New Zealanders and the arts - Ko Aotearoa me ona Toi

Creative New Zealand’s New Zealanders and the Arts—Ko Aotearoa me ōna Toi research provides a benchmark for New Zealanders attitudes, attendance, and participation in the arts since 2005.

New Zealanders and the Arts—Ko Aotearoa me ōna Toi is a key resource for Creative New Zealand – it helps inform our policy, planning, implementation of key strategies and programme design, and supports our partnerships and advocacy work. It’s also used extensively by local authorities and arts communities in their own planning and advocacy work.

The 2023 results show New Zealanders’ personal connection with the arts has grown and plays an important role in aiding wellbeing. Further, the arts play a greater role in shaping our national identity. Support for Ngā Toi Māori and Pacific arts is increasing, and the positive attitudes towards the economic benefits of the arts remain higher than pre-pandemic levels. Accessibility is still a barrier that needs to be addressed so that more New Zealanders can participate, attend, and engage with the arts.

Engagement, participation, and attendance all increased since 2020

The 2020 survey results were impacted by the COVID-19 pandemic. The 2023 results on these factors show good recovery.

Engagement in the arts increased on 2020 levels (78 percent in 2023, up from 75 percent in 2020).
Participation is at the highest ever level since the survey began in 2005 (at 54 percent, up from 37 percent in 2005).
Attendance increased across all artforms, effectively reversing the COVID-19 dip (overall attendance was 72 percent, up from 68 percent in 2020). In addition, there was a statistically significant increase in ‘high attenders’ (those attending 11+ events in a 12-month period).

Positive attitudes towards the arts are increasing

The 2023 results can be compared to results from the previous six surveys to reveal long-term trends. Agreement with all these attitude statements has increased over time.

The arts help improve New Zealand society, 60 percent agree, up 8 percent since 2014.
The arts help define who we are as New Zealanders, 63 percent agree, up 11 percent since 2014.
The arts contribute positively to our economy, 64 percent agree, up 12 percent since 2008.
The arts should receive public funding, 62 percent agree, up 13 percent since 2014.