New research shows that theatre streaming is not a threat to in-person attendance

Research shows that live streams and cinema screenings of theatre performances are encouraging audiences to view content they would not have seen otherwise.

National Theatre’s statement

Indhu Rubasingham, the Artistic Director and Co-Chief Executive of the National Theatre, has released the latest findings. The boom in filmed theatre has raised questions that NT Live and NT at Home would hurt live attendance. The organisation commissioned research, and the findings showed that one of the top benefits to watching theatre is that it allows people to discover new performances that they might not have come across before. 

The same pattern can be seen elsewhere as well. Sports streaming has not stopped people from going to football stadiums to watch matches, and if anything, football streaming may encourage people to go and see a match, deepening the connection that someone has with a particular team.

Musicals, like Hadestown, also experienced a surge in attendance and Spotify streams after the Hadestown Tiny Desk concert was streamed. The performance generated over 4.2 million views and exposed people who might not have known about the musical to its touring show. 

Live casino games work similarly. They let people join real-time games that are hosted by dealers. This allows people who might not live near a casino the chance to play a range of games. Live casino games often include smaller wagering requirements, especially in games like 20p Roulette, making them more accessible to new players.

The survey by the National Theatre also highlighted that people believe trying something at home is less risky and stressful than in person. 93% of survey respondents who saw one filmed theatre production went on to attend a performance themselves.

An insight into the survey findings 

The survey gathered 5,500 responses and ran for 11 days. Some of the responses shed light on streamed theatre as well. When productions are filmed and edited for the screen, it is possible to control the rhythm in a different way, and to get close-ups so viewers can understand the detail involved with a particular performance. This gives audiences something to resonate with when watching the theatre show live, where close-ups like that aren’t possible.

Nesta has also done a survey, in collaboration with the Audience Agency’s Audience Finder programme. Researchers found that cinema broadcasts of theatre shows boosted local theatre attendance by 6.4%.  12,000 screenings were studied, across 482 cinemas. The data was compared to local theatre ticket sales that took place within a one-year period after the screening, and the outcome was resoundingly positive. 

As time goes on, it wouldn’t be surprising to see the world of theatre change. Studios are now reserving theatres for massive franchise spectacles, which pushes comedies and dramas straight to streaming platforms. Platforms are also giving niche films a wider range and a second life if they have already had a theatrical run. 

In the world of theater, it may be that indie productions are released digitally rather than doing a tour, and that big productions gain a second lease of life after being filmed on tour.

The editorial unit