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Performing Arts - UK - October 2010

  • The past two years have seen the performing arts industry record a strong performance, boosted by the trend towards escapism and stronger domestic and inbound tourism. In 2010, the market is expected to be worth just over £2 billion, an increase of 21% compared to 2005.
  • Funding is set to become a major issue for the arts, with the budget of the Arts Council for England having been cut by 29.6% in real terms over the next five years as a result of the government’s Comprehensive Spending Review. This will place renewed pressure on subsidised arts organisations at a time when corporate sponsorship and donations are quite hard to come by.
  • Just over two in five adults (42%) claim to have visited some form of performing arts in the past year. The most popular genre is musicals (visited by nearly a quarter), followed by plays (nearly a fifth) and pantomimes (just over one in ten).
  • The typical performing arts visitor is female, high-earning and from the 45-54 year-old age range. The characteristics of visitors to each genre differs slightly, with the profile for pantomime visitors being slightly younger (due to having young children of pantomime age) and the audience for ballet and opera tending to be older than average.
  • Around three-quarters of performing arts visitors buy drinks at the venue, compared to just over half who buy programmes and/or merchandise and just under half who buy food. The majority of people spend a relatively modest amount, under £10 on average.
  • The population can be divided into three target groups – the Culture Vultures, Show People and No-Gos. Culture Vultures and Show People share similar characteristics in that they are most likely to be female and from high-earning households but Culture Vultures are slightly younger and visit a broad portfolio of performing arts whereas Show People focus on musicals. No-Gos tend to be men and those from the youngest and oldest age groups and people from lower-earning households.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Taking Theatre Outside the Box
              • Here Come The Girls
              • Market in Brief

                • Performing arts buck the recession
                  • ... but problems ahead?
                    • London market strong
                      • ...while regions benefit from sustained investment
                        • National Theatre leads on audiences, Royal Opera House on revenues
                          • Really Useful largest of commercial operators
                            • Two in five have been in the past year
                              • Musicals most popular
                                • Three-quarters buy drink, half buy food and programmes/merchandise
                                  • Money main obstacle to going more often
                                    • Package potential?
                                    • Internal Market Environment

                                      • Key points
                                        • Theatre-going trends
                                          • Figure 1: Theatre visiting, 2000-10
                                          • Figure 2: Theatre visiting, by demographics, 2010
                                          • Figure 3: Trends in performing arts attendance, 2005/06-2009/10
                                        • Bringing the performing arts to a wider audience?
                                          • Figure 4: Key statistics for A Night Less Ordinary scheme, 2009-10
                                        • Funding fears
                                          • Figure 5: Source of income for Arts Council England’s regularly funded organisations, 2007/08 and 2008/09
                                          • Figure 6: Arts Council England funding, 2010/11-2014/15
                                          • Figure 7: Arts Council England funding for the five English national performing arts companies*, 2008/09-2010/11
                                          • Figure 8: Number of performances, by selected leading subsidised operators, 2008 and 2009
                                        • The tourist pound
                                          • Figure 9: Trends in Sterling exchange rates, 2005-10
                                          • Figure 10: Agreement with statement ‘I am attracted to Britain by its culture (eg theatre, music etc.)’, by incoming market, September 2009
                                          • Figure 11: Number of holiday visits to UK, by nationality, 2005-09
                                        • Theatres improve but more work required
                                        • Broader Market Environment

                                          • Key points
                                            • Consumer spending under pressure
                                              • Figure 12: GDP, PDI, consumer expenditure and savings, at constant 2010 prices, 2005-15
                                              • Figure 13: GDP quarterly percentage change, Q1 2004-Q2 2010
                                            • Confidence ebbs and flows
                                              • Figure 14: Trends in consumer confidence, September 2007-September 2010
                                            • Employment concerns abound
                                              • Figure 15: Employment and unemployment, by gender, 2005-15
                                            • Recession impacts on out-of-home leisure
                                              • Figure 16: Spending intentions towards leisure activities in coming year, March 2010
                                            • Middle-aged growth positive for performing arts
                                              • Figure 17: Trends in the age structure of the UK population, by gender, 2005-15
                                            • Proliferation of the posh
                                              • Figure 18: Forecast adult population trends, by socio-economic group, 2005-15
                                            • Third agers grow ahead of the curve
                                              • Figure 19: Forecast adult population trends, by lifestage, 2005-15
                                            • Broadband Britain
                                              • Figure 20: Broadband penetration, by demographics, 2004-10
                                          • Competitive Context

                                            • Key points
                                              • Theatre among fastest-growing sectors of leisure market…
                                                • Figure 21: Consumer expenditure in selected leisure markets, 2005-10
                                              • …while live entertainment still high up the list
                                                • Figure 22: Participation in leisure activities, 2009
                                                • Figure 23: Trends in what extra money is spent on, November 2009-June 2010
                                            • Strengths and Weaknesses in the Market

                                                • Strengths
                                                  • Funding
                                                    • Tourism
                                                      • Venues
                                                        • Escapism
                                                          • Growing online community
                                                            • Weaknesses
                                                              • Economy
                                                                • Ticket prices
                                                                  • Renovation
                                                                    • Narrow customer base
                                                                      • Competition
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • Reducing theatre’s carbon footprint
                                                                            • Recycling and reusing
                                                                              • Streaming and downloading
                                                                                • UpClose and personal
                                                                                • Market Size and Forecast

                                                                                  • Key points
                                                                                    • Performing arts benefit from escapism and staycation trends
                                                                                      • Figure 24: UK performing arts revenues and admissions, 2005-10
                                                                                    • Demand set fair...
                                                                                      • ...but funding less certain
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • London bucks the recession
                                                                                            • Figure 25: Trends in theatre admissions and box office revenue in Central London, 2005-10
                                                                                            • Figure 26: London theatre admissions, by genre, 2008 and 2009
                                                                                            • Figure 27: London theatre revenues, by genre, 2008 and 2009
                                                                                            • Figure 28: London theatre average ticket prices, by genre, 2008 and 2009
                                                                                          • Regional theatre on the up
                                                                                            • Figure 29: Trends in selected regional theatre admissions and revenue, 2002-10
                                                                                          • Secondary revenue
                                                                                            • Figure 30: Trends in secondary revenue* of performing arts venues, 2005-10
                                                                                        • Companies and Products

                                                                                          • Key points
                                                                                            • Overview
                                                                                              • Subsidised theatre
                                                                                                • English National Opera
                                                                                                    • Figure 31: English National Opera financial results, 2005-09
                                                                                                  • Birmingham Royal Ballet
                                                                                                      • Figure 32: Birmingham Royal Ballet financial results, 2005-09
                                                                                                    • National Theatre
                                                                                                        • Figure 33: National Theatre financial results, 2006-10
                                                                                                        • Figure 34: Trends in attendance at National Theatre performances, by theatre, 2006-10
                                                                                                        • Figure 35: Trends in box office revenue and average ticket price for National Theatre, by theatre, 2009-10
                                                                                                      • Royal Opera House
                                                                                                          • Figure 36: Royal Opera House financial results, 2005-09
                                                                                                        • Royal Shakespeare Company
                                                                                                            • Figure 37: Royal Shakespeare Company financial results, 2005-09
                                                                                                          • Commercial theatre
                                                                                                            • The Ambassador Theatre Group Ltd
                                                                                                                • Figure 38: The Ambassador Theatre Group Ltd financial results, 2005-09
                                                                                                              • Delfont Mackintosh Theatres Ltd
                                                                                                                  • Figure 39: Delfont Mackintosh Theatres Ltd financial results, 2005-09
                                                                                                                • Really Useful Theatres Ltd
                                                                                                                    • Figure 40: Really Useful Theatres Ltd financial results, 2005-09
                                                                                                                • Brand Communication and Promotion

                                                                                                                  • Key points
                                                                                                                    • Subsidised performing arts organisations spend the most
                                                                                                                      • Figure 41: Advertising expenditure for selected leading performing arts companies, 2006-10*
                                                                                                                      • Figure 42: Advertising expenditure for selected leading performing arts companies, by media type, June 2009-May 2010
                                                                                                                    • Focus on increasing accessibility and affordability
                                                                                                                      • Digital divide
                                                                                                                        • Figure 43: Trends in visiting performing arts organisations’ websites, September 2008-September 2010
                                                                                                                    • Which Types of Performing Art Do People Visit?

                                                                                                                      • Key points
                                                                                                                        • Musicals top the bill
                                                                                                                          • Figure 44: Types of performance art events people visit, May 2010
                                                                                                                        • An affluent, female and middle-aged audience
                                                                                                                          • Figure 45: Types of performance art events people visit, by most popular types of performance art events people visit, May 2010
                                                                                                                          • Figure 46: Types of performance art events people visit, by next most popular types of performance art events people visit, May 2010
                                                                                                                          • Figure 47: Types of music concert and festival people visit, by most popular types of performance art events people visit, May 2010
                                                                                                                          • Figure 48: Types of music concert and festival people visit, by next most popular types of performance art events people visit, May 2010
                                                                                                                        • Most visit just one type of performing art
                                                                                                                          • Figure 49: Repertoire of types of performance art events people visit, May 2010
                                                                                                                        • Musicals most popular among those going to one type
                                                                                                                          • Figure 50: Types of performance art events people visit, by repertoire of types of performance art events people visit, May 2010
                                                                                                                      • How Much Do Performing Art-Goers Spend On Food?

                                                                                                                        • Key points
                                                                                                                          • Food not a significant area of in-venue spend
                                                                                                                            • Figure 51: Performance art-goers’ spend on food, May 2010
                                                                                                                            • Figure 52: Performance art-goers’ spend on food, by types of performance art events people visit, May 2010
                                                                                                                            • Figure 53: Performance art-goers’ spend on food, by repertoire of types of performance art events people visit, May 2010
                                                                                                                        • How Much Do Performing Art-Goers Spend On Drink?

                                                                                                                          • Key points
                                                                                                                            • Three quarters of performance art-goers like a drink
                                                                                                                              • Figure 54: Performance art-goers’ spend on drinks, May 2010
                                                                                                                              • Figure 55: Performance art-goers’ spend on drinks, by types of performance art events people visit, May 2010
                                                                                                                              • Figure 56: Performance art-goers’ spend on drinks, by repertoire of types of performance art events people visit, May 2010
                                                                                                                          • How Much Do Performing Art-Goers Spend On Merchandise?

                                                                                                                            • Key points
                                                                                                                              • Half buy programme and/or merchandise
                                                                                                                                • Figure 57: Performance art-goers’ spend on programmes and/or merchandise, May 2010
                                                                                                                                • Figure 58: Performance art-goers’ spend on programmes and/or merchandise, by types of performance art events people visit, May 2010
                                                                                                                                • Figure 59: Performance art-goers’ spend on programmes and/or merchandise, by repertoire of types of performance art events people visit, May 2010
                                                                                                                              • Cross-purchasing of food, drink and programmes and/or merchandising
                                                                                                                                • Figure 60: Performance art-goers’ spend on food/drinks/merchandise, by performance art-goers’ spend on food, May 2010
                                                                                                                                • Figure 61: Performance art-goers’ spend on food/drinks/merchandise, by performance art-goers’ spend on drinks, May 2010
                                                                                                                                • Figure 62: Performance art-goers’ spend on merchandise, by performance art-goers’ spend on food/drinks/merchandise, May 2010
                                                                                                                            • What Are People's Attitudes Towards The Performing Arts?

                                                                                                                              • Key points
                                                                                                                                • Cost biggest obstacle to going more often
                                                                                                                                  • Figure 63: People's attitudes towards performing arts, May 2010
                                                                                                                                • Musical-goers most likely to go more often if tickets were cheaper
                                                                                                                                  • Figure 64: Attitudes towards performing arts, by most popular types of performance art events people visit, May 2010
                                                                                                                                  • Figure 65: Attitudes towards performing arts, by next most popular types of performance art events people visit, May 2010
                                                                                                                              • Performing Arts Targeting Opportunities

                                                                                                                                • Key points
                                                                                                                                  • Figure 66: Performing arts target groups, May 2010
                                                                                                                                • Culture Vultures
                                                                                                                                  • Show People
                                                                                                                                    • No-Gos
                                                                                                                                      • Culture Vultures biggest performance art-goers
                                                                                                                                        • Figure 67: Types of performance art events people visit, by target groups, May 2010
                                                                                                                                      • Food most important to Show People
                                                                                                                                        • Figure 68: Performance art-goers’ spend on food, by target groups, May 2010
                                                                                                                                      • Show People spend big on drink
                                                                                                                                        • Figure 69: Performance art-goers’ spend on drinks, by target groups, May 2010
                                                                                                                                      • Merchandise all part of the experience for Show People
                                                                                                                                        • Figure 70: Performance art-goers’ spend on programmes and/or merchandise, by target groups, May 2010
                                                                                                                                      • Money not the issue for No-Gos
                                                                                                                                        • Figure 71: Attitudes towards performing arts, by target groups, May 2010
                                                                                                                                    • Appendix – Which Types of Performing Art Do People Visit?

                                                                                                                                        • Figure 72: Most popular types of performance art events people visit, by demographics, May 2010
                                                                                                                                        • Figure 73: Next most popular types of performance art events people visit, by demographics, May 2010
                                                                                                                                        • Figure 74: Repertoire of types of performance art events people visit, by demographics, May 2010
                                                                                                                                    • Appendix – How Much Do Performing Art-Goers Spend On Food?

                                                                                                                                        • Figure 75: Performance art-goers’ spend on food, by demographics, May 2010
                                                                                                                                    • Appendix – How Much Do Performing Art-Goers Spend On Drink?

                                                                                                                                        • Figure 76: Performance art-goers’ spend on drinks, by demographics, May 2010
                                                                                                                                    • Appendix – How Much Do Performing Art-Goers Spend On Merchandise?

                                                                                                                                        • Figure 77: Performance art-goers’ spend on programmes and/or merchandise, by demographics, May 2010
                                                                                                                                    • Appendix – What Are People's Attitudes Towards The Performing Arts?

                                                                                                                                        • Figure 78: Most popular people's attitudes towards performing arts, by demographics, May 2010
                                                                                                                                        • Figure 79: Next most popular people's attitudes towards performing arts, by demographics, May 2010
                                                                                                                                    • Appendix – Performing Arts Targeting Opportunities

                                                                                                                                        • Figure 80: Performing arts target groups, by demographics, May 2010

                                                                                                                                    Companies Covered

                                                                                                                                    • Ambassador Theatre Group Ltd
                                                                                                                                    • Asda Group Ltd
                                                                                                                                    • Avon
                                                                                                                                    • Birmingham Royal Ballet
                                                                                                                                    • British Market Research Bureau (BMRB)
                                                                                                                                    • Cinema Advertising Association
                                                                                                                                    • Cineworld
                                                                                                                                    • Co-operative Group
                                                                                                                                    • Delfont Mackintosh Theatres Limited
                                                                                                                                    • Facebook, Inc.
                                                                                                                                    • First Leisure Corporation Plc
                                                                                                                                    • Gambling Commission
                                                                                                                                    • Gfk NOP
                                                                                                                                    • Government Actuary's Department (GAD)
                                                                                                                                    • IKEA
                                                                                                                                    • J. Sainsbury
                                                                                                                                    • Kantar Media
                                                                                                                                    • LA Fitness PLC
                                                                                                                                    • Live Nation
                                                                                                                                    • London Zoo
                                                                                                                                    • Marks & Spencer
                                                                                                                                    • MySpace.com
                                                                                                                                    • Royal Opera House
                                                                                                                                    • Royal Shakespeare Company
                                                                                                                                    • Somerfield
                                                                                                                                    • Tesco Plc
                                                                                                                                    • Travelex
                                                                                                                                    • Twitter, Inc.
                                                                                                                                    • Waitrose
                                                                                                                                    • Wm Morrison Supermarkets

                                                                                                                                    Performing Arts - UK - October 2010

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