WEST END AUDIENCE RESEARCH
A report conducted by LiveAnalytics (Insight division of Ticketmaster International, Live Nation Entertainment), charting a number of recent developments in UK’s theatre industry.
- Les Miserables, Phantom of the Opera and The Lion King listed as the top three shows
- 16-19 year olds are the ‘most likely’ to attend the theatre whilst 45-54 year olds are the least likely to attend
- Younger audiences are hungry for new productions and innovation in theatre
- Only 1 in 4 theatregoers recognise they have been to a subsidised production
- 63% of the UK population attended a performance at a theatre last year.
- 36% would rather go to a new performance of a limited run than a show which has been running for more than two years
- Around 39% of theatregoers love interactive theatre and over half think that streaming live performances is a great idea
- Checking one’s mobile phone during a performance is considered the least acceptable behaviour, with theatregoers between the ages of 25-34 are most guilty of checking their phones during a performance.
- One in five attendees now writes reviews about shows they have seen, generally using social media.
- Just 26% of UK theatregoers (one in four) identified past trips to publicly funded theatre in the survey
- The cost of attending the theatre remains the main barrier to entry among non-attendees (27%) and theatre-goers (35%)
- Of foreign theatregoers interviewed, 62% said their trip to the UK was influenced by its culture scene.
- 74% have dressed casually during a visit to the theatre and 41% have laughed in an inappropriate place
- Over two in 5 – and more than half of female viewers – have cried during a performance.
- 4% of respondents have used social media during a performance.
Published: 26 September 2013
View the original research document here or see below