On August 27, the Shanghai Grand Theater will celebrate its 26th anniversary. Based on a survey of 3,018 audiences, the Shanghai Grand Theater released the "SGT Audience Cultural Consumption and Performance Trends Survey". The data shows that women account for nearly 70% of the S

html On August 27, the Shanghai Grand Theater will celebrate its 26th anniversary. Based on a survey of 3,018 audiences, the Shanghai Grand Theater released the "Sgt Audience Cultural Consumption and Performance Trends Survey". The data shows that women account for nearly 70% of the Shanghai Grand Theater audience, with young and middle-aged people aged 18 to 45 becoming the main force. Regarding the audience, 74.1% of the surveyed audiences invested more than 1,000 yuan in watching performances every year, and 15.3% of the audience watched the performances more than 10 times.

found in a survey of fellow performance watchers that the trend of personalized performance viewing has increased significantly, and the emerging "i people" audience group has gradually entered the public eye. "i-人" is an Internet buzzword derived from a personality test popular among young people. "i" stands for intraversion. "i people" are introverted but rich in heart. They choose to enjoy the charm of art alone and are willing to share their viewing experience with others through online platforms. Comparing the 2017 survey data, the proportion of audiences watching performances alone increased from 4.5% to 29.6%, an increase of 25.1%, becoming the group with the largest increase.

The situation of Shanghai Grand Theater audience members attending performances in 2017 and 2024 (%)

Interestingly, people have a strong demand for cultural experience sharing. Survey data shows that 88.5% of the interviewed audiences will post their viewing experience and evaluation on social media and Moments. Among them, 47.8% choose to share their viewing experience in circles of acquaintances such as WeChat Moments. Graphic and text-based social media platforms such as Xiaohongshu and Weibo with the nature of "planting grass" and "amway" are very popular among young people. This type of audience uses online platforms to find "fans who watch performances" and spontaneously interact with each other. discuss.

Four types of audience portraits, which one do you belong to? On the occasion of

's birthday, the Shanghai Grand Theater commissioned a combination of financial analysis and population sampling survey to calculate theater asset income, measure brand strength and brand multiplier, and complete the "Shanghai Grand Theater 2024 Brand Value Assessment Report". The report shows that the Shanghai Grand Theater's brand value range has increased from 98 million yuan to 102 million yuan in 2017 to 313 million yuan to 327 million yuan in 2024, an increase of more than three times, and the brand reputation and competitiveness have improved in both directions.

The Berlin Philharmonic Orchestra broke multiple performance records for classical music at the Shanghai Grand Theater

It is worth noting that the "uniqueness" of the performance (35.5%) has become an important reason why many audiences choose to visit the Grand Theater to watch performances. Take the Shanghai Grand Theater as the Berlin Philharmonic Orchestra's "main performance venue" in the summer of 2024 as an example. The top-notch music feast for seven consecutive days has broken many performance records for classical music. According to statistics, more than 10% of overseas audiences and 47% of out-of-town audiences took high-speed trains in the rain to attend concerts. During the "Berlin Philharmonic in Shanghai" period, taxi orders in the People's Square business district increased by 3.6% week-on-week. Orders for restaurants and hotels near the Shanghai Grand Theater showed an increase. Sales of nearby restaurants generally increased by 30%-40%. Shanghai Grand Theater The theater cafe also hit a new single-day sales record during the year, with sales increasing significantly by about 65%.

More and more audiences regard going to the theater to watch performances as an important choice for daily culture and leisure. 60.3% of the audience choose to go to the theater during holidays and leisure, and cultural consumption has gradually become a life habit. Through the analysis of "the main reasons why the Shanghai Grand Theater attracts audiences to watch performances", it was found that performances that meet the audience's interests (55.5%), performance quality is guaranteed (52.9%) and diverse repertoires meet different needs (52.2%) are the most important factors for the audience. The three most attractive aspects are that the Grand Theater is extremely competitive in terms of repertoire content, quality and type.

Big data analysis results show that the audience visiting the Shanghai Grand Theater in 2023 covers 31 provinces, municipalities and autonomous regions across the country. In addition to local residents in Shanghai, the proportion of visitors from the Yangtze River Delta regions such as Jiangsu (4.30%) and Zhejiang (3.36%) It is relatively high, with more viewers from Sichuan and Yunnan provinces in the southwestern provinces and cities, and more viewers from Beijing and Liaoning province in the north.

Going to a city for a performance, cross-city and cross-border performances are increasingly becoming a trend, and the influence of the Shanghai Grand Theater is radiating across the country and even the world.In the questionnaire for potential audiences, 70.6% of the respondents believed that the Shanghai Grand Theater is the city’s cultural business card, and 62.4% believed that the Shanghai Grand Theater played an important role in attracting more foreign tourists and increasing the popularity of the city.

Judging from the age distribution of the audience, young and middle-aged people aged 18 to 45 are the main audience of the Grand Theater. Interestingly, compared with the 2017 survey data, the proportion of viewers aged 36 and above has increased, especially the proportion of viewers aged 36 to 45, which has increased by 21.1%, showing a trend of cross-generational integration and expanded coverage.

analyzed the audience's leisure preferences and performance consumption investment, and found that the daily cultural and leisure life of Grand Theater audiences is relatively rich, and their preference for live performances makes their investment in performance consumption higher. The data shows that "watching live performances" (54.3%), "watching art exhibitions" (44.1%) and "watching movies" (40.9%) are the choices that account for the highest proportion of audiences' daily leisure and entertainment life. They are highly demanding for comprehensive experience. There is a clear preference for cultural and artistic entertainment and leisure activities that can be seen, heard and felt. In terms of cultural consumption, 74.1% of the surveyed audiences spend more than 1,000 yuan on performances every year, of which 56.5% spend between 1,000 yuan and 5,000 yuan on performances every year. The ratio reached 17.6%. At the same time, the proportion of people who watch performances frequently has increased significantly. The average number of viewers who enter the theater more than three times a year has increased from 68.4% in 2017 to 81.9%, and the number of people who watch performances more than 10 times has increased significantly. The ratio reached 15.3%, which can be regarded as a truly senior audience of the grand theater.

The entertainment and leisure style of Shanghai Grand Theater audiences (n=2514, %)

Many audiences mentioned that the Shanghai Grand Theater was the place where they were exposed to art and learned about performances since childhood, or they watched their first musical here. , or participated in the "Art Class" of the Grand Theater. As the first theater in China to set up a dedicated art education department, the Shanghai Grand Theater strives to provide audiences with high-quality public cultural services. It holds more than 160 art education sessions annually on average, and launches "art classrooms", art experience workshops, and "next stop, "Theater" art tour, theater open day and other brand projects. From "artistic enlightenment" to "falling in love with the theater", in the more than 20 years since its establishment, a generation of audiences have developed good viewing habits and become mature art consumers under the company and influence of the Shanghai Grand Theater.

Interest and content are still the core factors in attracting audiences to the theater. 61% of the interviewed audiences went to watch performances because of the "participation of their favorite theater troupe or artist". Word-of-mouth communication has also become an important factor. 44.8% of the interviewed audiences Audiences will come to the theater because of positive reviews on social media, and 40.1% go to the theater on the recommendation of relatives and friends nearby.

The public space of the theater has also become a hot spot for sharing on social media. The Grand Theater's diversified business operations allow more and more audiences to easily enter the theater during their leisure time. For example, the 1998 Lounge and Zhuoma Cafe, which opened at the end of 2023, have quickly become popular check-in places on social media. Research shows that About 1/5 of the audience expressed their love for the a+ Art Gallery, which includes the Green House Cafe, Stargazing Ballroom, and Art Shop. From the main performance hall to the intimate small theater, from the exquisite art gallery to the comfortable cafe, each space provides a unique experience for the audience.

Art Collection Hall will be open for a limited time

Starting from August 25, the Shanghai Grand Theater will hold a series of celebration activities, including "Sound for AI" Shanghai Grand Theater Art Experience Day, 300fun Art Market, and "Phantom Journey" 20-year actor sharing A series of celebration activities will be launched one by one, including special editions of "Art Monopoly", "Musical Time Machine" pop-up performances, interactive workshops, etc. The art collection museum will also be open for a limited time. On the anniversary night of August 27, the original classic musical "The Phantom of the Opera" kicked off its first performance at the Shanghai Grand Theater. This was the return of the "Phantom" after an absence of 20 years, and it was also a birthday performance with special significance.