71% increase amongst 16-25 year olds since 2009.
With that in mind, the report also found that social media is important, playing a large part in both how people find out about theatre (word of mouth being the primary source) and how they themselves spread the word (with one in five writing reviews of shows they have seen).
The majority theatre attendees are 25-44 years old
Cost of attending the theatre is the main barrier-to-entry for both attendees and non-attendees
younger demographics are consequently under-represented as theatre audiences, despite their high likelihood to attend.
31%) 2 come from households with an annual income between £20k-£39k.
correlation between attendance and household income, whereby likelihood to attend the theatre amongst the UK population steadily increases with household income
Close to one in four (24%) Tweet about the performance they’re about to see or have already seen, increasing to nearly half (47%) of 16- 19 year old attendee
Similarly, the cost of attending the theatre is the main barrier for theatregoers as well (35%), again suggesting that with more affordable prices attendees would likely go to more performances a year
The majority (45%) of attendees pay between £30 and £59
The National Theatre Entry Pass has the highest awareness rates, though uptake was the same as the Travelex £12 tickets
Attendance is strong, particularly in London
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