Guide

The performing arts guide to going virtual

Unlock new audiences and drive more revenue with Vimeo OTT.

Putting your show on the virtual stage

Performing arts institutions have faced a host of challenges in recent years. But the resiliency of the organisers and artists who make up those establishments have done what they do best – get creative – to keep their lights from dimming. By offering online programming in addition to their in-person slate, arts organisations have not only been able to weather a global pandemic, but unlock new opportunities for their businesses by:

Connecting with their existing audience
Attracting new patrons and donors of all ages
Developing a new stream of revenue to complement live performances

Organisations around the globe are using Vimeo OTT to build polished, Netflix-style viewing platforms for new, global audiences – no coding or streaming experience required. Not sure where to start? That’s okay – here are three questions to answer to prepare you for the virtual plunge.

How will you start producing content?

Rule number one: don’t worry if you don’t have a ton of existing video content. If you can time your virtual launch with an upcoming season or performance, promoting future events is enough to entice people to pay for your content.

If you do have an existing library of content, even better: you can start by making past performances available for your audience to watch on demand on your channel, and even cut down content into teasers or trailers to drive new audiences to your virtual shows. While you’re preparing, plan to invest in some camera equipment, and gather tech savvy team members to begin filming rehearsals and practice shows to work out the kinks.

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How will you make your virtual performances profitable?

Many performing arts organisations offer membership models, which allow your audience to pay a single flat rate (usually monthly or annually) to access a slate of programming. You can also explore offering access to single performances for a one-off fee, either offered via live stream or from a back catalogue of content.

So how much should you charge? That all depends on your scale, release cadence and production abilities. Consider how much your audience pays now and what a new, digital audience might be willing to pay for your new streaming content. What price point do you need to hit your membership or donation goals?

The National Theatre, for example, charges roughly €12 per month to access their catalogue of 50+ titles – but it’s not uncommon for orgs to offer monthly fees or single tickets to first-run shows at up to €30 a piece.

Where will your content live?

You’ve already got a loyal list of IRL patrons – now it’s time to make a place for those people (plus brand new audiences!) to gather and watch your shows. You’ll want to create a website – if you don’t have one already – to house your performances.

Once you’ve got a responsive home for your content, you’ll want to get the word out! Promote your site by featuring snippets of your video content via email blasts, Instagram and Facebook posts, or wherever your community gathers.

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Vimeo OTT

Vimeo OTT helps bring your performances to life

Stellar support

A dedicated account manager will guide you on brainstorming content strategies, selling subscriptions, and more. Plus, your patrons will receive our customer support for help with streaming, account, and more.

Working with you

Our tech is designed to work with the systems your organisation already uses. Whether it’s ticketing software, an existing website platform, or your own custom API, our services work with and around what’s already working for you and your team.

Grow your channel

Vimeo OTT offers global support including language and currency, and provides step-by- step guidance to develop app support on platforms like Apple iOS, Android, Apple TV, AndroidTV, Roku, Amazon Fire TV, and more.

Sustainable pricing

The best bit? Vimeo OTT won’t cost you an arm and a leg – you can launch a channel for as little as $1 per subscriber.

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