NAC partners on research about attitudes of Canadian culture-goers in the world of COVID-19

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In an effort to help lead the recovery of the arts sector in Canada, the NAC is partnering with Business / Arts and Nanos Research on national consumer research to gauge Canadians' attitudes on returning to indoor and outdoor arts and culture events across Canada.

More than 1,000 people were polled through the Arts Response Tracking Survey (ARTS). The results offer valuable insight for arts organizations across the country to help inform re-opening procedures and programming models.

A turn to digital

Culture-goers continue to be engaged with arts and culture but are turning to alternative forms of engagement, given the lack of in-person experiences during the COVID-19 pandemic.

Half of Canadian culture-goers are turning to digital experiences during the COVID-19 pandemic.  Nine in ten culture-goers are willing to pay at least part of the ticket price to see cultural performances digitally that they would normally see in person.  

Indoor Arts and Cultural Performances

Just over one in four indoor culture-goers say that they plan to attend indoor arts and cultural performances in person immediately after businesses, government and cultural organizations are re-opened and following public guidelines.

Art gallery and museum culture-goers say they plan to attend a museum or art gallery, on average, five months after businesses, government and cultural organizations are opened and following public guidelines, and three in ten say they plan to do so immediately after businesses are reopening.

“We are pleased to partner with Business / Arts and Nanos Research to poll Canadians and share findings that will help the arts sector in its path to recovery,” said NAC President and CEO Christopher Deacon. “Canada’s arts leaders have an unshakable faith that the arts will continue to play a leading role in the lives of Canadians, now and post-pandemic.”

This is the first in a series known as the Arts Response Tracking Study (ARTS), a regular monitoring of the environment in the arts and culture sector during this global pandemic. Business / Arts and the National Arts Centre are planning at least two additional tracking surveys with Nanos Research over the next six months, with the additional support of the Canadian Opera Company and The Woodbridge Company Limited. 

Check out the Arts Response Tracking Study to learn more.

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