London Theatre Direct and TikTok join forces to champion UK theatre

A ticketing and discovery partnership has been today announced…

In a new partnership that will redefine how people can discover and purchase London theatre tickets in a world of digital creativity and exploration, London Theatre Direct, the trusted leading provider of theatre tickets in the UK  -in fact one of the very first websites to sell theatre tickets online – today announced a ticketing integration with TikTok – connecting an online community with in person events.

Johan Oosterveld, CEO of London Theatre Direct:

“We’re committed to meeting audiences and creators where they already are. This partnership opens up access to live theatre for a new generation, making it easier for people to discover, share and book directly through the platforms they use every day. By combining our secure ticketing platform and wide-ranging theatre inventory with TikTok’s reach, we’re providing new ways for people to connect with live performances.”

The partnership enables creators to effortlessly link their content directly to live theatre events, empowering audiences across the globe to discover and purchase theatre tickets in just a few taps. Since its inception in 1999, the passionate team of theatre and ticketing experts at London Theatre Direct have been offering audiences safe and secure access to tickets for the very best of the West End, including London musicals, plays, dance performances, opera, concerts and comedy shows – to name a few.

Now, the next generation of theatre-goers can access unforgettable moments from the creators they love, all through a platform they already use every day.

London Theatre Direct & TikTok launch partnership launch event today, June 23rd

Isaac Bess, Global Head of Distribution Partnerships, TikTok:

“At TikTok, we’re always exploring new ways to bring culture closer to our community. So today we are excited to announce a partnership with London Theatre Direct to introduce an integrated ticketing anchor. This will enable regular theatre-goers and new audiences alike, to discover and support live performances like never before.”

TikTok has quickly become the go-to destination for theatre lovers and talent alike, as millions of videos are created using the hashtags #theatre, #musical, inspiring more audiences than ever before. Creators and performers are using the platform as their virtual stage; fans are sharing their favourite recommendations and West End heavyweights are using TikTok to share a sneak peek behind the scenes. Reaching both passionate fans and those who are discovering theatre for the first time.

London Theatre Direct has a mission to provide users with the best theatre experience, ensuring a smooth and stress-free experience every step of the way. This new TikTok feature is now a crucial part in delivering this mission, allowing TikTok creators to simply add a ticketing anchor link to their content and support the theatres and performances they love most.

With over 15 million tickets sold for more than 6,000 shows to date the new collaboration marks a significant step in the ongoing transformation of live events into a digitally native experience.

As users increasingly turn to TikTok as a go-to place for search and discovery, this allows consumers to find, research and book content all within the app. As digital creators increasingly turn to live performance and interactive experiences to engage their communities, this integration provides a powerful, intuitive bridge between content and commerce.

The London Theatre Direct ticketing feature is now live and available to all TikTok users.