MACTThe Challenge of Attracting Young Audiences
Theatre has long grappled with the challenge of engaging younger audiences. A 2019 report by the National Partnership for Culture highlighted the declining attendance among youth, with only 28% of 16-24 year olds having attended a theatre performance in the past year. This trend is driven by various factors, including the perception of theatre as an outdated art form, competition from digital entertainment options, and the high cost associated with theatre-going.
The rise of streaming services, social media, and video games has created a vast array of entertainment choices for young people, often more affordable and accessible than traditional theatre. Moreover, the theatre experience itself may be perceived as formal, rigid, and disconnected from the interests and lifestyles of younger generations. Overcoming these barriers requires a multifaceted approach that rethinks the theatre experience, leverages digital platforms, and fosters a deeper connection with youth culture.