital programs at your organization, and plan for the day when digital and in-person performances are offered side-by-side.
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