Case overview
The British Museum has long been a pioneer in using innovative approaches to reach global audiences. In 2006 the British Museum launched its YouTube channel.
In 2013, the museum put in plan a 90-minute live broadcast that allowed an off-site live streaming of one of their most famous exhibition of the times the “Life and Death in Pompeii and Herculaneum.”
This initiative allowed audiences worldwide to experience the exhibition in real time, demonstrating the museum’s commitment to accessibility and digital engagement. Since then the museum has developed this off-site mediation with a YouTube channel dedicated for live streaming and recorded events, that have allowed to effectively expand its reach and provide interactive and inclusive experiences that cater to global audiences.
Implementation actions
Platform selection: The British Museum selected YouTube for its broad accessibility, multilingual interface, and interactive features like live chat, which facilitated real-time audience participation.
Content design: The museum tailored its YouTube content to include live tours, behind-the-scenes looks at exhibitions, expert interventions and thematic discussions. These events feature accessible elements like subtitles and visual descriptions to ensure inclusivity for individuals with hearing or visual impairments.
Engagement strategies:
- Interactive features: Live Q&A sessions allow viewers to engage directly with curators, enhancing accessibility and interaction
- Inclusive narratives: Efforts were made to use plain language and culturally diverse examples to make the content relatable to a wide audience
Promotion: The museum uses its website, email newsletters, and social media platforms to promote live-streaming events, ensuring broad visibility across its audience base.
Results
The British Museum’s adoption of YouTube for live streaming has yielded significant results, notably enhancing global accessibility to its collections and educational programs. By offering virtual tours and live events, the museum has reached audiences worldwide, including those unable to visit in person due to geographical or physical constraints. This digital engagement has not only broadened the museum’s reach but also fostered a more inclusive approach to cultural dissemination.
Challenges and learnings
However, this initiative has presented challenges. Ensuring high-quality streaming requires substantial investment in technology and technical expertise, which can strain resources. Additionally, while live streaming increases accessibility, it may not fully replicate the immersive experience of physical visits, potentially affecting audience engagement. The museum continues to address these challenges by refining its digital strategies and seeking innovative solutions to enhance virtual interactions.
Key takeaways
YouTube is an effective platform for off-site digital mediation, offering inclusivity through features like subtitles and live interaction.
Thoughtful planning and accessibility enhancements can help museums connect with diverse audiences worldwide.
Collaboration with technical teams and pre-event testing are critical for delivering high-quality live streams.
Ressources
British Museum official website
British Museum YouTube Channel