A major new survey conducted by Situation UK in partnership with the Society of London Theatre (SOLT) and UK Theatre has revealed the reasons why London theatregoers prioritise live performance – with theatre firmly established as both a source of joy and a social occasion.
The Theatregoing Gap survey, carried out between 21–31 August 2025 with 11,770 participants, sheds light on what motivates audiences to attend, how they spend, and the different ways they approach booking.
Key findings include:
Entertainment and connection are the top drivers:
Across all audience groups, the number one reason for choosing theatre is to enjoy something entertaining, light-hearted, and fun.
The second most important motivator is connecting with family and friends on a night out – underlining the role of theatre as a social and celebratory activity.
Theatre is most often a shared experience:
The majority of respondents attend in pairs, making theatre a fundamentally social activity across the board.
Frequent audiences are more likely than avid theatregoers to attend in larger groups, reinforcing theatre’s position as a collective cultural event.
Frequent audiences treat theatre as a premium outing:
Those who attend less often are more likely to describe their visit as a special occasion and spend more per ticket on average.
Avid theatregoers keep costs lower by shopping around, seeking discounts, and booking earlier, making theatre part of their regular leisure mix.
Booking decisions rely on trust and recognition:
Audiences are most encouraged by strong signals of quality – whether that’s a beloved story, a positive reputation from earlier productions, or a buzz that spreads quickly among peers.
Avid theatregoers, in particular, show high levels of confidence, with many happy to book before a production even begins performances.
Leisure patterns differ:
Avid audiences report more evenings available for cultural activities, while less frequent visitors have less time but choose theatre as their preferred treat.
These insights sit alongside SOLT’s official 2024 box office data, which showed that theatre remains accessible despite rising costs: the majority of West End tickets sold were £56 or less, nearly a quarter were priced under £35, and fewer than 4% exceeded £150 – during a year that welcomed a record-breaking 17.1 million attendees.
SOLT & UK Theatre Co-CEO Claire Walker said:
“This research tells us why audiences make theatre their first choice: they come for joy, and they come to connect. Whether it’s a family celebration, a night out with friends, or part of a regular cultural routine, theatre offers something audiences cannot get anywhere else.
“It’s clear that those less frequent visitors are willing to pay more for those big, special occasions, while avid theatregoers sustain the industry by making theatre a habit. For our sector, the challenge and the opportunity is to keep theatre affordable at every level, while continuing to highlight the joy and trust that drive people to book tickets.”
Situation UK Executive Director Pippa Bexon said:
“This research affirms theatre’s vital place in today’s entertainment landscape. From passionate theatre enthusiasts who view live performance as essential to their lives, to those who attend for special occasions, every single audience member matters to our community.
“The findings illuminate what our diverse audiences value most and reveal the thoughtful ways they choose to invest their time and resources in theatre. Armed with these insights, we can do an even better job of welcoming newcomers while keeping our longtime fans engaged, fuelling the continued growth and vibrancy of our industry.”
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