CloudJoi 2024 Data Deep Dive: More Shows, But Where Are the Audiences?

I had the opportunity to attend JoiUp 2025, hosted by CloudJoi—an annual industry gathering that brings together key players in the performing arts scene for networking and collaboration. During the event, they also unveiled their second CloudJoi Annual Data Report, offering comparative insights from both 2023 and 2024.

While the report exclusively reflects data from the CloudJoi platform, its extensive traffic and widespread usage suggest that, with some caution, it can offer valuable insights into broader trends within Malaysia’s performing arts landscape. Although it may not fully represent the entire industry, the data provides a meaningful snapshot that can help gauge the pulse of the larger arts community.

One particularly compelling highlight from the report was a comparison of key metrics—such as the number of organizers, shows marketed through CloudJoi, total tickets sold, and overall revenue—between 2023 and 2024. Their findings reveal an impressive surge in activity: the number of active organizers increased by a staggering 127%, shows grew by 66%, and showtimes expanded by 35%. At first glance, these figures suggest a vibrant and thriving arts scene on the rise.

However, beneath this impressive growth lies a troubling disparity. While there was still an increase in demand, it did not rise in proportion to the surge in productions. Total ticket sales grew by only 22%, and total revenue increased by just 17%—figures that fall short of expectations when compared to the sharp rise in organizers and shows. This gap between the rapid expansion of supply and the slower growth in demand highlights underlying challenges within the industry—issues that warrant deeper investigation.

A Growing Stage, But Where Is the Audience?

The rapid increase in organizers and shows suggests a flourishing creative sector. Yet, the audience base appears not to be growing at the same pace. This disconnect raises an essential question: Is the Malaysian performing arts scene expanding faster than its audience can sustain?

One possibility is that the market is becoming oversaturated (read more on this here). With more shows competing for the same pool of attendees, audiences may be spread too thin. Imagine there are suddenly hundreds of new plays, musicals, and performances being staged, but the number of people buying tickets doesn’t grow as fast, many shows might end up playing to half-empty theaters. Even though the scene looks busy and vibrant, the reality is that organizers and performers might struggle to fill seats or cover costs. Instead of boosting overall ticket sales, the increase in performances could simply be diluting audience numbers per show, leaving smaller productions struggling to fill seats.

To better understand this disparity, it’s important to explore several factors that could be contributing to the gap between the surge in shows and the slower growth in ticket sales and revenue. Examining these underlying causes may offer valuable insights into the challenges facing Malaysia’s performing arts scene.

Limited Audience Pool and the Need for Audience Development

One possible reason for the disparity between the surge in shows and the slower growth in ticket sales is the relatively small pool of prospective performing arts audiences in Malaysia. Even with more shows being staged, the number of people willing or able to attend may not have grown at the same pace. This means that increasing the number of productions without expanding the audience base can lead to the same group of attendees being stretched thin across more events.

To address this, audience development becomes crucial. This involves not just attracting new audiences but also nurturing existing ones through outreach, education, and engagement strategies. Without efforts to grow and diversify the audience pool, the performing arts scene risks saturating a limited market, where more shows don’t necessarily translate into higher attendance or revenue. (read more on audience development here)

Audience Fragmentation and Choice Fatigue

In addition to the limited audience pool, audience fragmentation and choice fatigue are also important factors to consider. As options multiply, audiences may experience what is known as choice fatigue. With an overwhelming number of shows available, potential attendees might feel uncertain about which performances to prioritize, leading them to attend fewer events overall.

For instance, when multiple productions are scheduled on the same weekend—say, a contemporary play, a musical, and a traditional dance performance—all vying for the same audience, it can dilute attendance across the board. This fragmentation means that, despite the increase in available shows, individual productions may struggle to attract enough attendees to fill seats, leaving many events under-attended despite a seemingly active and vibrant arts calendar.

Economic Pressures on Audiences

Economic factors may also be playing a significant role in limiting ticket sales and revenue growth. As the cost of living rises—driven by inflation, higher food prices, transportation costs, and overall economic uncertainty—audiences may become more cautious with their discretionary spending. When faced with tighter budgets, people often prioritize essential needs over leisure activities like attending theater performances or concerts.

For instance, a family that once attended multiple shows a year might now choose to attend only one, or opt for free or low-cost community events instead. In response to this financial strain, organizers may feel pressured to lower ticket prices or offer discounts to attract audiences. While this strategy might help boost attendance, it can also lead to slower revenue growth, as lower ticket prices offset the gains from increased sales. Additionally, some organizers might scale back on production quality or marketing efforts to cut costs, which could, in turn, affect audience satisfaction and future ticket sales.

This economic reality underscores the importance of finding a balance between making performances accessible and ensuring financial sustainability for the performing arts sector.

Quantity vs. Quality

Another factor to consider is the balance between the growing number of productions and the overall quality of performances. The surge in new organizers and shows reflects a positive trend—more opportunities for creativity, diverse voices, and fresh perspectives within the industry. This influx can energize the arts scene, making it more dynamic and inclusive.

However, with this rapid growth, there is also the challenge of maintaining consistent quality across productions. Newer producers, while bringing innovative ideas and passion, may still be navigating the complexities of staging performances at a professional level. This variation in experience can lead to an uneven standard of shows. When productions fall short of audience expectations, even occasionally, it can lead to more cautious ticket-buying habits in the future, with audiences becoming increasingly selective about which shows they choose to attend.

Striking a balance between encouraging new talent and ensuring high production standards is essential for sustaining audience trust and long-term engagement.

The Visibility Challenge

As the number of shows increases, so does the competition for audience attention, making marketing and visibility critical challenges. In a crowded market, smaller or lesser-known productions can easily get lost in the noise, struggling to stand out against bigger, more established shows with larger marketing budgets.

It’s similar to being a small café on a bustling street filled with well-known restaurants—no matter how good the food is, customers might walk past simply because they don’t notice it. Likewise, in the performing arts scene, even high-quality productions can go unnoticed without effective promotional strategies.

For example, a thought-provoking indie theater piece might be overshadowed by a large-scale musical with flashy advertising and a bigger promotional push. This highlights the importance of strategic marketing—using social media, targeted outreach, and partnerships—to ensure that every production, regardless of size, has a fair chance to capture the audience’s attention.

Is This a Cause for Concern?

While the surge in productions reflects a dynamic and active arts scene, the slower growth in ticket sales and revenue is a red flag. If left unaddressed, this imbalance could lead to market oversaturation, financial strain on organizers, and eventually burnout within the industry.

What Can Be Done?

To ensure sustainable growth, the performing arts sector in Malaysia might consider the following strategies:

1. Audience Development Initiatives: Invest in educational outreach and community engagement to build a larger, more diverse audience base.

2. Market Research: Conduct studies to understand audience preferences and adjust ticket pricing strategies accordingly.

3. Strategic Programming: Encourage collaborations between organizers and develop curated festivals to minimize audience fragmentation.

4. Enhanced Marketing Support: Platforms like CloudJoi could offer targeted marketing tools to help smaller productions gain visibility.

   
   

CloudJoi’s New Features: Addressing the Disparity Between Shows and Sales

At JoiUp 2025, CloudJoi unveiled several new platform features that could play a crucial role in tackling the factors contributing to the gap between the increasing number of shows and slower ticket sales growth. These tools are designed to help producers make more informed decisions, optimize audience reach, and enhance overall sales performance. Three of which I would like to highlight here:

Industry Calendar

One of the most promising features and which I personally really looking forward to is the Industry Calendar, a master schedule that allows producers to view upcoming shows throughout the year. This tool enables organizers to strategically plan their show dates to avoid overlapping with other major events, thereby reducing audience fragmentation. By allowing producers to input their planned shows, it also fosters industry-wide awareness, helping producers avoid direct competition for the same limited audience pool. For example, a small theater group can now plan around a major musical’s run, choosing dates that give them a better chance of drawing a solid audience.

Sales Simulator

The Sales Simulator empowers producers to make data-driven decisions when setting ticket prices. By factoring in parameters such as show scale, genre, and location, along with historical sales data from CloudJoi, the tool offers recommendations on optimal pricing and provides projected revenue estimates. This helps producers strike the right balance between affordability and profitability. For instance, a niche contemporary dance production can use the simulator to determine a realistic ticket price that attracts audiences while covering costs, without the guesswork.

Insights

The Insights feature offers real-time updates on ticket sales performance and provides actionable recommendations to boost sales. This could include suggestions for targeted marketing efforts, pricing adjustments, or promotional strategies. For example, if a show’s ticket sales are lagging, the platform might suggest increasing social media promotions or offering limited-time discounts to spark interest.

Together, these tools not only help producers make smarter, data-backed decisions but also address key industry challenges like audience fragmentation, pricing strategy, and visibility—paving the way for a healthier, more sustainable performing arts ecosystem in Malaysia.

The Road Ahead

The Malaysian performing arts scene is at a crucial turning point. The surge in creativity and production signals a vibrant and evolving industry, but true sustainability lies in aligning this growth with audience demand. Addressing challenges such as audience fragmentation, economic pressures, and the limited pool of attendees is essential for ensuring that the increase in shows leads to meaningful engagement and financial viability. Tools like those introduced by CloudJoi offer promising steps toward smarter, data-driven strategies that can help bridge this gap. As the industry moves forward, a more strategic, audience-focused approach will be key—one that doesn’t just fill calendars with shows but fills seats with eager, appreciative audiences.