Audience Development in Theatre with a Focus on Young Audiences

This bachelor’s thesis explores audience development in the context of theatre, with a particular focus on adolescent audiences. The aim of the thesis is to examine whether accompanying programmes have a positive impact on repeated theatre attendance and identifies the types of activities that are most appealing to young people. The theoretical section outlines the key functions of theatre, discusses the main tools and benefits of audience development, and the characteristics of adolescent audiences. It also reviews selected approaches used by cultural institutions to engage with audiences. The empirical part of the study is based on a questionnaire survey conducted among 171 students at a secondary school in Prague. The findings suggest that the most preferred types of accompanying programmes among adolescents are backstage tours, rehearsal viewings, and discussions. However, no significant relationship was found between participation in these programmes and repeated theatre attendance. At the same time, the survey revealed that nearly half of the respondents had never taken part in any accompanying programme, indicating a gap that could be addressed through more effective promotion, particularly via social media. The results also highlight the importance of maintaining cooperation with schools, which remain a crucial channel for introducing young people to theatre and, in some cases, their only opportunity to attend a theatre performance.