Study of the Influence of Digital Platforms on Theatre Audience Development in Lagos State

Digital platforms have transformed how theatre is discovered, marketed, and consumed, and examining their influence on audience development for stage theatre in Lagos State provides insight into contemporary Nigerian arts ecology. This study examined how digital platforms influence theatre audience development among theatre practitioners and audiences in Lagos Island and Lekki Local Government Areas, Lagos State. A mixed-methods design employed online surveys distributed to 200 theatre audience members and semi-structured interviews with 15 theatre producers and marketers. Results showed that 72 percent of Lagos theatre audiences discovered productions primarily through social media (Instagram and WhatsApp). Online ticket booking was used by 65 percent. Live streaming of productions had been viewed by 41 percent, though only 23 percent said this replaced rather than supplemented physical attendance. Theatre companies with active Instagram engagement showed ticket sales growth of 30 to 45 percent compared to companies without social media presence, as reported by producers. Younger audiences (18 to 30 years) relied more heavily on digital discovery while older audiences (above 45) still depended on word-of-mouth. Challenges included internet cost and data consumption for video marketing. The study concludes that digital platforms are essential for audience development in contemporary Lagos theatre. Recommendations include a digital marketing training programme for theatre producers, subsidised social media advertising for small companies, and a dedicated Lagos theatre digital platform aggregating productions.

Keywords: digital platforms, theatre audience, Lagos State, arts marketing, social media