UK Theatre has commissioned arts charity the Audience Agency to collect and analysis data on theatre ticket sales.
The aim of this is to generate “more accurate reporting” on sales data and to “paint a far richer portrait of theatre and the performing arts across the UK”.
The Audience Agency, which aims to help arts organisations to use data to improve their relevance, will auto-collect sales data using a tool called Audience Finder from more than 200 theatres across the UK.
More than 800 arts organisations across the UK are already contributing data to Audience Finder.
UK Theatre head Cassie Chadderton said: “This exciting new partnership between UK Theatre and the Audience Agency will enable us to report with increased accuracy on the contribution of theatre and the performing arts to the UK’s creative industries.
“The insight gained through Audience Finder will help UK Theatre further demonstrate the vital importance of theatre and the performing arts to the national economy and cultural life in the UK, and we are excited to see the results.”
Anne Torreggianni, the Audience Agency’s chief executive, added: “We are delighted to be able to provide the ease and efficiency of data collection and analysis to UK Theatre members that will help them to focus their energies more than ever on their audiences.”
Arts Council Wales has also announced a partnership with the Audience Agency to provide insights into audience data for Welsh theatre venues and companies.