Theatre Audience Report 2014
Written by Marliese Andexer 18 / 02 / 2015
London’s West End has enjoyed its 11th consecutive year of growth and another record breaking 12 months at the box office. The Society of London Theatre (SOLT) reports that in 2014 the West End clocked in gross sales of more than £623 million. A modest increase of 7% on 2013’s £585.5 million. There was a slight drop in audience figures though as average attendance decreased by 1.7% from 791 to 777 per performance.
SOLT revealed that in 2014 straight-plays actually saw a hike in attendance of 4% and an increase in box office receipts of 7%. Furthermore, as the BBC revealed last week, there was a sizeable rise in the production and popularity of new writing with 172 new plays staged last year, an impressive increase of 26%.
A TicketMaster survey a couple of years ago revealed 36% of people claimed to prefer new work and 43% “relatively established” work. Surprisingly, only 21% said their tastes swayed more favourably towards long-runners that have been playing for over two years.
WHAT WAS THE AUDIENCE MAKE UP?
Another interesting statistic from TicketMaster was the age brackets most likely to attend. 87% of 16 – 19 year olds and 82% of 20 – 24 year olds said they attend the theatre – the highest two groups by a sizeable margin.
WHAT DOES THIS MEAN FOR US?
With these various figures in mind, it wouldn’t be too far-fetched to predict a slow changing of the tides with more young people seeking out new, more innovative and exciting productions despite the drop in overall attendance.
Some producers are taking a punt on this possible trend. The Royal Court have transferred their new writing hit The Nether to the West End and the Young Vic has moved their “relatively established” but nonetheless excellent production of View from the Bridge to Wyndham’s Theatre for a limited run.
Blogger Outreach, video and TrueView are key advertising tools when communicating with young, developing and “something different” seeking audiences. Generation Z make up the largest cohort of YouTube users, with 83% visiting the site at least once a month (the Millenials come in a close second with 70% making monthly online visits).
Impact’s video production and digital team can help you utilise the power of blogger networks and YouTube’s advertising capabilities to ensure your campaign gets in front of the right people.
To discuss how Impact can help you reach these young and developing audiences through digital and experiential avenues, contact firstname.lastname@example.org or call 0207 729 5978 today.