Livestreaming at ITA and NDT

Streaming expands your audience reach

Why should you stream? According to Wouter van Ransbeek (ITA), this question is paramount when considering streaming performances. Do you want to make existing performances more accessible and inclusive? Or do you want to reach an international audience with new programming? These considerations about who you stream for and what you program also determine how you approach the process.

Creating a digital, live experience

Joost Poort talks about the development of livestreaming at NDT: “NDT is a creative house where things are made possible, even when they sometimes seem impossible. We started with a low-threshold setup: a wide shot, a medium close-up, and a close-up. For some ballets, we added a fourth flexible camera for an extra artistic layer.” The goal was always to create a digital, live theater experience.

For each performance, they further developed their livestreams and platform. After an experimental phase, they now present fully-fledged online performances on the digital stage. By working iteratively, NDT was able to develop the business model around livestreaming without making large investments upfront.

Collaborating and sharing knowledge

ITA had a similar approach. Wouter van Ransbeek therefore sees opportunities in collaboration: “It is illogical and inefficient for everyone to reinvent the same wheel. And it’s quite a big wheel. Knowledge in the field of livestreaming within the performing arts is relatively fresh and is now experiencing a big boost.”

ITA and NDT explored how they could use the camera on the floor itself. For example, at NDT, a dancer with a camera takes the audience along from a unique visual perspective. ITA works with a fixed camera crew and director who have experience recording live events such as sports matches and pop concerts; professionals who are used to freedom of movement. This way, they add new artistic elements to productions for digital visitors. A clear added value that translates into the number of tickets sold worldwide. This makes livestreaming a complement to physical performances.

Hybrid or online only?

You can offer livestreams in a hybrid form or as the only option. This also affects your processes. In a hybrid format, you must also consider the audience in the room during the recordings. The presence of cameras should not disturb their experience. A performance that is specifically developed and performed for digital reach provides freedom.

Online interaction and audience engagement

Physical and digital are never exactly the same. Interaction with the audience is challenging; so far, digital introductions and meeting places for visitors cannot be compared to their regular alternatives. However, companies can bring their performance directly close to the audience, gaining insight into their visitors.

Based on audience research, ITA knows that many new viewers are watching online performances. These are audiences who had not previously attended ITA in person. Also, most people watch the performances all the way to the end.

NDT sees a direct connection between the company and the audience at a distance. For insights into visitor data, they are no longer dependent on a theater. All information is located and distributed through NDT channels. This makes it easier to engage people with the company. Joost also sees potential from digital to physical: “People get to know our offerings from the comfort of their living rooms, and then they can take the step to the theater themselves. This way, offering performances online ultimately benefits the theaters as well.”

Streaming as part of your process

ITA and NDT have consciously not created a separate department for streaming. Precisely because offering livestreams impacts all layers of the organization.

In marketing communication and sales, they see that visitors often buy tickets closer to the performance date. After all, the online venue can never sell out. The marketing departments capitalize on this by running extra campaigns in the week before the show.

Production and technology also see their work processes change due to livestreaming. For instance, scenarios must be developed for all technical possibilities and unforeseen situations. For example, the stream going down or a platform malfunction.

This article was created in collaboration with Guido Jansen. With thanks to Wouter van Ransbeek and Femke de Veer (ITA) and Joost Poort (NDT).