Exploring what membership means to arts audiences today.

Membership Matters, is designed to help creative and cultural organisations:

• To understand how and why cultural attenders engage in models of “memberships” in their everyday lives;
• To understand the role arts and culture memberships do and could play for audiences from increasing frequency to building loyalty.

The survey is designed to be used by a broad range of creative and cultural organisations, including theatres, arts centres, museums, galleries, festivals and cinemas. 

The audience survey finished in February 2026. The results were released at the March 2026 Ticketing Professionals Conference, and further presented at the July 2026 Arts Marketing Association Conference.

Results: Membership Matters

Sponsors

Membership Matters was free for cultural organisations to participate in thanks to generous sponsorship from Line-Up and Substrakt.