Recent research commissioned by Ticketmaster has revealed that a higher proportion of people went to the theatre last year than attended a music concert or sporting event, with teenagers saying they are more likely to go than older people. Going against teenage stereotypes, the research also goes against theatrical stereotypes in which audiences are middle-class and middle-aged, with the most likely age group to say they will attend the theatre is 16 to 19 year olds, with 45 to 54 year olds least likely to attend.
The younger and less affluent customer base for theatre tickets has surprised Ticketmaster, however it is ironic to note the ticket prices to West End shows in particular are extortionate, and not reflective of the general budget of teenage fans. With some musicals charging well over £100 per seat, it is questionable as to how teenage audiences can afford to attend the theatre often. However, the survey did reveal that 87% of 16 to 19 year olds said they were likely to see something at a theatre, compared with 66% of 45 to 54 year olds. It is clear that the targeting of younger audiences by theatres is beginning to pay off.
The report also throws up interesting attitudes towards behaviour in the theatre, with 13% thinking it acceptable to whisper and 80% admitting to doing so. Meanwhile, 10% thought it acceptable to take a photograph, 8% thought it acceptable to check your phone which was less than the figure for eating (17%). Nearly one in four tweet about what they have seen or are about to see, which rises to 47% among 16 to 19 year olds.
Finally, the report suggested that the best-known show is Phantom of the Opera, with 94% of people showing awareness, compared with Once the Musical, which was under 30%.