WhatsOnStage
WhatsOnStage is a London-based online theatre platform founded in 1996, serving UK consumers with 14K+ show listings, editorial reviews, and independent ticket booking, while supporting theatres and advertisers through promotional distribution and advertising products under AudienceView ownership.
- Company typePrivate
- Founded1996
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What WhatsOnStage does
WhatsOnStage is a London-based consumer theatre platform founded in 1996 that has operated for over 26 years as the leading UK theatre information and ticketing website. The platform provides UK theatregoers with comprehensive show listings (14K+ performances nationwide covering West End, Off-West End, and regional theatres), editorial content (news, reviews, interviews, videos, features, and the Stage Names performer biography database), and an independent ticket booking service integrated via white-label partnerships with Ticketmaster and other UK ticket agents with capped booking fees. The company also operates two sub-brands: the WhatsOnStage Awards (now in their 23rd year, the only major UK theatre awards voted entirely by the ticket-buying public) and the Theatre Club membership programme with 1.5K+ active members receiving post-show Q&As, group outings, and meet-and-greets.
The underlying technology is a web-based platform comprising a content management system, a theatre listings database covering 5,000+ live performances at any one time, a ticketing integration API with venue box offices, email marketing infrastructure, and social media integration across Facebook, X, YouTube, Instagram, and TikTok. Audience scale includes 1.3M monthly visits, 800K unique visitors, 2M monthly pageviews, 400K email subscribers, and 640K social media followers. WhatsOnStage was acquired by AudienceView in 2017, joining TheaterMania and OvationTix under a Toronto-based parent serving 2,000+ live entertainment clients across 12 countries and processing approximately $5M in daily ticket sales platform-wide.
The business model generates revenue across four streams: ticket sales commissions on bookings routed through ticketing partners; recurring Theatre Club subscription memberships (annual and monthly tiers with auto-renewal); advertising and sponsorship products including geo-targeted email marketing, run-of-site ads, rich media, newsletter placements, and awards/podcast sponsorships; and event listing and distribution fees from theatres and event organisers with SEO back-link opportunities. Customer segments include UK theatregoers (primary consumer segment), theatre organisations and producers (West End, Off-West End, and regional), and theatre and entertainment advertisers. Named distribution partners include Hampstead Theatre, Almeida Theatre, Curve, Fane, Vangoh, and Layered Reality, with Digitas and RPM as marketing clients.
WhatsOnStage firmographics
Firmographics- Name
- WhatsOnStage
- Legal name
- WhatsOnStage Limited
- Website
- https://whatsonstage.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- WhatsOnStage is a London-based online theatre platform founded in 1996, serving UK consumers with 14K+ show listings, editorial reviews, and independent ticket booking, while supporting theatres and advertisers through promotional distribution and advertising products under AudienceView ownership.
- Ownership category
- akta.pro rank
WhatsOnStage industry classification
Industry- Product category
- Online Theatre Ticketing and Discovery
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Theater, Musicals & Performing Arts (THAJAFAB)
- akta.pro secondary industry
- Theater & Performing Arts Ticketing (HSACALAC)
Keywords
Where WhatsOnStage is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
WhatsOnStage business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- Ticket Sales Commissions: Through commercial partnerships with ticketing affiliates, WhatsOnStage offers an independent booking service earning commissions on ticket sales
- Theatre Club Memberships: Annual and monthly membership programs offering exclusive access to post-show Q&As, group outings at reduced rates, and meet-and-greets with casts. Membership fees paid via UK bank cards with auto-renewal.
- Advertising and Sponsorship: Paid advertising products including geo-targeted email marketing, standard run-of-site ads, high-impact rich media products, newsletter placements, and sponsorship opportunities for the WhatsOnStage Awards and podcast
- Event Listings and Distribution: Listing fees from theatres and event organizers for promotional placement on the platform with back-link opportunities for SEO and direct ticket sales integration
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Theatre Club Annual Membership |
| Subscription | Monthly | Theatre Club Monthly Membership |
| Transaction based/ take rate | Pay-as-you-go | Standard Ticket Booking |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels12 records
WhatsOnStage product offering
Product offeringCore offering
WhatsOnStage is the leading UK consumer theatre website providing comprehensive listings of over 5,000 performances nationwide alongside theatre news, reviews, interviews, blogs, videos, and an independent ticket booking service integrated with UK ticket agents. The platform operates the WhatsOnStage Awards (the only major UK theatre awards voted entirely by the public) and runs the Theatre Club membership programme offering exclusive events and discounted group outings.
Product overview
WhatsOnStage is a consumer theatre website operating as part of the AudienceView portfolio of brands. The platform offers a unified consumer experience combining theatre show listings (over 5,000 performances nationwide), independent ticket sales, editorial content including news, reviews, interviews and video content, alongside the WhatsOnStage Awards (public-voted theatre awards in their 23rd year), and the Theatre Club membership programme. The underlying ticketing infrastructure is powered by AudienceView's theatre ticketing software, which provides API-based inventory access and white-label integration with UK ticket agents.
Differentiator
Problem solved
Functional benefit
Brands
- WhatsOnStage Awards: The only major UK theatre awards nominated and voted for entirely by the public, now in their 23rd year.
- Theatre Club
Products and services
- WhatsOnStage Theatre Discovery Platform
Quantifiable outcome
- Consumer engagement increased 40% over pre-pandemic levels
- +2 more outcomes
Companies that use WhatsOnStage
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
WhatsOnStage technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
WhatsOnStage partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- TicketmastercoreTicketmaster is integrated as a white-label ticketing partner, allowing WhatsOnStage to offer tickets to shows through its platform with sensitively capped booking fees.
- Hampstead TheatreminorEvent listing and promotional distribution partner for WhatsOnStage's marketing services.
- Almeida TheatreminorEvent listing and promotional distribution partner for WhatsOnStage's marketing services.
- Curve TheatreminorEvent listing and promotional distribution partner for WhatsOnStage's marketing services.
- FaneminorEvent listing and promotional distribution partner for WhatsOnStage's marketing services.
- VangohminorEvent listing and promotional distribution partner for WhatsOnStage's marketing services.
- Layered RealityminorEvent listing and promotional distribution partner for WhatsOnStage's marketing services.
Scale indicators14 records
Recent moves8 records
Expansion highlights5 records
WhatsOnStage competitors and assessment
Company assessmentDirect peers
- TodayTix: TodayTix is a mobile-first theatre ticketing app operating in London and other major cities, offering last-minute discounted tickets comparable to WhatsOnStage's ticketing service.
- See Tickets: See Tickets is a UK and European ticketing platform covering theatre, concerts and live events, with comparable ticketing infrastructure and consumer-facing booking experience to WhatsOnStage.
- BroadwayBox: BroadwayBox is a US theatre discount ticketing and editorial platform analogous to WhatsOnStage, combining promotional ticket offers with editorial coverage and audience engagement.
- London Theatre Direct: London Theatre Direct is a UK-based theatre ticket reseller specialising in West End and London shows, competing with WhatsOnStage's ticketing commission business on price and inventory.
- Encore Tickets: Encore Tickets is a UK theatre ticket reseller focused on West End and UK touring shows, directly competing with WhatsOnStage's ticket booking service and affiliate commissions.
- TheaterMania: TheaterMania is a US theatre listings, news and ticketing platform and is a sibling brand of WhatsOnStage under the AudienceView portfolio, with editorial teams collaborating on cross-Atlantic features.
- Official London Theatre: Official London Theatre is the UK theatre industry's official consumer-facing listings and ticketing site for West End shows, directly comparable to WhatsOnStage in serving UK theatregoers with show discovery and ticket booking.
Broad incumbents
- Time Out: Time Out is a global entertainment listings and editorial brand that previously owned WhatsOnStage (2012–2013), and remains a broader competitor covering theatre as part of a wider food, travel and culture portfolio.
- Ticketmaster: Ticketmaster is a global ticketing platform and white-label partner of WhatsOnStage, offering theatre ticketing as part of a much broader live entertainment inventory across multiple verticals.
- ATG Tickets: ATG (Ambassador Theatre Group) is the UK's largest theatre operator, running major venues with its own direct ticketing platform and editorial content, competing with WhatsOnStage on both ticketing and audience reach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
WhatsOnStage social profiles
Digital presenceWhatsOnStage financial estimates
Financial estimateRevenue estimate
Valuation estimate
WhatsOnStage leadership team
Management profileNumber of profiles
WhatsOnStage funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WhatsOnStage M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WhatsOnStage
What does WhatsOnStage do?
WhatsOnStage is the leading UK consumer theatre website providing comprehensive listings of over 5,000 performances nationwide alongside theatre news, reviews, interviews, blogs, videos, and an independent ticket booking service integrated with UK ticket agents. The platform operates the WhatsOnStage Awards (the only major UK theatre awards voted entirely by the public) and runs the Theatre Club membership programme offering exclusive events and discounted group outings.
Is WhatsOnStage a public or private company?
WhatsOnStage is a private company. It is classified as corporate owned and is currently operating.
When was WhatsOnStage founded?
WhatsOnStage was founded in 1996. It employs 1 to 10 people.
Where is WhatsOnStage based?
WhatsOnStage is headquartered in London, United Kingdom, in the Europe region.
How does WhatsOnStage make money?
Four revenue lines are on record. Ticket Sales Commissions are the primary driver. The others are theatre Club Memberships, advertising and Sponsorship and event Listings and Distribution.
Who are WhatsOnStage's main competitors?
Direct peers on record are TodayTix, See Tickets, BroadwayBox, London Theatre Direct, Encore Tickets, TheaterMania and Official London Theatre. Broad incumbents are Time Out, Ticketmaster and ATG Tickets.
Does WhatsOnStage have an API?
No public API is recorded for WhatsOnStage.
What industry is WhatsOnStage in?
WhatsOnStage's product category is Online Theatre Ticketing and Discovery. Its primary akta.pro industry code is THAJAFAB, Theater, Musicals & Performing Arts, with a secondary code of HSACALAC, Theater & Performing Arts Ticketing. Its SIC code is 7900.