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Performing Arts - UK - July 2012

“Growing levels of ownership of digital devices are offering opportunities to a great many leisure businesses and the performing arts sector is no exception. The biggest opportunity lies in using this technology to bring performances to audiences that otherwise wouldn’t have been able to see them.”

– Michael Oliver – Senior Leisure and Media Analyst

Some questions answered in this report include:

  • How can the performing arts generally increase their appeal to new audiences?
  • How can operators increase their appeal to young people?
  • How can operators increase their coverage of people living in rural areas?
  • How can operators generate additional revenues from new media?
  • What opportunities exist for increasing secondary spend?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Performing arts market shows strong growth
              • Figure 1: UK performing arts market, by value, 2007-17
            • Market factors
              • Figure 2: Trends in performing arts attendance, 2005/06-2010/11
            • Companies, products and innovation
              • Figure 3: revenues of leading performing arts organisations/companies, 2010/11
            • The consumer
              • Figure 4: Types of performing arts attended, may 2012
              • Figure 5: Secondary spending and the performing arts, May 2012
              • Figure 6: Attitudes towards the performing arts, May 2012
              • Figure 7: Attitudes towards potential innovations in performing arts, May 2012
              • Figure 8: Performing arts target groups, May 2012
            • What we think
            • Issues in the Market

                • How can the performing arts generally increase their appeal to new audiences?
                  • How can operators increase their appeal to young people?
                    • How can operators increase their coverage of people living in rural areas?
                      • How can operators generate additional revenues from new media?
                        • What opportunities exist for increasing secondary spend?
                        • Future Opportunities

                          • Trend: Carnivore, Herbivore…Locavore
                            • Trend: Premiumization and Indulgence
                              • 2015 Inspire prediction: Access Anything, Anywhere
                              • Internal Market Environment

                                • Key points
                                  • Performing arts hold their own
                                    • Figure 9: Trends in performing arts attendance, 2006/07-2010/11
                                  • Theatre-going declines most among occasional visitors
                                    • Figure 10: Theatre visiting, 2007-11
                                  • Access all areas
                                      • Figure 11: Key statistics or A Night Less Ordinary scheme, 2009-11
                                    • Funding continues to be an issue
                                      • Figure 12: Source of income for Arts Council England’s regularly funded organisations, 2009/10 and 2010/11
                                      • Figure 13: Arts Council England funding, 2010/11-2014/15
                                      • Figure 14: Arts Council England funding for the five English national performing arts companies*, 2008/09-2011/12
                                      • Figure 15: Number of performances, by selected leading subsidised operators, 2009/10 and 2010/11
                                    • The tourist spend counts
                                      • Figure 16: Trends in domestic and overseas holiday visits, 2007-11
                                      • Figure 17: Trends in domestic and overseas holiday expenditure, 2007-11
                                      • Figure 18: Trends in domestic and overseas holiday average expenditure per visit, 2007-11
                                      • Figure 19: Trends in Sterling exchange rates, 2006-11
                                      • Figure 20: Trends in visits by overseas residents to the UK, by purpose of visit, 2007-11
                                      • Figure 21: Trends in holiday visits to the UK by overseas residents, by area of residence, 2007-11
                                  • Broader Market Environment

                                    • Key points
                                      • Economic woes weigh heavily on consumers
                                        • Figure 22: GDP, PDI, consumer expenditure and savings, at constant 2012 prices, 2007-17
                                        • Figure 23: GDP quarterly percentage change, Q1 2007-Q1 2012
                                        • Figure 24: Trends in inflation and average weekly earnings, 2008-12
                                        • Figure 25: Trends in UK consumer confidence, January 2008-May 2012
                                      • Age group trends positive for performing arts
                                        • Figure 26: Trends in the age structure of the UK population, 2007-17
                                      • AB growth set to slow
                                        • Figure 27: Forecast adult population trends, by socio-economic group, 2007-17
                                      • Retired growth dwarfs all other lifestages
                                        • Figure 28: Forecast adult population trends, by lifestage, 2007-17
                                      • Female workforce predicted to grow slightly faster than men
                                        • Figure 29: Employment and unemployment, by gender, 2007-16
                                      • Leisure spending trends
                                        • Figure 30: Leisure spending trends in the past 12 months, by sector, October 2011
                                        • Figure 31: Spending intentions towards leisure activities in the coming year, October 2011
                                      • Home entertainment offers growing challenge to out of home
                                        • Figure 32: Household ownership of consumer technology products, December 2011 and January 2012
                                        • Figure 33: Personal ownership of smartphones, basic mobile phones and/or portable media players, December 2011 and January 2012
                                    • Competitive Context

                                      • Key points
                                        • Leisure moves away from wet-led offers
                                          • Figure 34: Consumer expenditure in selected leisure* markets, 2006-11
                                        • Going out takes a hit
                                          • Figure 35: Trends in what extra money is spent on, November 2009-March 2012
                                        • More than six in ten attend live entertainment
                                          • Figure 36: Participation in leisure activities, 2011
                                      • Who’s Innovating?

                                        • Key points
                                          • Adding value through apps
                                            • Smartphone ownership growth drives ticket apps launches
                                              • A new take on theatre formats
                                                • Catch ‘em young
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Staycation and weak euro help to boost market
                                                      • Figure 37: UK performing arts market size and forecast, 2007-17
                                                    • Forecast
                                                      • Figure 38: Forecast UK performing arts market value, 2007-17
                                                  • Segment Performance

                                                    • Key points
                                                      • London admissions fall away but revenues grow
                                                        • Figure 39: Trends in theatre admissions and box office revenue in Central London, 2007-12
                                                        • Figure 40: London theatre admissions, by genre, 2010 and 2011
                                                        • Figure 41: London theatre revenue, by genre, 2010 and 2011
                                                        • Figure 42: London theatre average ticket prices, by genre, 2010 and 2011
                                                      • London accounts for nearly one in five theatres
                                                        • Figure 43: Numbers of theatres in England & Wales, by region, 2010
                                                    • Companies and Products

                                                      • Key points
                                                        • Overview
                                                          • Subsidised theatre
                                                            • English National Opera
                                                              • Background
                                                                • Financial performance
                                                                  • Figure 44: English National Opera financial results, 2007-11
                                                                • Recent activity
                                                                  • Birmingham Royal Ballet
                                                                    • Background
                                                                      • Financial performance
                                                                        • Figure 45: Birmingham Royal Ballet financial results, 2007-11
                                                                      • Recent activity
                                                                        • National Theatre
                                                                          • Background
                                                                            • Financial performance
                                                                              • Figure 46: National Theatre financial results, 2007-11
                                                                              • Figure 47: Trends in attendance at National Theatre Performances, by theatre, 2007-11
                                                                              • Figure 48: Trends in box office revenue and average ticket price for National Theatre, by theatre, 2009-11
                                                                            • Recent activity
                                                                              • Royal Opera House
                                                                                • Background
                                                                                  • Financial performance
                                                                                    • Figure 49: Royal Opera House financial results, 2007-11
                                                                                    • Figure 50: Royal Opera House analysis of incoming resources from charitable activities, 2010 and 2011
                                                                                  • Recent activity
                                                                                    • Royal Shakespeare Company
                                                                                      • Background
                                                                                        • Financial performance
                                                                                          • Figure 51: Royal Shakespeare Company financial results, 2007-11
                                                                                        • Recent activity
                                                                                          • Commercial theatre
                                                                                            • The Ambassador Entertainment Group Ltd
                                                                                              • Background
                                                                                                • Financial performance
                                                                                                  • Figure 52: The Ambassador Entertainment Group Ltd financial results, 2007-11
                                                                                                • Recent activity
                                                                                                  • Delfont Mackintosh Theatres Ltd
                                                                                                    • Background
                                                                                                      • Financial performance
                                                                                                        • Figure 53: Delfont Mackintosh Theatres Ltd financial results, 2007-11
                                                                                                      • Recent activity
                                                                                                        • Really Useful Theatres Ltd
                                                                                                          • Background
                                                                                                            • Financial performance
                                                                                                              • Figure 54: Really Useful Theatres Ltd financial results, 2007-11
                                                                                                            • Recent activity
                                                                                                            • Brand Communication and Promotion

                                                                                                              • Key points
                                                                                                                • Performing arts spend up nearly 70% as competition intensifies
                                                                                                                  • Figure 55: Advertising expenditure for selected leading performing arts companies, 2008-11
                                                                                                                  • Figure 56: Advertising expenditure for selected leading performing arts companies, by media type, June 2007-May 2011
                                                                                                                • ATG is the web winner
                                                                                                                  • Figure 57: Trends in numbers of unique visitors to leading performing arts companies/organisations’ websites, June 2009-May 2012
                                                                                                                • Industry proactive in pushing theatre promotions
                                                                                                                • Types of Performing Arts Attended

                                                                                                                  • Key points
                                                                                                                    • Three quarters attended but mostly infrequently
                                                                                                                      • Figure 58: Types of performing arts attended, May 2012
                                                                                                                    • Attendance crossover most evident between ballet/dance and opera
                                                                                                                      • Figure 59: Types of performing arts visited, by types of performing arts ever visited, May 2012
                                                                                                                      • Figure 60: Types of performing arts visited, by types of performing arts regularly* visited, May 2012
                                                                                                                  • Secondary Spending and the Performing Arts

                                                                                                                    • Key points
                                                                                                                      • Secondary spend is an important part of the experience
                                                                                                                        • Figure 61: Secondary spending and the performing arts, May 2012
                                                                                                                      • Diners can also drive drinks sales
                                                                                                                        • Figure 62: Secondary spending and the performing arts, by most popular secondary spending and the performing arts, May 2012
                                                                                                                        • Figure 63: Secondary spending and the performing arts, by next most popular secondary spending and the performing arts, May 2012
                                                                                                                        • Figure 64: Secondary spending and the performing arts, by most popular secondary spending and the performing arts, May 2012
                                                                                                                      • Ballet/dance-, panto- and opera-goers biggest snack and drink buyers in venues
                                                                                                                        • Figure 65: Secondary spending and the performing arts, by regular visitors on secondary spending and the performing arts, May 2012
                                                                                                                    • Attitudes towards the Performing Arts

                                                                                                                      • Key points
                                                                                                                        • Performing arts still seen as important despite austere environment
                                                                                                                          • Figure 66: Attitudes towards the performing arts, May 2012
                                                                                                                        • Habits established in childhood continue through to adulthood
                                                                                                                          • Figure 67: Attitudes towards the performing arts, by visiting attitudes towards the performing arts, May 2012
                                                                                                                          • Figure 68: Attitudes towards the performing arts, by type of performing art visited regularly, May 2012
                                                                                                                      • Attitudes Towards Potential Innovations in Performing Arts

                                                                                                                        • Key points
                                                                                                                          • Do performing arts need to move out of their comfort zone?
                                                                                                                            • Figure 69: Attitudes towards potential innovations in performing arts, May 2012
                                                                                                                          • Regular play- and musical-goers most interested in non-traditional venues
                                                                                                                            • Figure 70: Attitudes towards potential innovations in performing arts, by types of performing arts visiting regularly, May 2012
                                                                                                                            • Figure 71: Attitudes towards potential innovations in performing arts, by types of any performing arts visited, May 2012
                                                                                                                        • Performing Arts Targeting Opportunities

                                                                                                                          • Key points
                                                                                                                            • Figure 72: Performing arts target groups, May 2012
                                                                                                                          • Connoisseurs
                                                                                                                            • Critics
                                                                                                                              • Disengaged
                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                  • Figure 73: Theatre visiting, by demographics, 2011
                                                                                                                              • Appendix – Broader Market Environment

                                                                                                                                  • Figure 74: Broadband penetration, by demographics, 2007 and 2011
                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                  • Figure 75: Performing arts market size forecast scenarios, 2012-17
                                                                                                                              • Appendix – Types of Performing Arts Visited

                                                                                                                                  • Figure 76: Frequency of visiting any type of performing arts, by demographics, May 2012
                                                                                                                                  • Figure 77: Frequency of visiting ballet/dance, by demographics, May 2012
                                                                                                                                  • Figure 78: Frequency of visiting musicals, by demographics, May 2012
                                                                                                                                  • Figure 79: Frequency of visiting opera, by demographics, May 2012
                                                                                                                                  • Figure 80: Frequency of visiting pantomime, by demographics, May 2012
                                                                                                                                  • Figure 81: Frequency of visiting plays, by demographics, May 2012
                                                                                                                                  • Figure 82: Frequency of visiting other types of performing arts, by demographics, May 2012
                                                                                                                              • Appendix – Secondary Spending and the Performing Arts

                                                                                                                                  • Figure 83: Most popular secondary spending and the performing arts, by demographics, May 2012
                                                                                                                                  • Figure 84: Next most popular secondary spending and the performing arts, by demographics, May 2012
                                                                                                                                  • Figure 85: Other secondary spending and the performing arts, by demographics, May 2012
                                                                                                                              • Appendix – Attitudes towards the Performing Arts

                                                                                                                                  • Figure 86: Most popular attitudes towards the performing arts, by demographics, May 2012
                                                                                                                                  • Figure 87: Next most popular attitudes towards the performing arts, by demographics, May 2012
                                                                                                                                  • Figure 88: Other attitudes towards the performing arts, by demographics, May 2012
                                                                                                                                  • Figure 89: Attitudes towards the performing arts, by most popular attitudes towards the performing arts, May 2012
                                                                                                                                  • Figure 90: Attitudes towards the performing arts, by next most popular attitudes towards the performing arts, May 2012
                                                                                                                                  • Figure 91: Attitudes towards the performing arts, by other attitudes towards the performing arts, May 2012
                                                                                                                              • Appendix – Attitudes towards Potential Innovations in Performing Arts

                                                                                                                                  • Figure 92: Most popular attitudes towards potential innovations in performing arts, by demographics, May 2012
                                                                                                                                  • Figure 93: Next most popular attitudes towards potential innovations in performing arts, by demographics, May 2012
                                                                                                                                  • Figure 94: Other attitudes towards potential innovations in performing arts, by demographics, May 2012
                                                                                                                                  • Figure 95: Attitudes towards potential innovations in performing arts, by most popular attitudes towards the performing arts, May 2012
                                                                                                                                  • Figure 96: Attitudes towards potential innovations in performing arts, by next most popular attitudes towards the performing arts, May 2012
                                                                                                                                  • Figure 97: Attitudes towards potential innovations in performing arts, by other attitudes towards the performing arts, May 2012
                                                                                                                                  • Figure 98: Attitudes towards potential innovations in performing arts, by most popular secondary spending and the performing arts, May 2012
                                                                                                                                  • Figure 99: Attitudes towards potential innovations in performing arts, by next most popular secondary spending and the performing arts, May 2012
                                                                                                                                  • Figure 100: Attitudes towards potential innovations in performing arts, by other secondary spending and the performing arts, May 2012
                                                                                                                              • Appendix – Performing Arts Targeting Opportunities

                                                                                                                                  • Figure 101: Target groups, by demographics, May 2012
                                                                                                                                  • Figure 102: Attitudes towards the performing arts, by target groups, May 2012
                                                                                                                                  • Figure 103: Types of performing arts visited, by target groups, May 2012
                                                                                                                                  • Figure 104: Secondary spending and the performing arts, by target groups, May 2012
                                                                                                                                  • Figure 105: Attitudes towards potential innovations in performing arts, by target groups, May 2012

                                                                                                                              Companies Covered

                                                                                                                              • Ambassador Theatre Group Ltd
                                                                                                                              • Arts Council England
                                                                                                                              • Birmingham Royal Ballet
                                                                                                                              • Delfont Mackintosh Theatres Limited
                                                                                                                              • EMI Group plc
                                                                                                                              • English National Opera
                                                                                                                              • Exponent Private Equity LLP
                                                                                                                              • Live Nation
                                                                                                                              • Planet Hollywood
                                                                                                                              • Royal Opera House
                                                                                                                              • Royal Shakespeare Company
                                                                                                                              • The Really Useful Group
                                                                                                                              • The Royal National Theatre
                                                                                                                              • Twitter, Inc.
                                                                                                                              • Walt Disney Company, The
                                                                                                                              • World Wildlife Fund

                                                                                                                              Performing Arts - UK - July 2012

                                                                                                                              £1,995.00 (Excl.Tax)