New research commissioned by the National Theatre has found that theatre streaming services and cinema screenings of stage performances do not threaten in-person attendance, but instead make audiences more adventurous. The study, conducted by agency Indigo, surveyed approximately 5,500 UK-based respondents over 11 days.
Introducing the findings, NT director Indhu Rubasingham noted concerns that initiatives like NT Live and NT at Home might negatively impact live attendance. However, the research revealed that 93% of those who watched filmed theatre also attended a live performance. In-person theatre remains the clear preference for 89% of respondents.
The survey highlighted key benefits of watching theatre at home, including convenience, the ability to pause and rewatch, and discovering new performances. Financial pressure was cited as a major reason for reduced in-person attendance. The report states that “there is very little evidence that filmed theatre reduces in-person attendance of theatre overall.”
Kerry Radden, associate director at Indigo, said: “Our sector has been worrying about what filmed theatre means since the pandemic. What our research discovered is that filmed theatre has the potential to grow audiences rather than being a threat.” The study also found that filmed theatre skews younger, with over half of under-35s streaming theatre in the last 12 months, and increases access for disabled audiences.
Matt Risley, NT chief digital officer, said: “Filmed theatre should never be framed as replacing the magic of a live performance; it’s a complementary offer.” Industry figures noted that filmed theatre extends the life of productions and allows for greater artistic control, with director Justin Martin emphasising the potential of closeups and multiple camera angles to enhance the experience.
