How Digital Opera Inspires Live Audiences
Digital platforms are transforming how we engage with opera, offering new opportunities for audience development. A recent study by Ouazzani, Calderón-García, and Tubillejas-Andrés, published in the Journal of Business Research, explores how opera streaming influences viewer loyalty and their intention to attend live performances. The findings provide valuable insights for performing arts organizations navigating the digital landscape.
A Tale of Two Streaming Platforms
The study focused on viewers of two leading opera streaming platforms:
Staatsoperlive.com (now play.wiener-staatsoper.at): A paid service launched by the Vienna State Opera in 2013, offering the largest global repertoire of live-streamed opera, with 50 HD performances and a monthly-updated library of 30 operas each season.
Operavision: A free platform by Opera Europa, broadcasting live and replay operas from over 25 partner houses. Operavision fosters community through a live chat feature during broadcasts and hosts over 40 operas per season for replay.
These platforms represent a spectrum of streaming models, one paid and one free, offering a well-rounded view of audience behavior.
🧠 Behavioral Science Meets Opera Streaming
Enjoyment and the Affect Heuristic:
Enjoyment relates to the affect heuristic—people make decisions based on emotional responses. A positive, enjoyable experience leads viewers to recommend operas to others, spreading engagement through word of mouth.
Learning and the Curiosity Gap:
Learning ties to the curiosity gap, where viewers are naturally drawn to content that fills gaps in their knowledge. Opera streaming that sparks curiosity encourages viewers to subscribe to platforms, driving further exploration of the art form.
Practicality and the Effort Heuristic:
Convenience connects with the effort heuristic—people prefer low-effort options. Streamed opera’s ease of use makes it an attractive choice for repeat online viewing compared to the effort of attending in person.
Streaming as a Gateway to Live Performances
Surprisingly, only learning (epistemic value) influenced viewers’ intention to attend live opera. This underscores the power of intellectual and cultural enrichment to motivate real-world engagement, bridging the digital and physical worlds.
🎟️ Takeaway: Focusing on educational and enriching content can help performing arts organizations inspire audiences to explore live experiences.
🎭 Actionable Insights for Performing Arts Organizations
Highlight Emotional Richness: Use marketing to showcase opera’s drama and joy, tapping into viewers’ emotional connections.
Spark Curiosity: Share behind-the-scenes content, artist interviews, and historical context to deepen engagement and drive subscriptions.
Invest in Quality: Ensure your platform is seamless, visually stunning, and user-friendly to attract repeat viewers.
From Screen to Stage
This research highlights the potential of streaming as a springboard for cultivating new audiences. By leveraging the emotional, intellectual, and practical aspects of their digital content, performing arts organizations can inspire a new generation to experience the magic of live performance.
Credit: Research insights from “Opera streaming: Perceived value as an explanatory factor for loyalty and intention to attend an opera in an opera house.” by Ouazzani, Y., Calderón-García, H., & Tubillejas-Andrés, B.