Evidence about the Sector

Explore our UK-wide evidence to discover key audience trends and insights.

What's happening?

Headlines from our latest research

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Sales Tracker Dashboards

Explore the data

This dashboard shares sales data from Audience Answers in an interactive format that makes it easier to focus on and compare the art forms, audiences and time-periods that you are most interested in.

Cultural Participation Monitor


Summer 2023 Insights

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The Audience Agency's nationwide longitudinal (ongoing) panel survey of changing views about participating in creative and cultural activities through the pandemic and beyond.


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Previous events

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Shops and Cafés in Cultural Venues

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Upcoming events

See it live and get involved

Skillset | People-Centred Practice: Involving Your Community

Wednesday 27 September 2023

1:30 pm — 3:00 pm

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TEA Break | Audiences' Values and Preferences

Wednesday 11 October 2023

2:15 pm — 3:00 pm

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Featured Topics

Topics high up on our research agenda

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The Audience Agency

Our friendly experts are on hand to help you gather the intelligence you need, whether it is putting your organisation in context, exploring trends in the wider sector or generating insights specific to you.

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Dig in deeper

Explore our research by Profile, Nation and Region, or Artform

Audience Spectrum

New to Audience Spectrum?

Audience Spectrum is the most powerful segmentation tool for the UK cultural sector.

Who lives where?

Explore our interactive Audience Spectrum map of the UK

Explore the Audience Spectrum Map

Prosperous, liberal urbanites, interested in a very wide cultural spectrum.

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Commuterland Culturebuffs

Affluent, professional and suburbanite keen consumers of traditional culture.

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Experience Seekers

Highly active, diverse, social and ambitious regular and eclectic arts engagers.

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Dormitory Dependables

Suburbanites and small towners interested in heritage activities and mainstream arts.

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Trips & Treats

Mainstream arts and popular culture fans influenced by children, family and friends.

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Home & Heritage

Rural and small town pensioners attracted to daytime activities and historical content.

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Up Our Street

Sociable retirees looking for inexpensive, mainstream, local leisure opportunities

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Frontline Families

Frugal, semi-urban renting families, light on arts and culture but heavy on community.

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Kaleidoscope Creativity

Mixed age urban low engagers preferring free, local, culturally specific arts and festivals.

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Supported Communities

Culturally low engaged, health poor, craft circle and church group seniors and youths.

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Make Audience Spectrum work even harder for you...

The Audience Agency

The most powerful segmentation tool for the cultural sector just got even better, with 20 new subsegments that enable greater precision profiling than ever before.

Take a look at some of our Audience Spectrum Enhancement products to make the most accurate segmentation tool that the cultural sector has ever had work its hardest for you and your audiences.

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Nations & Regions

In all UK nations and regions, the arts, culture and heritage sector has been faced with unprecedented challenges through the pandemic, and now the cost of living crisis, prompting organisations to adapt to new ways of working.


Different artforms in our community have faced specific challenges over recent years. See the latest insights from our research.

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