Alternative Content – understanding audiences
Audiences Wales’s box office analysis programme, The Knowledge, has highlighted the development of Alternative Content programming as one of the most significant areas of growth for theatre venues in Wales.
There are a number of venues presenting Alternative Content in Wales. These venues have identified that while the live experience is unique, Alternative Content provides a high quality product, a different experience for audiences, and an important opportunity to engage with current and new audiences.
Audiences Wales has been awarded Lottery funding through the Arts Council of Wales to undertake a programme of research with venues, companies and audiences to understand their needs, and the opportunities and implications of programming Alternative Content.
Our research will draw together existing research from across the UK, Europe and US, analysis of programming and audiences through The Knowledge, consultation with venues and companies, and research with audiences in Wales.
Our aim is to understand Alternative Content audiences, to enable theatres and production companies to maximise the opportunity and establish a competitive advantage, and to develop programming and marketing approaches.
The research report will be made available, free of charge, early next year.
Audiences Wales’ Alternative Content research is funded by the Arts Council of Wales through the National Lottery.