A new perspective on Washington DC audiences

The Washington DC Audience Atlas 2021 gives powerful actionable insight into the DC culture market to fuel audience engagement strategies. 

It explains who is in the market for culture, what they are looking for as venues re-open, and what digital engagement they will continue with.

We show which art forms have the potential to grow new audiences and we identify the Culture Segments who will play an essential part in recovery plans. 

Download the report below or watch our February 23 webinar here.

The Audience Atlas includes has powerful insight on over 60 individual DC cultural institutions.

For a deeper dive into the data contact Lorna.dennison@mhminsight.com 

MHM Washington DC Audience Atlas 2021 Report

Full report with insights and data from the Washington, DC Audience Atlas, published February 2021.


Lorna is a Senior Consultant and heads our USA team. She has extensive experience on both sides of...

Rhiannon joins the MHM team in our office in New York. As Consultant, she leads a wide range of...

A co-founder of Morris Hargreaves McIntyre, Andrew is one of the UK’s leading authorities on...

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Covid research and insight

Image for Culture Segments and Covid Audience Mindsets

Culture Segments and Covid Audience Mindsets

Image for What we learned from the Washington DC Audience Atlas: Covid Safety

What we learned from the Washington DC Audience Atlas: Covid Safety

Image for What we learned from Washington DC Audience Atlas: Fundraising

What we learned from Washington DC Audience Atlas: Fundraising

Image for What we learned from the Washington DC Audience Atlas: Culture Segments

What we learned from the Washington DC Audience Atlas: Culture Segments

Image for What we learned from Washington DC Audience Atlas: Digital content

What we learned from Washington DC Audience Atlas: Digital content