Research Shows Theatre Streaming Boosts Live Attendance
New research commissioned by the National Theatre reveals that theatre streaming services and cinema screenings, such as NT Live and NT at Home, do not threaten in-person attendance. Instead, these digital initiatives are making UK audiences more adventurous and expanding access to live performance. The study, conducted by agency Indigo, surveyed approximately 5,500 UK respondents and found that 93% of those who watched filmed theatre also attended live performances. While convenience was cited as the primary benefit of streaming, respondents also valued the ability to discover new works with lower financial risk. In-person attendance remains the preferred method for 89% of participants, establishing a clear hierarchy where digital options complement rather than replace live experiences. The report highlights that streaming attracts younger demographics, with over half of under-35s engaging with streamed content, and increases accessibility for disabled audiences. National Theatre officials emphasize that filmed theatre serves to lower barriers, support discovery, and extend the lifecycle of productions, ultimately growing the overall audience base rather than cannibalizing ticket sales for physical venues.
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Research Shows Theatre Streaming Boosts Live Attendance
New research commissioned by the National Theatre reveals that theatre streaming services and cinema screenings, such as NT Live and NT at Home, do not threaten in-person attendance. Instead, these digital initiatives are making UK audiences more adventurous and expanding access to live performance. The study, conducted by agency Indigo, surveyed approximately 5,500 UK respondents and found that 93% of those who watched filmed theatre also attended live performances. While convenience was cited as the primary benefit of streaming, respondents also valued the ability to discover new works with lower financial risk. In-person attendance remains the preferred method for 89% of participants, establishing a clear hierarchy where digital options complement rather than replace live experiences. The report highlights that streaming attracts younger demographics, with over half of under-35s engaging with streamed content, and increases accessibility for disabled audiences. National Theatre officials emphasize that filmed theatre serves to lower barriers, support discovery, and extend the lifecycle of productions, ultimately growing the overall audience base rather than cannibalizing ticket sales for physical venues.
The Guardian