Sviby Insight Day #2 took place in three cities

Sviby Insight Day #2 took place in Tallinn, Tartu and Pärnu in May. We focused on "How can we understand our audiences better than ever?", presented an audience study with 33,633 responses and heard from guests across the sector.

From March 2024 to March 2025, we collected 33,633 responses from culture lovers across Estonia, covering a full year of experiences, expectations and change. At Insight Day, we presented the study and explored how Estonian audiences think, what they seek and how their habits change; how small changes can increase event impact and audience loyalty; the expectations of different age and audience groups; and which channels and messages audiences trust most.

Alongside the research, each city hosted inspiring presentations. In Tartu, Mari Nurk, marketing manager of the Estonian Drama Theatre, explored how to lead a deeply rooted cultural brand in a rapidly changing world, and how to refresh a traditional, prestigious brand without losing its value.

In Tallinn, Toomas Olljum, Henrik Ehte and Grettel Killing shared their experience in a panel titled "How do music and artists reach audiences' hearts?" They explored which stories, formats and experiences help music and artists reach audiences when attention is short and choice is endless, and how to grow audiences who stay as supporters and community members beyond a single concert.

In Pärnu, Sviby founder and CEO Jaan Naaber presented "How exceptional experiences and brands are created", sharing experience and ideas for building deep, lasting audience connections through every touchpoint.

Thank you to every speaker and participant. See you at the next Insight Day!

Sviby Insight Day brings together organisers, cultural creators and leaders to share knowledge and create opportunities for cooperation.

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