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’velaunched 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
What does this mean for creators?
This feature is designed with creators in mind. It’s simple, seamless, and built for the kind of organic, fun, and authentic content TikTok thrives on. You can:
Share your experience and love for theatre in an even more engaging way
Tag the shows you love directly in your content
Help your followers easily book tickets without leaving the app from a safe and secure site
Behind the scenes
Ahead of this launch, we’ve relaunched our own TikTok channel, focusing on social-first, creator-style content. In the first three months, we reached over 10 million impressions and built a growing community of theatre fans.
We’ve also been working directly with theatre-loving creators, bringing them to shows like Mean Girls, Clueless, and Magic Mike Live - always with an emphasis on authentic, creator-led storytelling.
What’s next?
This partnership marks an exciting step forward - not just for theatre, but for how we share and experience it. London Theatre Direct, by joining forces with TikTok, are striving to celebrate creativity, champion accessibility, and inspire a new generation of theatre-goers.
Follow us on TikTok for exclusive content, behind-the-scenes moments, and great deals on your favourite shows in London. Whether you're discovering your next theatre obsession or looking for the best seats at the best prices, our TikTok is your ticket to the magic of the West End.
Want to work with us? If you’re a passionate creator, we’d love to hear from you - drop us a DM on Instagram or TikTok to find out how to get involved.