In this audience snapshot, find out what NI audiences first do when going to a venue, their pet peeves and how venues make them feel.

For the first time, we are sharing artform reports from our IMPACT Survey, using responses gathered from 29 organisations between September 2023 and July 2024. This report details the motivations, behaviours, and demographics of Music audiences.

What's the standard for digital marketing in the arts? Here are findings from a survey of 180 U.S. arts organisations by Capacity Interactive.

This comprehensive report from UK Theatre analyses sales data across a wide range of genres and venue types.

Every year, we mine box office data to uncover insights into audiences for venues and festivals across Northern Ireland. Data includes overall benchmark figures for Northern Ireland, as well as differences by Belfast venues and regional venues.

Who is attending outdoor events in Belfast and how you can increase your event attendees.

Insights from the ticketing data of up to 343 cultural organisations across the UK, Ireland, USA, and Canada.

Our Foundations report shows what the ticketed landscape was like in Northern Ireland in 2019-2023. It uncovers insights into audiences for venues and festivals across Northern Ireland and identifies benchmark figures for our region.

Research into the media preferences and habits of over 25,000 US performing arts customers.

Our Foundations report shows what the ticketed landscape was like in Northern Ireland in 2019-2020. It uncovers insights into audiences for venues and festivals across Northern Ireland and identifies benchmark figures for our region.

Our Foundations report shows what the ticketed landscape was like in Northern Ireland in 2020-2021. It uncovers insights into audiences for venues and festivals across Northern Ireland and identifies benchmark figures for our region.

How to engage with family audiences - from your programming, to customer experience and marketing.

Interested in targeting young people? Or increasing loyalty in your current audience of young people? Then read on.

How do NI audiences perceive arts and culture? Find out in our latest audience snapshot.

Discover the insights from the Missing Audiences for Northern Ireland - Wave 2 survey.

Insights into film audiences in Belfast, and ideas for growing cultural film audiences.

Find out what art form NI audiences connect with the most and what prevents them from engaging with some art forms.

This in-depth qualitative study looks at arts audiences from 20 organisations across the UK, uncovering why people attend shows, events, and galleries - and what holds them back from engaging more.

For the first time, we are sharing artform reports from our IMPACT Survey, using responses gathered from 29 organisations between September 2023 and July 2024. This report details the motivations, behaviours, and demographics of Comedy audiences.

Get to know Jan, our accessibility persona created from the data collected during our Audience Panel.

How engaged Older People (65+) are in Arts and Culture in Belfast and what art forms they are interested in the most.

How engaged Adults (35-49) are in Arts and Culture in Belfast and what art forms they are interested in the most.

How engaged Young Adults (16-24) are in Arts and Culture in Belfast and what art forms they are interested in the most.

Get to know Frank and Nancy, our Older Frequent Attender persona created from the data collected during our Audience Panel.

Get to know Jill, our Young Family persona created from the data collected during our Audience Panel.

Get to know Darren, our Young Infrequent Attender persona created from the data collected during our Audience Panel.

10 personas for UK cultural audiences. These are a great way to visualise your audience once you know where they're coming from.

Discover the insights from the Missing Audiences for Northern Ireland - Wave 1 survey.

This research explored UK audiences' behaviours during lockdown, their wants and needs post-Covid and marketing opportunities for arts & culture organisations moving forward.

Earlier this month, we were invited to take part in the Festivals Forum, where we presented some of our findings on festival audience attendance over the last 4 years. The meeting provided us with great insight into trends from across NI festivals. Eve discusses in this report.

This report is about the impact of Covid-19 on people's interactions with technology, virtual events, audience expectations and monetisation of digital.

Discover the insights from our Culture Beyond Covid audience research for ticketed and non-ticketed organisations.

Our IMPACT report helps us learn more about who audiences are, how they behave, why they attend and how they feel after attending a variety of artforms.

A national survey from Arts Council of Ireland looking at attendance and participation in the arts in ROI.

This report from Culture24 explores after-hours events in museums and their role in the night-time economy.

The iBeholder pilot was developed to help us discover new ways to gather audience data for non-ticketed visual arts organisations and boost the audience experience. This report details everything that happened throughout the project and the insights we uncovered during the pilot.

In this snapshot, find out how NI audiences' engagement with culture online has changed, what they enjoy about it and what they don't.

Over the past couple of years, we have been working on an exciting venture known as the North West project. This initiative revolves around the collection of data concerning arts, culture, and heritage audiences in Derry and Donegal. Now, we've decided to put together all the stuff we've learned from it in one place.

Conversations and views from the public and the arts sector on what Arts Council England should focus on.

This report from Arts Connect explores how people aged 10 to 19 relate to arts and culture.

Mystery shops to understand and improve your visitor experience.

Have the confidence to gather the data you need.

Surveys, postcode mapping, focus groups, and visitor profiling.

Uncover the insight in your box office data.

Get an evidence-based strategy to deliver your objectives.

Practical ways to create an email strategy that increases sales and improves customer loyalty.

Book a free one-to-one chat about your audiences.

There is a two-way relationship between you and your most loyal audience members. Understanding this relationship thoroughly and using this understanding to develop similar feelings of loyalty with other members of your audience is the key to increasing retention. Let's Talk Loyalty at our next free workshop!

Join us at The Duncairn to chat all things loyalty and engagement. How do you develop a committed relationship with your audience?

Are you a theatre company or producer showing your work in a receiving venue? The toolkit will help you prep all the info you and your venue need to market your show effectively.

Grassroots venues play a vital role in maintaining the longevity of the music sector. In this blog, Eve explores the challenges facing local grassroots music venues and what could be done to support their long term success.

If you're a producer that brings work to receiving venues, you may think it's difficult to get a hold of your audience data for those shows. This blog clears up who has a right to the data. Plus, you'll get tips on how to work with venues to share this data, and increase audiences for everyone.

Before we can see the effects of GDPR, here's a breakdown of how well Northern Irish venues are capturing contact details and permissions for their ticket buyers.

We ran a series of workshops to support arts and culture venues to think creatively about how to improve their Access for Disabled People. This is what we learned.

Advice and checklists to make sure your venue or event is accessible to disabled people.

What our latest ticketing research says about customer loyalty in theatres and arts venues across Northern Ireland.

Another reopening guideline, with an audience-focused twist.

Our Client Programme Coordinator Sarah introduces our latest resource: Another reopening guideline, with an audience-focused twist.

Thrive's Sarah Blake Knox shares the latest arts marketing news and resources from this year’s Arts Marketing Association conference.

Our Client Relationships Director Laura took a closer look at Taylor Swift's behaviour with her fans and realised it was exactly what we talk about when we talk about audience development.

The Arts Collaboration Network's statement following the NI Executive announcement made on future restrictions which will apply in Northern Ireland from 11th December.

Read the Arts Collaboration Network's latest statement on 27th January 2021

Have questions on the IMPACT Survey? Read on for more information.

Our family friendly toolkit will help you to welcome families and anticipate their needs.

Our CEO Fiona attended the Family Arts Conference and learnt a lot about ticket prices. Read her blog to find out her key takeaways.

What ticketing data can tell us about the effects of funding cuts on the arts in Northern Ireland.

Audience development. It’s an objective that is close to our hearts here at Thrive. This summer, we decided to delve deeper into it, meeting with people from various parts of Northern Ireland’s arts and cultural sector (festivals, producers, galleries, and venues) The aim? To get an insight into the unique challenges each group faces around building and maintaining audience relationships.

How popular is online booking with Northern Irish arts ticket buyers - and how does it differ between urban and rural contexts?

This toolkit from Indigo and BOP Consulting will guide you through choosing a new ticketing or CRM system for your venue or organisation.

This toolkit will help you to make small and easy changes to your venue and online presence to welcome disabled audiences.

A checklist of practical information to give to your potential visitors or event attendees.

How receiving venues can make the most of their visiting companies' fans.

Author: Sian Dudley, Arts Professional

The Audience Agency give their top to-dos for venues who want to start attracting cultural tourists.

Author: Anne Toreggiani and Helen Palmer, The Audience Agency

Every year, we mine box office data to uncover insights into audiences for venues and festivals across Northern Ireland. Data includes overall benchmark figures for NI, as well as differences by Belfast venues and regional venues.

Clever use of social proof can help you use your current audience to encourage new visitors to your cultural venue or events.

Our strategic insights director Chris invites NI festivals and venues with box office systems to take part in a returning favourite, our Foundations bench-marking project.

Fiona Bell asks whether arts venues go out of their way to be truly welcoming to everyone - or are we in danger of simply talking the talk?

Thanks to funding from ACNI, we now have a suite of 8 iPads available for venues and festivals who want to run surveys on-site.

How Buxton Opera House used audience feedback to make their venue and events more family-friendly.

Author: Kate Mroczkowski, Spektrix

A comprehensive toolkit and checklist to help you welcome LGBTQ+ audiences to your venue, festival, or event. Produced in collaboration with Outburst Arts.

Our insights director Chris looks at the ticketing trends and what they say about where people get their cultural fix in NI. Do ticket-buyers in Belfast stick to city venues - and vice versa?

In the cultural sector, we're often advised to diversify our income streams. Here's how Chickenshed were able to turn something they already did into a revenue source.

Authors: Lily Elizabeth Davies and William Porter, Chickenshed

Good writing can be the difference between an amazing show, exhibition, or event enjoyed by many, or an amazing show in an empty venue. Here are our top tips.

We worked with Shannon Yee to find an audience for her immersive theatre installation. An example of how communication with box office and front of house staff is vital for marketing alternative theatre.

Limited time to get the word out about what you do? Or not sure where to start? Download our communications plan template and get all angles covered.

How London Symphony Orchestra changed their mindset and activities to make sure they are inclusive of all families.

Author: Fabienne Morries, London Symphony Orchestra

We ran Hitchhiker's Guide to the Arts in 2014 to see if planned group visits could increase engagement from those who don't normally attend cultural events.

Duncan Webb asks how we can cross the cultural political divide.

Author: Duncan Webb, The Clyde Fitch Report

The Kids in Museums Manifesto, created with input from children, young people, and families, offers simple guidelines for making museums and heritage sites more welcoming and enjoyable for all.

Spektrix ticketing on building loyalty through a great customer journey.

Author: Ben Park, Spektrix

In this short toolkit, we’re giving you tips on the different tools you can use to find out more about your new visitors.

The action-research report from Cinegi profiles their efforts to bring filmed theatre, ballet, and opera to libraries and village halls across England.

This Spring, Let’s go on an Art-venture and get back to our city centres!

Our latest Foundations report, indicates a fresh wave of individuals engaging with arts and culture in Northern Ireland following the pandemic. We wanted to take a closer look at both emerging and diminishing audiences more closely.

We've talked audience development with hundreds of organisations across Northern Ireland (and further afield!). So here are some of the most frequently asked questions we hear about understanding and growing cultural audiences.

How can the NI arts and cultural scene adapt to social distancing measures after the lockdown? Our Chief Executive Margaret Henry tries to find out.

How you can use images to connect with your audiences.

In this blog, our former Client Relationships Exec Catherine talks about all the things to consider for filling your space with experiences audiences will love.

How Young At Art create relaxed performances and an accessible festival experience for their young audience members with additional needs.

Some people who used to be regular audience members haven't yet returned to cultural organisations. There are ways to entice them back. Read our blog to find out.

Our annual benchmarking report Foundations shows consistently each year that the vast majority of customers do not return the following year. And they don’t come more than once during the year. It sounds like we have a commitment problem. Áine explores how to use data to better understand audience engagement.

There are different ways to segment your audience. In this toolkit, we're giving you tips to create your own successful segmentation.

Last June, The Crescent Arts Centre decided to try something new for their Belfast Book Festival: a Pay What You Want scheme. Read our case study to find out how it went.

The Age Friendly Guidelines from Family Arts Campaign provide practical steps to welcome older audiences.

Want to say hello? Here's how to find us.

How trying to serve and attract everyone can harm your cultural organisation.

Two months since introducing our IMPACT survey, Research Analyst Laura has taken a first look at the data for early insights from the responses. Her initial review offers a pulse check – what does the data reveal about the impact of arts, cultural and heritage events and activities so far?

VR is an exciting new opportunity for arts, culture, and heritage. But is there really an audience for it, and can it be used as an audience development tool? Fiona Bell reports from the Culture Geek conference.

Interested in digital and user-generated content? Here's how the Royal Ontario Museum used visitor photos as part of their visitor experience, and as a data source too.

Author: Ryan Dodge, Digital Engagement at Royal Ontario Museum

Libraries are routinely reaching audiences that other cultural organisations struggle to. What can we learn from libraries about attracting a more diverse and representative audience?

Community Asset Transfer (CAT) has been successfully utilised across the UK, yet Northern Ireland has seen only one major success story so far – the Open House Festival's ownership of the Court House, Bangor. Its triumph prompts an important question – Why aren't more Northern Irish communities trying out asset transfers to revive cherished local buildings?

Want to know more about the details of the IMPACT project? Read our FAQs

Results updated weekly from the Covid-19 'After the Interval' Act 1 National Audience Survey.

Make sure your research delivers the results you want. This toolkit will help you design a research brief to do just that.

Last month, we sat down with representatives from organisations across Belfast to discuss their thoughts on the impact of various art forms on audiences. Find out how the meeting went in our latest blog written by our Sector Programme Coordinator Eve Murtagh.

How to design a membership scheme that increases customer loyalty and improves your organisation's bottom line.

We've asked Zoe Seaton at Big Telly Theatre Company what it's like to adapt live theatre online, how to price digital performances and tips for NI organisations.

When audiences visit your organisation for the first time, what can you do to build a lasting relationship with them? Read our blog to find out.

How many tickets for arts and culture events in Northern Ireland are offered at no cost? Insights from our Foundations Report have shed light on this. This prompts us to examine why organisations opt for free events and ticket giveaways. Are there benefits to sharing your valuable, often pricey, work for free?

The Duncairn is our Audience Delight Award winner for Best Community Vibes. Read our case study to find out what is it about them that makes their audiences click.

Maurane Ramon shares her thoughts as an arts marketer new to Northern Ireland’s geographical, cultural, and political landscapes.

A run-down of all the ways to find out about your current and potential audiences. These range from simple and no-cost solutions, to more sophisticated box office systems.

How National Theatre of Scotland is using digital creatively to improve access and grow Deaf audiences.

Your website is often where your audience member starts their visit. If it's not accessible - what message are you sending to potential disabled and d/Deaf audience members? Here are some practical steps to make your website more accessible.

Why you might already be doing research without knowing it... and how to choose the right research method to find out what you need to know.

As we move towards spring, it's a fitting time to take a moment and consider December, a pivotal time of year for the arts. With recent reports suggesting a downturn in sales for pantomimes and Christmas shows throughout the UK, it's worth examining whether this trend extends to Northern Ireland as well.

Queen's University Belfast student Isaac Ellis looked at our audience survey data to identify hidden trends and insights.

In this blog post, our CEO Fiona explains her take on the differences, and how audience development is the only way to meaningful change.

How much will your audience pay for a show or experience? And do lower prices de-value your product? Here's the research behind effective pricing strategies.

Why green issues matter to audiences and how the cultural sector is well-placed to make a positive impact on the environment.

In this guest blog, Sarah McAvera from Golden Thread Gallery, shares her experience of attending "free" cultural events with her family, which often come with hidden prices. She explores whether this outcome is inevitable or if organisations can implement changes to provide more budget-friendly and accessible family programming.

We're looking for people working in the arts, culture and heritage sectors to share their vision of the future in our new series of guest blogs.

How can you know more about your audiences? We're listing free tools that you already have access to and tips on how to use them.

Working with the Barbican to gather insights into what young people want from their membership in future.

Do you want to know more about your audiences and contribute to sector-wide research? Find out about our newest project and how to get involved.

The lowdown on the newest ways cultural organisations can use digital to connect with their audiences.

YouGov and Experian have been collecting data on the cost-of-living crisis and its impact on consumers. We wrote a blog about the implications for arts and culture audiences.

Covid had an impact on how cultural organisations are collecting and using audience data. With our last thrive survey, we were able to find out what changed and what it means for audience data in NI going forward.

The ISLAND Arts Centre is our Audience Delight Award winner for best socially distanced festival for families. Read our case study to find out how they did it, how their audience found it and tips for doing it yourself.

Musing on the language around cultural audiences - can we borrow some ideas from sport?

With the new StopCOVID NI app up and running, Sarah looks at the implications of GDPR in contact tracing and what it means for your organisation.

Outburst Queer Arts Festival introduced their own ticketing strategy 'More if/Less if' to make their programme more accessible. They're one of our 2019/2020 Audience Delight Winner.

Three proven ways to get performing arts audiences to re-attend.

How GDPR still applies in times of crisis and tips on how to ensure you've got it right

The Earagail Arts Festival asked their audience and wider public about their motivations and barriers to attend the festival. They uncovered data that helped them to evaluate their impact and refine their purpose.

The Foundations 2019-2023 report was made to study look at the ticketing landscape in Northern Ireland in recent years, including festivals. We learned a lot from it. So, we decided to talk to a few Northern Ireland festivals that weren't in the report. We wanted to find out what they thought about the trends for the next year.

When you're starting any kind of research - the first thing to do is to check what's already out there. Here are our top free online sources of audience information.

Our CEO Margaret updates on the movement towards a citizens' assembly for the arts on the island of Ireland. How it could happen, and what it could mean for the cultural sector here.

Our top tips for designing and running a survey. Find out how to create useful survey questions and get the response rates you need.