Audiences who are attending immersive experiences are more representative of the UK population than those of ‘traditional’ arts and culture.
Published 25 June 20244 min read
The Immersive Audience Report 2024 has found that audiences who are attending immersive experiences are more representative of the UK population than those of ‘traditional’ arts and culture.
The report, which is published today (Tuesday 25th June), is the first comprehensive mapping of live/location-based immersive experience audiences in the UK.
The research found that audience members for live immersive experiences discern preferences between different styles of immersive experience but are always seeking tangible real-life experiences that are value for money and can be experienced with friends.
Dr Joanna Bucknall, Lecturer in Modern and Contemporary Drama and Theatre at the University of Birmingham and Immersive Experience Network Co-founder, who led the research said: “We surveyed 2000 UK adults who have attended an immersive experience in the last year, to find out who is going to these…
