A portrait of the audience of digitalized performance: the distinctive characteristics of the Chinese theatre audience

Purpose This paper investigates the profile and digital engagement behaviours of Chinese performing arts audiences during the COVID-19 lockdown, assessing the potential impact of digitalized theatre on future international outreach. Design/methodology/approach Employing a triangulation methodology, this empirical research integrates quantitative and qualitative data collected through a survey questionnaire and in-depth interviews. The paper explores the under-studied Chinese performing arts market and its young audience through the quantitative and qualitative data. Findings The findings reveal the distinctive characteristics of Chinese performing arts audiences, who are notably younger and more predominantly female than their extensively researched European counterparts. Despite their familiarity with digital formats, Chinese audiences express a strong desire for the resumption of live performances, particularly international productions. Although digital performances are shown to have been embraced during the pandemic for their accessibility and novelty, they are generally perceived to be cinematic experiences rather than true replacements for live performance. Practical implications Practically, the research suggests that performing arts organizations can use digital engagement strategically as a precursor to expensive physical tours, particularly in the dynamic Chinese market. However, it highlights the limitations of digital accessibility in diversifying the socio-economic composition of the audience, especially the Chinese audiences' participation with “uncertified” digitalized performance content, emphasizing the necessity for more inclusive digital outreach strategies. Originality/value The paper’s original contribution lies in its empirical exploration of the digital engagement and demographic profiles of Chinese theatre audiences during the pandemic, providing valuable insights into audience behaviours and preferences, and the potential for international cultural exchange in the digital age.