Audience preferences for digital classical music events
A research team involving the Max Planck Institute for Empirical Aesthetics (MPIEA) in Frankfurt am Main has investigated whether there are different types of audiences for classical concert streams and was able to identify three groups.
As part of a larger research project on the production and design of digital concert experiences, the research team conducted an online survey of 1619 people who use classical concert streams. They provided information on their socio-demographic data, their experience of using streaming platforms and their preferences regarding various possible production features of digital classical music events.
Over half belonged to the "digital concert enthusiasts". This group is open to innovative and diverse concert features that make full use of the possibilities of digitality, as well as the use of social media channels. The "digital concert purists" made up around a third. They prefer traditional concert features and on-demand streams. Around 15 percent of respondents were rather undecided about their preferences and were accordingly described as "undecided and less committed".
The results of the study were recently published in the specialist journal The Journal of Arts Management, Law, and Society have been published. They show that socio-demographic characteristics and music preferences have a significant, albeit weak, correlation with membership of the aforementioned audience groups. These findings suggest that clearly differentiated types of classical concert streams should be developed in order to reach the widest possible audience.
Original article:
Egermann, H., Siebrasse, A., Weining, C., O'Neill, K., Tröndle, M., & Wald-Fuhrmann, M. (2024). Developing Digital Classical Concert Stream Offerings: A Typology of Audience Preferences. The Journal of Arts Management, Law, and Society, 54(3), 125-141. doi:10.1080/10632921.2024.2347397.
