The Cultural Consumption Barometer 2022: substantial declines in theater, film, and art gallery attendance

The National Institute for Cultural Research and Training (INCFC) launched The Cultural Consumption Barometer 2022, which assesses the changes in cultural consumption practices, emphasizing its characteristics among young people and, for the first time in Romania, analyzes the relationship between culture and democracy.

Regarding public cultural consumption, the effects of the pandemic are significant, with the only increase being a 14% increase in visiting historical monuments or archaeological sites at least once a year (59% of respondents in 2022, compared to 45% in 2019). Decreases in public cultural consumption are observed in attendance at theater performances (from 29% in 2019 to 20% in 2022), cinema visits (from 35% in 2019 to 26% in 2022), library use for reading or borrowing books (from 28% in 2019 to 17% in 2022), and visiting museums, exhibitions, or art galleries (from 38% in 2019 to 30% in 2022).

“Today, we are all witnessing a milestone. A coming-of-age celebration of the most important research study that measures the level of cultural consumption in Romania, the Cultural Consumption Barometer, a publication that has gained a reputation over time for its rigorous research and unique approach to cultural participation. The Barometer is returning after the pandemic period when we replaced it with a study that measured cultural participation intentions. However, we have observed that trends persist, so we are doing somewhat better than in 2021; we are on an upward trend, but we have not yet reached the level of consumption in 2019,” mentioned Prof. Dr. Carmen Croitoru, Director General of INCFC, coordinator, and co-author of the study.

The results of the Barometer show that, concerning private cultural activities performed by respondents at least once a year, there is an increase in audiovisual practices: music consumption increased to 96% in 2022, compared to 85% in 2019, and watching TV programs increased to 97% in 2022, compared to 92% in 2019.

Furthermore, the Barometer highlights an increase in internet use at 85% in 2022, compared to 70% in 2019, and the percentage of social media usage reached 88% in 2022, compared to 79% in 2019. Among the activities practiced on the internet, there were significant increases: 26% of respondents bought books, CDs, theater tickets, and other cultural event tickets, etc. in 2022, compared to 16% in 2019; 51% of respondents watched movies or TV programs online (Netflix, HBO GO, Voyo, etc.), compared to 27% in 2019; and visiting websites of museums, libraries, festivals, theaters, cultural events increased to 40% in 2022, from 12% in 2019.

Data on book consumption indicates that in 2022, 56% of respondents read printed books and 28% read electronic books.

According to the Barometer, 94% of young respondents between the ages of 18-35 use the internet daily. This segment of young people, who spend a lot of time on the internet, shows a lower level of tolerance, is almost disinterested in social or civic participation, and is less tolerant of certain social categories.

Social trust is one of the key dimensions of democratic participation. Respondents have the highest trust in family members (91%), people they know personally (56%), and those in their local community (38%) – their neighborhood, village, or commune. The results indicate that people who engage in public and non-public cultural activities have a higher level of social trust compared to all categories of people surveyed.

Young people, those with low education levels, and those with low incomes are more likely not to trust the information presented in the mass media. Data regarding the perception of mass media show that press organizations face a very low level of trust. For example, 75% of respondents either have little trust or no trust at all in news distributed through any of the information channels. The highest level of trust seems to be attributed to news published on social media and shared by relatives or friends: 28% of respondents say they have a lot or very much trust in such information.

The Barometer also highlights the connection between respondents’ preference for freedom and safety as democratic values and non-public cultural consumption. Overall, the study data indicates a substantial preference among respondents for safety (68%) over freedom (32%). It is important to note that those who opted for safety are more likely to be loyal consumers of TV shows and programs, while those who expressed a preference for freedom have printed media (newspapers, magazines) as their main source of information.

“The Cultural Consumption Barometer is an essential tool for shaping public policies because few of the policies implemented in Romania can benefit from this sociological approach, can rely on empirical data, either to measure the impact or to evaluate change based on various measured indicators at different stages,” said Dan Jurcan, Research Director at the Romanian Institute for Evaluation and Strategy (IRES).

The Barometer is based on an opinion survey conducted by the Romanian Institute for Evaluation and Strategy (IRES) in September-October 2022 on a nationally representative sample of the population aged 18 and over. The approximate sample size is 1035 people, with a maximum error of +/-3.1% at a 95% confidence level. Questionnaires were administered using the CATI method on a simple random sample generated by generating valid phone numbers in Romania through the RDD (Random Digit Dialing) method.

The Cultural Consumption Barometer’s primary objective is to analyze the cultural field in Romania from the perspective of cultural consumption indicators. The study was designed as a useful working tool for specialists in the Cultural and Creative Sectors, a relevant analysis for representatives of central and local public authorities, serving as a foundation for the development of cultural strategies and policies, as well as an interesting read for the general public. The Cultural Consumption Barometer 2022 is available in digital format on the website.

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