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Performing Arts - UK - December 2014

“Performing arts organisations’ digital focus should be on their expertise as creators, and enabling their growing online audience to act as curators of the content they produce.”

David Walmsley, Senior Leisure Analyst

This report answers the following issues:

  • What’s next for digital performing arts?
  • How can performing arts venues revive secondary spending?
  • Is ‘immersive theatre’ more than a passing trend?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • 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
                • 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
                        • Figure 3: London theatre attendances, by venue type, 2012-13
                      • A new dimension of immersive theatre
                        • The consumer
                          • Occasional attendees a growing segment
                            • Figure 4: Performing arts attended, September 2014
                          • Food and drink a victim of spending cuts
                            • Figure 5: Secondary spending around performing arts events, September 2014
                          • Star quality dazzles an older crowd
                            • Figure 6: Motivations for attending performing arts, September 2014
                          • Couples most common, but women more social than men
                            • Figure 7: People attended performing arts with, September 2014
                          • Familiarity risks breeding discontent
                            • Figure 8: Incentives to attend performing arts, September 2014
                          • What we think
                          • Issues and Insights

                              • 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

                                                  • Trend: Click and Connect
                                                    • Trend: Data Creators
                                                      • Trend: Let’s Make a Deal
                                                      • Market Drivers

                                                        • Key points
                                                          • Performing arts a national interest
                                                            • 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
                                                            • Figure 10: London theatre capacities, 2012/13
                                                          • From stage to screen
                                                            • Figure 11: Event cinema box office takings, 2013
                                                          • Theatre and dance keep their shows on the road
                                                            • Figure 12: Arts Council England National Portfolio Organisations, by share of number and activities, 2012/13
                                                          • Ticket pricing gets creative
                                                            • Figure 13: Average London theatre prices, 2011/12 and 2012/13
                                                          • Tax relief and crowdfunding shore up investment
                                                            • Figure 14: Income sources of Arts Council England National Portfolio theatres, 2012/13
                                                          • Performing arts well positioned on the tourism map
                                                            • 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
                                                            • Figure 16: Experience of attending the theatre while growing up, by age, July 2014
                                                          • Digital arts becoming a social science
                                                            • Figure 17: Digital engagement with the arts, 2011/12-2013/14*
                                                            • Figure 18: Most popular platforms for writing theatre reviews, May 2013
                                                        • Who's Innovating?

                                                          • 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

                                                                          • Key points
                                                                            • More hits than misses helps keep market growing
                                                                              • Figure 19: UK performing arts market size and forecast, 2009-2019
                                                                            • Forecast
                                                                              • Figure 20: Forecast of UK performing arts market size, 2009-19
                                                                            • Forecast methodology
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • A record year for London theatre
                                                                                  • Figure 21: Trends in London theatre admissions and box office revenue, 2009-14
                                                                                • Big shows and big names draw in the crowds
                                                                                  • Figure 22: London theatre attendances, by genre, 2012-13
                                                                                • Opera fulfils the bulk of its potential
                                                                                  • Figure 23: London theatre revenue, by genre, 2012-13
                                                                                • Premium performers command premium prices
                                                                                  • Figure 24: Average London theatre ticket prices, by genre, 2012-13
                                                                              • Market Share

                                                                                • Key points
                                                                                  • A strong year for commercial audiences
                                                                                    • Figure 25: London theatre attendances, by venue type, 2012-13
                                                                                  • Commercial revenues the star performer
                                                                                    • Figure 26: London theatre revenues, by venue type, 2012-13
                                                                                  • Regular interest gets subsidised theatre closer to capacity
                                                                                    • Figure 27: Average proportion of available seats sold in London theatres, by venue type, 2012-13
                                                                                • Companies and Products

                                                                                  • Key points
                                                                                    • Subsidised theatre and dance
                                                                                      • Birmingham Royal Ballet
                                                                                          • Figure 28: Birmingham Royal Ballet financial results, 2009-13
                                                                                        • English National Opera
                                                                                            • Figure 29: English National Opera financial results, 2009-13
                                                                                          • National Theatre
                                                                                            • Figure 30: National Theatre financial results, 2010-14
                                                                                            • Figure 31: Trends in attendance at National Theatre performances, by theatre, 2010-14
                                                                                          • Royal Opera House
                                                                                            • Figure 32: Royal Opera House financial results, 2009-13
                                                                                          • Royal Shakespeare Company
                                                                                            • Figure 33: Royal Shakespeare Company financial results, 2010-14
                                                                                          • Commercial theatre
                                                                                            • Ambassador Theatre Group
                                                                                                • Figure 34: The Ambassador Entertainment Group Ltd financial results, 2009-13
                                                                                              • Delfont Macintosh Theatres
                                                                                                • Figure 35: Delfont Mackintosh Theatres Ltd financial results, 2009-13
                                                                                              • Really Useful Theatres
                                                                                                • Figure 36: Really Useful Theatres Ltd financial results, 2009-13
                                                                                            • Brand Communication and Promotion

                                                                                              • Key points
                                                                                                • Adspend begins to slip
                                                                                                  • Figure 37: Advertising expenditure of leading performing arts companies, 2010-2013
                                                                                                • Arts seek visibility in congested leisure market
                                                                                                  • Figure 38: Advertising expenditure of leading performing arts companies, by media type, 2010-2013
                                                                                              • The Consumer – Performing Arts Attended

                                                                                                • Key points
                                                                                                  • Performing arts offer something for almost everyone
                                                                                                    • Figure 39: Performing arts attended, September 2014
                                                                                                  • Musicals take the lead in reaching younger Millennials
                                                                                                    • 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
                                                                                                    • 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

                                                                                                  • Key points
                                                                                                    • Secondary spending takes a back seat
                                                                                                      • Figure 42: Secondary spending around performing arts events, September 2014
                                                                                                    • Venue dining to sell on price and experience
                                                                                                      • Figure 43: Pre-performance meal habits, by gross annual household income, September 2014
                                                                                                    • Programmes needing a rehab programme
                                                                                                      • Figure 44: Purchasing of programmes, by age, September 2014
                                                                                                    • Venue bar drinkers most likely to buy another round
                                                                                                      • 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

                                                                                                    • Key points
                                                                                                      • Star quality turning older heads
                                                                                                        • Figure 46: Motivations for attending performing arts, September 2014
                                                                                                        • Figure 47: Attending performing arts events to see a particular performer, by age, September 2014
                                                                                                      • Valuing members beyond the joining fee
                                                                                                        • 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
                                                                                                        • 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?

                                                                                                      • Key points
                                                                                                        • A night out for couples, but with women taking the lead
                                                                                                          • Figure 50: People attended performing arts with, September 2014
                                                                                                        • A lucrative gap between office and auditorium
                                                                                                          • Figure 51: Secondary spending around performing arts events, by people attended with, September 2014
                                                                                                        • Opera and dance see most solos
                                                                                                          • Figure 52: Attending performing arts events alone, by performing arts attended, September 2014
                                                                                                      • The Consumer – Incentives to Attend Performing Arts

                                                                                                        • Key points
                                                                                                          • Cost more of an issue for women
                                                                                                            • Figure 53: Incentives to attend performing arts, September 2014
                                                                                                          • Stale venues make the membership offer harder to refresh
                                                                                                            • 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
                                                                                                            • 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
                                                                                                            • 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

                                                                                                            • Figure 57: Forecast of UK performing arts market size, 2014-19

                                                                                                        Companies Covered

                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                        Performing Arts - UK - December 2014

                                                                                                        £1,995.00 (Excl.Tax)