Table of Contents
Executive Summary
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- The market
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- Figure 1: UK performing arts market size and forecast, 2009-19
- West End’s record year sets tone for value growth
- Musicals call the tune on attendances
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- Figure 2: London theatre attendances, by genre, 2013
- Market drivers
- A nation of arts lovers – On stage and screen
- Performing arts on tourists’ to-do list
- Companies, brands and innovation
- Commercial sector dominates London market
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- Figure 3: London theatre attendances, by venue type, 2012-13
- A new dimension of immersive theatre
- The consumer
- Occasional attendees a growing segment
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- Figure 4: Performing arts attended, September 2014
- Food and drink a victim of spending cuts
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- Figure 5: Secondary spending around performing arts events, September 2014
- Star quality dazzles an older crowd
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- Figure 6: Motivations for attending performing arts, September 2014
- Couples most common, but women more social than men
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- Figure 7: People attended performing arts with, September 2014
- Familiarity risks breeding discontent
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- Figure 8: Incentives to attend performing arts, September 2014
- What we think
Issues and Insights
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- What’s next for digital performing arts?
- The facts
- The implications
- How can performing arts venues revive secondary spending?
- The facts
- The implications
- Is ‘immersive theatre’ more than a passing trend?
- The facts
- The implications
Trend Application
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- Trend: Click and Connect
- Trend: Data Creators
- Trend: Let’s Make a Deal
Market Drivers
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- Key points
- Performing arts a national interest
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- Figure 9: Past year attendance/participation in the arts, by gender, 2005/06 and Q1 2014/15
- Quality and quantity the key issues in theatre access
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- Figure 10: London theatre capacities, 2012/13
- From stage to screen
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- Figure 11: Event cinema box office takings, 2013
- Theatre and dance keep their shows on the road
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- Figure 12: Arts Council England National Portfolio Organisations, by share of number and activities, 2012/13
- Ticket pricing gets creative
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- Figure 13: Average London theatre prices, 2011/12 and 2012/13
- Tax relief and crowdfunding shore up investment
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- Figure 14: Income sources of Arts Council England National Portfolio theatres, 2012/13
- Performing arts well positioned on the tourism map
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- Figure 15: Aspects of arts and culture in the UK that make it an attractive destination for overseas visitors, January 2014
- More immersive experiences to appeal to the young
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- Figure 16: Experience of attending the theatre while growing up, by age, July 2014
- Digital arts becoming a social science
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- Figure 17: Digital engagement with the arts, 2011/12-2013/14*
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- Figure 18: Most popular platforms for writing theatre reviews, May 2013
Who's Innovating?
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- Key points
- Reality TV? Reality theatre
- Please remember to turn on your mobile during the performance
- Curtain down on subtitles?
- A review of the view
- Online audiences accessing all areas
- Children step app onto the stage
- Find the circumference of a (dress) circle
Market Size and Forecast
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- Key points
- More hits than misses helps keep market growing
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- Figure 19: UK performing arts market size and forecast, 2009-2019
- Forecast
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- Figure 20: Forecast of UK performing arts market size, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- A record year for London theatre
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- Figure 21: Trends in London theatre admissions and box office revenue, 2009-14
- Big shows and big names draw in the crowds
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- Figure 22: London theatre attendances, by genre, 2012-13
- Opera fulfils the bulk of its potential
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- Figure 23: London theatre revenue, by genre, 2012-13
- Premium performers command premium prices
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- Figure 24: Average London theatre ticket prices, by genre, 2012-13
Market Share
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- Key points
- A strong year for commercial audiences
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- Figure 25: London theatre attendances, by venue type, 2012-13
- Commercial revenues the star performer
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- Figure 26: London theatre revenues, by venue type, 2012-13
- Regular interest gets subsidised theatre closer to capacity
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- Figure 27: Average proportion of available seats sold in London theatres, by venue type, 2012-13
Companies and Products
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- Key points
- Subsidised theatre and dance
- Birmingham Royal Ballet
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- Figure 28: Birmingham Royal Ballet financial results, 2009-13
- English National Opera
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- Figure 29: English National Opera financial results, 2009-13
- National Theatre
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- Figure 30: National Theatre financial results, 2010-14
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- Figure 31: Trends in attendance at National Theatre performances, by theatre, 2010-14
- Royal Opera House
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- Figure 32: Royal Opera House financial results, 2009-13
- Royal Shakespeare Company
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- Figure 33: Royal Shakespeare Company financial results, 2010-14
- Commercial theatre
- Ambassador Theatre Group
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- Figure 34: The Ambassador Entertainment Group Ltd financial results, 2009-13
- Delfont Macintosh Theatres
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- Figure 35: Delfont Mackintosh Theatres Ltd financial results, 2009-13
- Really Useful Theatres
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- Figure 36: Really Useful Theatres Ltd financial results, 2009-13
Brand Communication and Promotion
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- Key points
- Adspend begins to slip
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- Figure 37: Advertising expenditure of leading performing arts companies, 2010-2013
- Arts seek visibility in congested leisure market
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- Figure 38: Advertising expenditure of leading performing arts companies, by media type, 2010-2013
The Consumer – Performing Arts Attended
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- Key points
- Performing arts offer something for almost everyone
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- Figure 39: Performing arts attended, September 2014
- Musicals take the lead in reaching younger Millennials
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- Figure 40: Performing arts attended at least once a year but less often than every six months, by age, September 2014
- Audiences happy to switch genres
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- Figure 41: Performing arts attended at least once a year or more often, by other performing arts attended at least once a year or more often, September 2014
The Consumer – Secondary Spending and Performing Arts
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- Key points
- Secondary spending takes a back seat
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- Figure 42: Secondary spending around performing arts events, September 2014
- Venue dining to sell on price and experience
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- Figure 43: Pre-performance meal habits, by gross annual household income, September 2014
- Programmes needing a rehab programme
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- Figure 44: Purchasing of programmes, by age, September 2014
- Venue bar drinkers most likely to buy another round
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- Figure 45: Secondary spending around performing arts events, by venue in which pre-performance drinks purchased, September 2014
The Consumer – Motivations for Attending Performing Arts
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- Key points
- Star quality turning older heads
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- Figure 46: Motivations for attending performing arts, September 2014
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- Figure 47: Attending performing arts events to see a particular performer, by age, September 2014
- Valuing members beyond the joining fee
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- Figure 48: Secondary spending around performance arts events, by attendance as a member or ‘friend’ of the venue, September 2014
- Opera and dance have most friends
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- Figure 49: Selected motivations for attending performing arts events, by type of performing arts attended, September 2014
The Consumer – Who do People Attend Performing Arts With?
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- Key points
- A night out for couples, but with women taking the lead
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- Figure 50: People attended performing arts with, September 2014
- A lucrative gap between office and auditorium
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- Figure 51: Secondary spending around performing arts events, by people attended with, September 2014
- Opera and dance see most solos
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- Figure 52: Attending performing arts events alone, by performing arts attended, September 2014
The Consumer – Incentives to Attend Performing Arts
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- Key points
- Cost more of an issue for women
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- Figure 53: Incentives to attend performing arts, September 2014
- Stale venues make the membership offer harder to refresh
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- Figure 54: Selected incentives to attend performing arts, by past-year attendance as a member/’friend’ of the venue, September 2014
- Helping work colleagues step outside their routine
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- Figure 55: Selected incentives to attend performing arts, by past-year attendance of performing arts with work colleagues, September 2014
- It’s not just who you know, it’s what they know
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- Figure 56: Willingness to attend performing arts “if I had someone else to go with”, by other incentives to attend performing arts, September 2014
Appendix – Market Size and Forecast
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- Figure 57: Forecast of UK performing arts market size, 2014-19
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