Audience Atlas – Aotearoa New Zealand 2025, November 2025
A fifth Audience Atlas for New Zealand.
Audience Atlas is a unique way of understanding the market for arts and culture. With a robust population survey at its core, Audience Atlas sizes, profiles and segments the market and provides insight on how to target and engage audiences to ensure sector growth.
Representative of the population
This report draws on the responses of 4,836 New Zealanders. Respondents were sampled through quotas on age, gender and educational attainment to be representative of the population’s demographics and population spread. Additional quotas on ethnicity were set to ‘boost’ responses from those identifying as Māori, Pacific peoples and Asian. The increased number of responses from these groups ensures we can report on results for these key groups with confidence. Also, to ensure that Deaf and disabled persons have a chance to take part in the research, accessible format invitations were distributed with the support of Disabled People’s organisations. Any results reported as real numbers are estimates that use the weighted proportions applied to population estimates (sourced from StatsNZ).