million are in the theatre market 89% Overall, of the culture market Theatre has a large current in Victoria can be considered to market be part of the theatre market, months. The potential market for play / The market for theatre is large, comprised drama is significant, representing 14% 3.6 million representing of nine in ten people in the culture market of the cultural market. people. (89%). Breaking this down, nearly quarters of the culture market have ever large current Theatre has been to a play (74%), market, half of with just under while nearly half have been in the past three the culture market having years (47%), with a quarter having been in the past 12 attended a play within the past three years. 25% visited in the past 12 The Culture Segment profile of those months 22% visited 1–3 who have ever been to a play is Theatre market penetration years ago very similar to the culture market higher 27% visited 3+ years ago overall, with a proportion of the more 14% been and 11% culturally interested 25% interested 11% never been segments, Expression, 14% and not interested Affirmation, Essence and Stimulation. 27% 22%
million are in the theatre market Overall, 89% of the culture market in Victoria can be considered to be part of the theatre market, representing 3.6 million people. Theatre has large current market, with just under half of the culture market having attended a play within the past three years. The Culture Segment profile of those who have ever been to a play is very similar to the culture market overall, with a higher proportion of the more culturally interested segments, Expression, Affirmation, Essence and Stimulation. Theatre has a large current market The market for theatre is large, comprised of nine in ten people in the culture market (89%). Breaking this down, nearly of the culture market have ever been to a play (74%), while nearly half have been in the past three years (47%), with a quarter having been in the past 12 Theatre market penetration 11% 25% 14% months. The potential market for play / drama is significant, representing 14% of the cultural market. 25% visited in the past 12 months 22% visited 1–3 years ago 27% visited 3+ years ago 14% been and interested 11% never been and not interested 27% 22% quarters
Arts_Vic_v961.docx