Measuring the value of Victoria’s arts
Audience data captured by Victorian arts and cultural organisations from 2021 to 2026
At Culture Counts, our mission is to improve outcomes measurement for a stronger creative sector.
Many Victorian arts and cultural organisations and local governments have been using the Culture Counts Evaluation Platform since 2012 to consistently measure the cultural, social and economic outcomes they generate for audiences and communities.
This report uses five years of survey data to demonstrate the vital role of the arts, and the benefits that cultural engagement brings to the lives of Victorians.
Funding to small-to-medium organisations and independent artists is reported to have fallen by roughly 35% since 2022. The long-term implications will be felt in the innovation and knowledge economy, the cultural landscape of Victoria, and the joy, creativity and connections that form an essential part of everyday life.
We support the ‘Don’t Break Our Arts’ campaign and stand with the Victorian arts sector in advocating for new cultural investment.
“The ability for all people to participate in, enjoy and share art is absolutely vital to every community.”
“I really did see and feel a sense of love, celebration, unity, and comfort in all the events. They pushed boundaries and reflected contemporary, intelligent conversations we are or should be having”
Image: The Round
Outcomes measurement
Outcomes are the changes that people experience through their engagement with an event or activity. The Culture Counts Evaluation Platform contains over 100 outcome measures, designed to capture the value of arts attendance and participation, and give organisations clear, actionable feedback. These metrics have been developed, tested and refined with the sector over the past decade.
Consistent data collection by Culture Counts users has built a robust dataset that can be used to demonstrate the importance of continued arts investment in Victoria. More than 100,000 data points across broad artforms, locations and demographics show the depth and reach of Victorian arts experiences.
This report explores a selection of key outcome measures assessed by Victorian organisations over the past five years.
Seven measures of public value
The arts improves our places, knowledge, creativity and connections.
Local Impact
‘It’s important that it’s happening here’
Cultural Contribution
‘It provides an important addition to the cultural life of the area’
Enthusiasm
‘I would come to something like this again’
Inclusion
‘It made me feel welcome and included’
Place
‘It made me feel proud of my local area’
Insight
‘It helped me gain new insight or knowledge’
“I want to see more of this type of creative and respectful adaptation. I found all the elements and aspects of this show to be wonderful!”
Image: Honour
Engaged, loyal audiences love the arts
Overall experience and Net Promoter Score
“We flew down yesterday and attended last night. Had a blast and enjoyed every minute. We will be back and will recommend to our friends!”
Image: Honour
Economic benefits
The arts stimulates spending that boosts local economies
“I think that music and art is really important for everybody, and I really want to contribute to that fabric of music in Australia and the world.”
Image: Midsumma Festival 2025
Creative workforce
Creative industries drive vibrant, innovative and knowledge-based economies
Strong evidence of the important value of the arts in Victoria
Five things to take from five years of Victorian arts data
- 1
Strong on every measure
All seven scores sat between 79/100 and 87/100.
- 2
Valued locally
‘Local Impact’ scored 87/100, the highest of the seven measures.
- 3
Rising over time
All six measures tracked by year scored higher in FY25–26 than in FY22–23.
- 4
Loyal audiences
92% had a positive overall experience, and the Net Promoter Score was 50.
- 5
Stimulated spending
Events encouraged local activation and spending that otherwise would not occur.
Sources: Culture Counts surveys of Victorian arts and cultural organisations (FY21–22 to FY25–26), Australian Bureau of Statistics Census of Population and Housing 2016 and 2021. Sample sizes for each measure are in the appendix.
Culture, creativity and community resilience
At Culture Counts, we support the creative sector to capture consistent evidence of public value.
Measuring arts and cultural impacts alongside creative employment helps reveal a community’s capacity to withstand disruption, adapt and develop new opportunities. Creative industries can diversify economies, while creative workers contribute design, communication and problem-solving skills across sectors. Cultural participation strengthens belonging, trust, confidence and connections.
This report demonstrates the fundamental role of the arts in Victoria’s economic, social and cultural life, and as a core driver of the wellbeing of Victorian citizens. Renewed investment and a sustainable long-term funding framework will enable artists, arts workers and organisations to plan, innovate and grow their impact for the benefit of all Victorians.
Appendix
The data behind the impact