Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Future Opportunities
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- Taking Theatre Outside the Box
- Here Come The Girls
Market in Brief
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- Performing arts buck the recession
- ... but problems ahead?
- London market strong
- ...while regions benefit from sustained investment
- National Theatre leads on audiences, Royal Opera House on revenues
- Really Useful largest of commercial operators
- Two in five have been in the past year
- Musicals most popular
- Three-quarters buy drink, half buy food and programmes/merchandise
- Money main obstacle to going more often
- Package potential?
Internal Market Environment
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- Key points
- Theatre-going trends
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- Figure 1: Theatre visiting, 2000-10
- Figure 2: Theatre visiting, by demographics, 2010
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- Figure 3: Trends in performing arts attendance, 2005/06-2009/10
- Bringing the performing arts to a wider audience?
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- Figure 4: Key statistics for A Night Less Ordinary scheme, 2009-10
- Funding fears
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- Figure 5: Source of income for Arts Council England’s regularly funded organisations, 2007/08 and 2008/09
- Figure 6: Arts Council England funding, 2010/11-2014/15
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- Figure 7: Arts Council England funding for the five English national performing arts companies*, 2008/09-2010/11
- Figure 8: Number of performances, by selected leading subsidised operators, 2008 and 2009
- The tourist pound
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- Figure 9: Trends in Sterling exchange rates, 2005-10
- Figure 10: Agreement with statement ‘I am attracted to Britain by its culture (eg theatre, music etc.)’, by incoming market, September 2009
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- Figure 11: Number of holiday visits to UK, by nationality, 2005-09
- Theatres improve but more work required
Broader Market Environment
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- Key points
- Consumer spending under pressure
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- Figure 12: GDP, PDI, consumer expenditure and savings, at constant 2010 prices, 2005-15
- Figure 13: GDP quarterly percentage change, Q1 2004-Q2 2010
- Confidence ebbs and flows
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- Figure 14: Trends in consumer confidence, September 2007-September 2010
- Employment concerns abound
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- Figure 15: Employment and unemployment, by gender, 2005-15
- Recession impacts on out-of-home leisure
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- Figure 16: Spending intentions towards leisure activities in coming year, March 2010
- Middle-aged growth positive for performing arts
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- Figure 17: Trends in the age structure of the UK population, by gender, 2005-15
- Proliferation of the posh
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- Figure 18: Forecast adult population trends, by socio-economic group, 2005-15
- Third agers grow ahead of the curve
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- Figure 19: Forecast adult population trends, by lifestage, 2005-15
- Broadband Britain
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- Figure 20: Broadband penetration, by demographics, 2004-10
Competitive Context
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- Key points
- Theatre among fastest-growing sectors of leisure market…
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- Figure 21: Consumer expenditure in selected leisure markets, 2005-10
- …while live entertainment still high up the list
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- Figure 22: Participation in leisure activities, 2009
- Figure 23: Trends in what extra money is spent on, November 2009-June 2010
Strengths and Weaknesses in the Market
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- Strengths
- Funding
- Tourism
- Venues
- Escapism
- Growing online community
- Weaknesses
- Economy
- Ticket prices
- Renovation
- Narrow customer base
- Competition
Who’s Innovating?
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- Key points
- Reducing theatre’s carbon footprint
- Recycling and reusing
- Streaming and downloading
- UpClose and personal
Market Size and Forecast
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- Key points
- Performing arts benefit from escapism and staycation trends
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- Figure 24: UK performing arts revenues and admissions, 2005-10
- Demand set fair...
- ...but funding less certain
Segment Performance
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- Key points
- London bucks the recession
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- Figure 25: Trends in theatre admissions and box office revenue in Central London, 2005-10
- Figure 26: London theatre admissions, by genre, 2008 and 2009
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- Figure 27: London theatre revenues, by genre, 2008 and 2009
- Figure 28: London theatre average ticket prices, by genre, 2008 and 2009
- Regional theatre on the up
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- Figure 29: Trends in selected regional theatre admissions and revenue, 2002-10
- Secondary revenue
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- Figure 30: Trends in secondary revenue* of performing arts venues, 2005-10
Companies and Products
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- Key points
- Overview
- Subsidised theatre
- English National Opera
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- Figure 31: English National Opera financial results, 2005-09
- Birmingham Royal Ballet
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- Figure 32: Birmingham Royal Ballet financial results, 2005-09
- National Theatre
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- Figure 33: National Theatre financial results, 2006-10
- Figure 34: Trends in attendance at National Theatre performances, by theatre, 2006-10
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- Figure 35: Trends in box office revenue and average ticket price for National Theatre, by theatre, 2009-10
- Royal Opera House
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- Figure 36: Royal Opera House financial results, 2005-09
- Royal Shakespeare Company
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- Figure 37: Royal Shakespeare Company financial results, 2005-09
- Commercial theatre
- The Ambassador Theatre Group Ltd
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- Figure 38: The Ambassador Theatre Group Ltd financial results, 2005-09
- Delfont Mackintosh Theatres Ltd
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- Figure 39: Delfont Mackintosh Theatres Ltd financial results, 2005-09
- Really Useful Theatres Ltd
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- Figure 40: Really Useful Theatres Ltd financial results, 2005-09
Brand Communication and Promotion
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- Key points
- Subsidised performing arts organisations spend the most
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- Figure 41: Advertising expenditure for selected leading performing arts companies, 2006-10*
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- Figure 42: Advertising expenditure for selected leading performing arts companies, by media type, June 2009-May 2010
- Focus on increasing accessibility and affordability
- Digital divide
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- Figure 43: Trends in visiting performing arts organisations’ websites, September 2008-September 2010
Which Types of Performing Art Do People Visit?
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- Key points
- Musicals top the bill
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- Figure 44: Types of performance art events people visit, May 2010
- An affluent, female and middle-aged audience
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- Figure 45: Types of performance art events people visit, by most popular types of performance art events people visit, May 2010
- Figure 46: Types of performance art events people visit, by next most popular types of performance art events people visit, May 2010
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- Figure 47: Types of music concert and festival people visit, by most popular types of performance art events people visit, May 2010
- Figure 48: Types of music concert and festival people visit, by next most popular types of performance art events people visit, May 2010
- Most visit just one type of performing art
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- Figure 49: Repertoire of types of performance art events people visit, May 2010
- Musicals most popular among those going to one type
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- Figure 50: Types of performance art events people visit, by repertoire of types of performance art events people visit, May 2010
How Much Do Performing Art-Goers Spend On Food?
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- Key points
- Food not a significant area of in-venue spend
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- Figure 51: Performance art-goers’ spend on food, May 2010
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- Figure 52: Performance art-goers’ spend on food, by types of performance art events people visit, May 2010
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- Figure 53: Performance art-goers’ spend on food, by repertoire of types of performance art events people visit, May 2010
How Much Do Performing Art-Goers Spend On Drink?
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- Key points
- Three quarters of performance art-goers like a drink
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- Figure 54: Performance art-goers’ spend on drinks, May 2010
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- Figure 55: Performance art-goers’ spend on drinks, by types of performance art events people visit, May 2010
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- Figure 56: Performance art-goers’ spend on drinks, by repertoire of types of performance art events people visit, May 2010
How Much Do Performing Art-Goers Spend On Merchandise?
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- Key points
- Half buy programme and/or merchandise
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- Figure 57: Performance art-goers’ spend on programmes and/or merchandise, May 2010
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- Figure 58: Performance art-goers’ spend on programmes and/or merchandise, by types of performance art events people visit, May 2010
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- Figure 59: Performance art-goers’ spend on programmes and/or merchandise, by repertoire of types of performance art events people visit, May 2010
- Cross-purchasing of food, drink and programmes and/or merchandising
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- Figure 60: Performance art-goers’ spend on food/drinks/merchandise, by performance art-goers’ spend on food, May 2010
- Figure 61: Performance art-goers’ spend on food/drinks/merchandise, by performance art-goers’ spend on drinks, May 2010
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- Figure 62: Performance art-goers’ spend on merchandise, by performance art-goers’ spend on food/drinks/merchandise, May 2010
What Are People's Attitudes Towards The Performing Arts?
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- Key points
- Cost biggest obstacle to going more often
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- Figure 63: People's attitudes towards performing arts, May 2010
- Musical-goers most likely to go more often if tickets were cheaper
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- Figure 64: Attitudes towards performing arts, by most popular types of performance art events people visit, May 2010
- Figure 65: Attitudes towards performing arts, by next most popular types of performance art events people visit, May 2010
Performing Arts Targeting Opportunities
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- Key points
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- Figure 66: Performing arts target groups, May 2010
- Culture Vultures
- Show People
- No-Gos
- Culture Vultures biggest performance art-goers
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- Figure 67: Types of performance art events people visit, by target groups, May 2010
- Food most important to Show People
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- Figure 68: Performance art-goers’ spend on food, by target groups, May 2010
- Show People spend big on drink
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- Figure 69: Performance art-goers’ spend on drinks, by target groups, May 2010
- Merchandise all part of the experience for Show People
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- Figure 70: Performance art-goers’ spend on programmes and/or merchandise, by target groups, May 2010
- Money not the issue for No-Gos
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- Figure 71: Attitudes towards performing arts, by target groups, May 2010
Appendix – Which Types of Performing Art Do People Visit?
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- Figure 72: Most popular types of performance art events people visit, by demographics, May 2010
- Figure 73: Next most popular types of performance art events people visit, by demographics, May 2010
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- Figure 74: Repertoire of types of performance art events people visit, by demographics, May 2010
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Appendix – How Much Do Performing Art-Goers Spend On Food?
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- Figure 75: Performance art-goers’ spend on food, by demographics, May 2010
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Appendix – How Much Do Performing Art-Goers Spend On Drink?
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- Figure 76: Performance art-goers’ spend on drinks, by demographics, May 2010
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Appendix – How Much Do Performing Art-Goers Spend On Merchandise?
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- Figure 77: Performance art-goers’ spend on programmes and/or merchandise, by demographics, May 2010
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Appendix – What Are People's Attitudes Towards The Performing Arts?
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- Figure 78: Most popular people's attitudes towards performing arts, by demographics, May 2010
- Figure 79: Next most popular people's attitudes towards performing arts, by demographics, May 2010
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Appendix – Performing Arts Targeting Opportunities
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- Figure 80: Performing arts target groups, by demographics, May 2010
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