Prepared for Justone | Delivered February 5, 2020
Live Ticketed Entertainment Market in the US
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To provide insights and case studies on the growth of immersive theater within the live ticket entertainment category. To determine the segment's growth in the past few years as well as estimated future growth.
Immersive Theater Growth
The number of immersive theater shows has grown
2011 to 2018
in Los Angeles.
However, immersive theater's growth in other areas such as
not as high
Statistics show that immersive show companies are only producing an average of only
2 shows per year
immersive theater companies announced their shutdown in 2018 alone.
This mirrors the national average of
of small businesses in general failing in their first year.
reports that major immersive theater providers such as Punchdrunk and Hook & Hartshorn anticipate
'explosive growth' in 2020
Reasons for Growth
noted in 2016 that "Google searches for “immersive theater” have spiked in the past couple months, as
have been produced in
more and more cities
According to the ticket provider, there are
5 major reasons
why immersive theater is growing as a segment within the live ticketed entertainment category.
First, audiences want to
through an offline experience.
with new people including performers, speakers, and other guests.
crave stimulation of their imagination
through the storytelling experience.
Fourth, immersive theaters offer an
opportunity to explore
non-traditional venues such as public parks, abandoned warehouses, basements or formerly inaccessible buildings.
Fifth, audiences today are looking for
stimulation and excitement
beyond a passive perspective.
The Stage Awards reported that
Guild of Misrule
immersive theater company noted that
of its audiences were
According to Google Analytics,
in immersive theater grew steadily from
2011 to 2018
The article reported that user search interest in immersive theater
peaked in 2017