‘Audience Atlas Victoria 2024’ is a report based on 2876 responses to questions about the appetite for arts and culture in Victoria, conducted by research consultancy Morris Hargreaves McIntyre and published by Creative Victoria.
In it is one figure that stands out as perhaps a surprise: that 99% of the adult population in Victoria are ‘in the market’ for arts and culture, higher than New York city (90%), the UK (85%) and China (60%) – cities and countries that have the biggest art markets worldwide.
