What is the reality of cultural engagement in Northern Ireland?

Thrive exists to answer that question.

Did you know that over 90% of people in Northern Ireland engage with arts and heritage each year?

We want to take the data and make it work for you.

Our story

Thrive started in 2004 as Audiences NI with a focus on collecting ticketing data in Northern Ireland. It was the first time any organisation had created a picture of audiences in the region and gave local arts venues concrete information on which to build.

In 2017, we rebranded as thrive and moved away from a membership model to be more accessible to all. We needed to help a struggling sector to know and grow its audience.

In 2020, Covid shifted the cultural landscape again, and thrive adapted to respond. We redirected our focus to help the sector keep on top of a constantly evolving picture. For the first time, organisations began to understand the value of detailed audience research and wanted more. Since then, we’ve led the way on cultural research in Northern Ireland to help our sector be seen, heard and appreciated.

Our values

Thrive is for everyone

We know not everyone has the same level of access and we’re proactively trying to change that. Our comprehensive range of resources are free to everyone and tailored to your needs.


We are committed to a positive and inclusive culture that guides how we do everything as a business, from recruitment and selection to how we work as a team and our relationships with our Board, clients, and other stakeholders.


We’ll tell you what you need to hear and not what you want to hear because we want to help you thrive.

Our Accessibility Commitment

Events - We always provide physical access information before events, and make our presentations clear and easy to read. If you need other access adjustments such as captioning, loop systems, or providing large-text printouts, let us know.

Childcare - We understand that it's not always possible to arrange childcare, so if you need to bring your child to an event or meeting, please feel free to do so. Just let us know beforehand.

Meetings - Our office is on the third floor of the Crescent Arts Centre. There are ramps, a passenger lift, and extra wide automated doors. However, there is limited parking on streets adjacent to the building. If you can't make it to us, we'll come to you. Find out more about our building's accessibility.

Online Resources - We conform to W3C guidelines and use captions and alt-text as much as possible. Plain text versions are available on request.

We might not have gotten everything right. Please let us know if there is something we can improve.

Understand your audience, develop your strategy today. TALK TO US