Five key audience trends for 2026

I've been mulling this over a lot the past few weeks - what I'm seeing in clients' data, what audiences are saying in consultation I've been doing, and broader sector and consumer research I’ve been digesting. I’ve identified five key audience trends for 2026 which aren't just interesting observations – they're reshaping how we need to work. These patterns cut across venue type, artform, and geography.

1. Savvy audiences with high expectations

2. The growth of wellbeing-led experiences

3. The importance of fandoms and communities

4. Re-shaped planning and booking behaviours

5. Value-seeking and risk-averse audiences.

For the full piece, please check out my article for the Arts Marketing Association’s Culture Hive website.

Photo by Melanie Deziel on Unsplash.