Why your theatre should go digital

by | Dec 16, 2020

Covid-19 is threatening the future of many UK theatres. And many will not make it if they do not adapt fast to digital opportunities.

Covid-19 changed Arts & Culture as we knew it. Suddenly all the theatres, concert halls and venues were empty – not due to lack of interest, but simply because the venues were closed due to the pandemic.

How should Arts & Culture react to a situation like this?

History will tell who did the right things and who did not, but the wisdom of history is not an available asset today. You need to choose by yourself, and the choice you make is vital for your organisation.

The audience is screaming for streaming

One thing we do know is that you have content available through your artistic staff. You have the ability to produce digital content, and to monetise it as pay-per-view live streams or video on demand.

We also know that there is a demand for this content. The recent Indigo’s National Audience Research – Act 2 shows us that some 84% of the British live audience are interested in consuming culture online, and that half of them are willing to pay for it.

42% of the British live audience is a massive market, and right now they are stuck at home and eager to consume high quality Arts & Culture through their TVs.

You just need to bring them their Arts & Culture home deliveries, and you should do so with TicketCo Media Services.

Streaming services such as Netflix and Spotify are the benchmark when it comes to user friendliness, and the 2020 Nielsen Total Audience Report tells us that it is the second most important issue for the audience when it comes to video streaming attributes – only beaten by cost.

You need to deliver a smooth customer journey from payment to viewing when you go digital with your content, and you need to deliver a flawless HD quality payment to glass service where it matters the most – which is on Apple TV, Fire TV and various Android TV apps.

Utilising TicketCo Media Services is how to achieve it.

Pay-per-view digital events

Monetise your digital content with our pay-per-view live streaming and video on demand solution, built on the top of the well tested and robust TicketCo event payments platform with media technology powered by AWS, the leading cloud technology provider.

TicketCo Media Services includes E-commerce tracking and business intelligence, country restrictions to control licencing and Digital Rights Management (DRM) for improved security.

It enables a branded shopper journey, localised content and localised payment methods.

UK and US organisers can even take advantage of the new seamless API integration between TicketCo Media Services and market leading CRM platform Spektrix – enabling all Spektrix organisers to utilise TicketCo TV without any loss of processed data or double registrations for the ticket buyers.

The organiser will have full ownership to all datas, and access to all datas through the Spektrix CRM database. There will be no need for new routines within the organisation except from setting up the broadcasting events in the TicketCo platform.

Ticket sales can be open throughout the events.

What the organisers are saying

Wise Children on user friendliness:

“Theatre-goers have never had to use technology to access performances before, so it was crucial that our payment and broadcasting platform was simple, quick, reliable and cost-effective. TicketCo ticked all of those boxes.” Simon Baker, technical director at Wise Children interviewed November 10, 2020

Wayward Productions on reaching a wider audience:

“We loved that by using TicketCo Media Services we were able to reach out to people across the globe. Some people that tuned in would not have been able to watch last year’s stage show, but now they had the option to tune in on a wet, cold, autumnal evening and watch the stream.” Wayward Productions’ assistant producer Jessie Anand interviewed November 4, 2020

Tall Stories on audience engagement through chat:

“TicketCo Media Services’s live chat facility has huge advantages. It means we can make the audience feel like they are part of the show by getting them involved with the performance.” Tall Stories interviewed November 16, 2020

Wise Children on increased sales:

“By live streaming the performances, we managed to more than quadruple our total audience, and that’s only considering people that purchased tickets. We now know that there is a new audience beyond the auditorium.” Simon Baker, Wise Children technical director, interviewed October 27, 2020

The definitive guide for theatres to live stream shows

The absolute best, most up-to-date, definitive guide for theatres to learn how to live stream theatre productions to their audience.


The goal of this guide is to provide the absolute best, most up-to-date, definitive guide for theatres and production companies to learn how to live stream shows to their audience as part of their integrated approach to sales and marketing.

Written by Tom Rasmussen

Chief Communication Officer at TicketCo. Experienced public relations adviser and strategic narrativ creator with a broad background as promotor, manager and producer from the arts and entertainment industry. Also background from publishing and public administration. Hibernating novelist and retired drummer.



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