Big news from the West End: TikTok and London Theatre Direct have teamed up to ignite London theatre audiences, and it’s about to change how you discover and book tickets for your favourite shows.

In a groundbreaking new partnership, we’ve launched a brand-new ticketing integration on TikTok. This global-first for theatre links the magic of the stage with the power of social media, allowing creators to add a ticketing anchor directly to their videos, connecting content with the shows they love in just a few taps.

Why now?

The numbers say it all. In 2023, the West End hit a historic milestone with over 17 million attendees and £1 billion in revenue. Theatre is booming, but the average audience is still skewing older, with most ticket buyers aged 45+. As an industry, we recognise it’s time to invest in the next generation of theatre-goers.

And that’s where TikTok comes in. For many young people, their first interaction with theatre now comes from a viral video. Whether it be a behind-the-scenes clip, a glowing review, or a reaction at stage door, TikTok has become a modern-day discovery tool, breaking down barriers and helping people feel that theatre is for them.

What’s the feature?

The new integration lets anyone easily add a link to their content that takes viewers directly to the ticketing journey, all within the app, and powered by London Theatre Direct. Whether you're sharing your latest theatre night out, highlighting hidden gems, or helping followers find the best seats at the best prices, the path from TikTok scroll to theatre seat is smoother than ever.

And that price point matters. According to The Stage, 24% of all West End tickets sold in 2024 were under £30, and most were under £56 - proving theatre is more affordable than traditional media headlines lead us to believe. This new tool helps creators shift the narrative and show audiences that magical nights out don’t have to break the bank