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. Instead, they make audiences more adventurous and expand the reach of theatre.
Key Findings of the Research
The study, conducted by the agency Indigo, surveyed around 5,500 people in the UK over 11 days. It revealed that 93% of respondents who watched at least one filmed theatre production in a cinema or via streaming also attended a live performance in person. The report states that there is very little evidence that filmed theatre reduces overall in-person attendance.
Benefits of Watching Theatre at Home
When asked about the benefits of watching theatre at home, the most popular response was the convenience of watching at one's own pace, including the ability to pause and return later. The second most popular benefit was discovering new performances not previously considered. Other advantages included rewatching shows already enjoyed live and watching more performances than would be possible in person.
Audience Demographics and Accessibility
The research found that filmed theatre skews younger than in-person audiences, with over half of under-35s streaming theatre in the last 12 months. Streaming also increases accessibility: 20% of those who watch filmed theatre at home are disabled, compared with 15% of in-person audiences.
Impact on Theatre Attendance
Indhu Rubasingham, director of the National Theatre, noted that the boom in filmed theatre raised concerns about its impact on live attendance. However, the research shows it is complementary rather than competitive. 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 to the live experience."
Hierarchy of Choice
The study identified a hierarchy of choice in how to watch theatre, with in-person performance remaining the clear preference at 89%. Matt Risley, chief digital officer at the National Theatre, emphasized: "Filmed theatre should never be framed as replacing the magic of a live performance; it's a complementary offer that can lower barriers, support discovery and keep people connected to theatre over time."
Industry Perspectives
Tom Powis, executive director of Wessex Grove, said filmed theatre boosts the life of productions that have short, finite runs. Director Justin Martin, whose productions of Prima Facie and Inter Alia became NT Live hits, noted that filmed theatre is becoming more sophisticated. He likened close-ups in the film version of Inter Alia to his own rehearsal room experience, allowing audiences to see performance details often missed in a live setting.
Future of Filmed Theatre
Martin suggested future filmed theatre productions need to be savvier, using more cameras and different angles to push the art form further. He and playwright Suzie Miller are planning a third play to complete a legal trilogy, resulting in a streamable trilogy of films described as "an experience you can't have in the theatre, like a box set."
Success Stories
Prima Facie has been watched by around 1.5 million people in cinemas since its 2022 release. Inter Alia was broadcast live to 50,000 people across the UK and has been seen by more than 450,000 people worldwide via NT Live, over seven times its in-person audience at the National Theatre. It is currently playing in the West End and will transfer to Broadway later this year.
Rubasingham emphasized that NT at Home and NT Live are not side projects but integral to meeting audiences where they are and extending the life and reach of performances.
