Benchmarks on Digital Usage, Monetization, and NFTs

May 10, 2022

Digital strategies, especially related to monetization of digital content, vary significantly across organizations. Our latest Arts Executive Poll asked arts leaders to benchmark themselves on how they are implementing digital strategies moving forward and their priorities for digital programming, monetization targets, resources, and new technologies. Highlights from the survey include:

• The majority of arts organizations still employed digital during reopening particularly for learning initiatives, artistic events, and marketing campaigns.

• Most are either not currently charging for or do not plan to charge for the most of their digital content in the future. However, for those who are charging or plan to charge, digital monetization is rarely in the top 3 priorities, if a priority at all.

• Although over half of arts leaders lean more skeptical about non-fungible tokens (NFTs) in the arts industry, dispositions tend to run more towards curiosity and ambivalence rather than concern.