Audience Data on the EU Agenda: The Next Step

Next Steps

To elevate European cooperation on audience data to the next level, an extensive policy document has been written and recently published: European Policy Paper on Data-Driven Audience Development (DDAD). This document is in English and has been drafted in collaboration with several European member states, including the Netherlands. Maaike: “This document demonstrates the role audience data can play in strengthening the cultural and creative sector in Europe. It describes how collecting, analyzing, and sharing audience data can lead to better insights into audience reach, participation, and cultural engagement. This document aims to provide direction for policy and European cooperation on audience data, and to highlight the next steps needed to further develop data usage in the sector.” 

Opportunities and Challenges

This policy document outlines the key opportunities and challenges surrounding data usage and includes recommendations to enhance knowledge and skills related to data-driven work, develop shared standards, and make practical tools available. It is intended for policymakers, sector organizations, and other stakeholders working on cultural policy, audience development, and data infrastructures.  

European Cultural Policy in the Future

“We hope and expect that the European Commission will adopt this document, so that it becomes part of future European cultural policy,” Maaike concludes. “This could also translate into new or renewed funding opportunities within international European collaborations.”