Audience Outlook Monitor: COVID-19 Study

logo for Audience Outlook Monitor

Team: Alan Kline, Erin Gold, Surale Phillips, John Carnwath, Alan Brown, Megan Bander

At the onset of the Covid-19 pandemic in 2020, WolfBrown discerned a sector-wide need to understand how audiences feel about going out again in light of rapidly changing epidemiological conditions. The Audience Outlook Monitor COVID-19 Study was launched as a longitudinal tracking study with participating organizations collecting data from their ticket buyers on a monthly basis using a standardized survey protocol. The protocol was updated regularly to respond to changing questions. Over 650 cultural organizations in four countries participated in the first phase of the study, which continued throughout 2021 and 2022. Participating organizations were grouped into regional cohorts or discipline-based cohorts, each supported by a partner organization. Throughout the three-year study, hundreds of cultural leaders participated in regular webinars and briefings to understand important shifts in consumer sentiment.

To learn more, visit the Audience Outlook Monitor website.

Covid-19 Study Partners:

AMS Analytics and AMS Planning & Research

Patternmakers (Australian partner)

Arthur M. Blank Foundation (Atlanta)


ArtsWave (Greater Cincinnati)

Audiences Norway

CultureSource (S.E. Michigan)

Greater Pittsburgh Arts Council

Imagine MKE (Milwaukee)

League of American Orchestras

League of Chicago Theatres

Los Angeles County Department of Arts and Culture

New Jersey Theatre Alliance

Ontario Arts Council

Professional Association of Canadian Theatres

Theatre for Young Audiences/USA

Theatre Bay Area

TDF (New York City)