Creative freelancers dominated the Waikato sample: More respondents reported being a creative freelancer (44%) than any other role in the creative sector. This was followed unpaid creative individuals (26%), and leaders of a creative not-for-profit (25%).

Visual arts were strongly represented in Waikato respondents: Waikato respondents were active in many creative areas. Visual arts was the most prominent area reported (56%), followed by craft and object art (33%) and music (28%).

Waikato respondents remain slightly pessimistic about their financial outlook: Respondents rated their outlook on whether their creative work would support their financial position in the next 12 months (from 1 meaning very pessimistic to 6 meaning very optimistic). Compared to the September-October survey, pessimism increased from 53% to 61% and optimism fell from 45% to 38%, indicating a shift towards a pessimistic view.

Most respondents expected their current staff or contractor numbers to stay the same: The number of respondents who expect to take on new staff or contractors had decreased (from 27% to 19%) and those who expect staff or contractor numbers to stay the same or reduce had increased (from 45% to 69%).

Waikato respondents view on achieving their creative goals remained slightly optimistic: Respondents rated their outlook on whether they would achieve their own or their organisations’ creative goals in the next 12 months (from 1 meaning very pessimistic to 6 meaning very optimistic). Compared to the September-October survey, outlook remained at similar levels (61% optimistic and 35% pessimistic).

Waikato respondents’ perception of audience appetite for their creative work is split between those who think it is more than usual and those who think it is less: There was a split between respondents who thought audience appetite was more than usual and less than usual (33% each). Some reported that audience appetite was the same (23%) and some were not sure (11%). The average rating (2.0) did not change from the September-October survey.

In this survey respondents shared the things they were most worried about in 2022 in relation to their creative work or the work of their organisations. The most commonly raised concerns were:

• The impacts of the pandemic on their creative work and/or the creative sector more broadly.
• Their ability to connect with audiences and potential buyers of creative work.
• Some were worried that audiences won’t return and that low visitor numbers meant few purchasers of art and other creative works.
• The extent to which they would have enough money to live on, and/or whether their organisations or businesses would survive. Concern was expressed about whether there was enough financial support for the creative sector.
• The impacts of COVID-19 restrictions such as limits on audience numbers, vaccination passes and lockdowns.
• Ongoing cancellation of events with people reporting both the financial and emotional costs.
• Not being able to do creative work because they needed to do other paid work to make ends meet or because there were few opportunities for performing.
• Other themes included: reduced well-being of people in the creative sector; systemic issues affecting the viability of the arts and venues closing.

Respondents shared the things they were feeling most positive about in 2022 in relation to their creative work or the work of their organisation. The following themes were identified:

• Their creative practice and/or their ability to at least do some work.
• Having the time and space to develop new works, explore ideas or study.
• Community connections and support within the creative sector plus opportunities for partnering and collaboration.
• Audience enthusiasm for the creative industries including international interest.
• The potential for innovation and creativity and the possibility of the creative sectors becoming more diverse.
• The lifting of COVID-19 related restrictions and returning to normal.
• Respondents shared that they felt positive about their resilience.
• Other themes included: financial support for the creative sector and the intrinsic value of artists and creative activities.