Introduction – the uphill battle
Let’s be honest. Theatres aren’t just competing with each other anymore. Our real competition sits in living rooms. It’s Netflix, Disney+, Amazon Prime, Apple TV – plus YouTube, gaming, podcasts, and endless scrolling on TikTok. A person thinking about their Friday night has to choose between leaving the house (and paying for tickets, transport, babysitters, maybe dinner) or staying on the sofa with infinite entertainment for under £15 a month.
That’s the challenge we’re all facing: how can a theatre brand stand out against that? Not with bigger budgets or shinier technology – streaming has us beat there – but by carving out something unique, human, and irreplaceable.
This article explores how theatres can build brands that hold their own in a streaming-saturated world. It’s not about mimicking Netflix. It’s about leaning into what live performance offers that no screen can.
What a “theatre brand” really means
A lot of us hear the word “brand” and think about logos, posters, or social media graphics. But a brand isn’t just your visual identity. It’s the total impression people have of your theatre – the feeling they carry with them when they hear your name.
For Netflix, the brand is “convenience + endless choice.” For a local theatre, the brand might be “intimate nights of daring new work,” or “a family-friendly place that makes Shakespeare fun.”
Your brand isn’t what you say it is. It’s what your audiences experience again and again. Building a strong brand means defining it, living it consistently, and communicating it clearly – both to your loyal base and to the people who have never walked through your doors.
Why Netflix feels like competition (and what we can learn from it)
Theatres sometimes resent being compared to streaming, but there’s a reason it keeps happening: audiences think in terms of choice. Should they stay home or go out? That’s the decision.
What streaming has taught us is that audiences value:
- Ease of access – One click and you’re in.
- Choice and flexibility – Thousands of options at any time.
- Personalisation – Algorithms recommend shows you’re likely to enjoy.
- Low cost – A tiny monthly fee feels painless compared to a £50 theatre ticket.
Of course, we can’t offer all of that. But we can learn from it. Theatres that win are the ones that make booking and attending nearly as frictionless as clicking “Play.” And they’re the ones that remind audiences of what Netflix can’t deliver: real human connection, shared laughter in the room, live risk, and the buzz that only exists in a theatre.
Step one – clarity of identity
One of the biggest weaknesses many theatres have is a fuzzy identity. If I asked 10 random people in your city what your theatre is “about,” would they all say roughly the same thing? Or would you get 10 different answers?
Netflix doesn’t have that problem. Everyone knows what Netflix is.
Theatres need to get sharper about their positioning. Do you specialise in contemporary plays? Musicals? Classics reimagined? Experimental work? Big commercial hits? Family shows? Pick a lane and own it. Audiences need to know why they should come to you – otherwise they default to the sofa.
Practical tip: Write down your theatre’s “brand sentence.” Something like:
- “We are the city’s home for bold new voices.”
- “We make classic stories accessible for everyone.”
- “We’re the stage where families come together.”
Keep it simple. Repeat it everywhere – press releases, social media, fundraising pitches. Let it shape your season choices.
Step two – frictionless booking
It’s shocking how many theatres still make booking harder than it needs to be. In the age of one-tap streaming, audiences have little patience for clunky ticketing sites.
A strong theatre brand doesn’t stop at the stage door – it extends to the online experience. If your website feels outdated, confusing, or slow, people will give up. Worse, they’ll assume your whole organisation is stuck in the past.
Invest in a clean, mobile-friendly booking system. Show people the value upfront: clear pricing, seat views, easy-to-understand packages. Remember, Netflix never asks people to “fill out three forms” before pressing play. Why should you?
Step three – owning the story
One of the smartest things streaming platforms do is tell stories about their shows. Think of Netflix trailers, “making of” documentaries, or behind-the-scenes clips. They make content irresistible before you even press play.
Theatres rarely invest in that kind of storytelling. But we can. Audiences don’t just want to know what the play is – they want to know why it matters, who made it, and why they should care now.
Examples:
- Share short videos of directors explaining their vision.
- Post rehearsal room photos.
- Write blog posts from actors about their journey with the character.
- Send audience members “five things to know before you see the show.”
The goal is to make attending feel like joining an unfolding story – one they want to be part of.
Step four – create loyalty differently
Traditional subscriptions are struggling. People don’t want to commit to six fixed dates a year anymore. Netflix has trained them to expect flexibility.
That doesn’t mean loyalty is dead – it just means we need new structures:
- Flex passes: Buy five tickets, use them anytime across the season.
- Rolling memberships: Monthly payments in exchange for credit or perks.
- Tiered loyalty perks: Early booking, drink vouchers, backstage events.
These systems echo streaming models while still keeping audiences engaged. A strong brand reinforces that membership is not just a discount but a badge of belonging.
Step five – lean into what streaming can’t do
If you try to compete with Netflix on convenience or cost, you’ll lose. But if you compete on the one thing streaming can’t replicate – the live, shared, unpredictable event – you can win.
That means emphasising:
- The atmosphere – the laughter, gasps, and applause in the room.
- The uniqueness – no two nights are ever the same.
- The intimacy – actors and audience breathing the same air.
- The risk – a line dropped, a laugh that goes on too long, the magic of “anything can happen.”
Your marketing needs to hammer home these points again and again. Netflix is safe, convenient, solitary. Theatre is risky, alive, communal. That’s your edge.
A quick note on accessibility – including captions
Another thing that makes your brand stronger is being inclusive. Streaming wins here because it offers captions in dozens of languages by default. Theatres can and should do the same. Captioning systems (like Captitles) not only support deaf and hard-of-hearing audiences but also welcome tourists and non-native speakers. It’s a small addition with a big impact: a brand that is genuinely open to everyone.
Step six – consistent voice across channels
One of the hidden strengths of Netflix is its voice. Even its tweets sound recognisably “Netflix.” That consistency builds trust.
Theatres often struggle here because marketing is fragmented. The brochure sounds formal, Instagram sounds casual, email sounds like a fundraiser wrote it. The result is confusion.
Pick a voice and stick to it. Is your theatre playful? Intellectual? Community-focused? Bold? That voice should flow from your website to your box office signage to your press releases. Consistency is what makes people say, “Ah yes, that’s them.”
Step seven – invest in the audience experience, not just the art
Streaming has taught audiences to expect a smooth, enjoyable experience. If your foyer is cramped, your bar is slow, your toilets are grim, people will notice. They’ll remember the hassle more than the show.
Building a brand that competes with Netflix means recognising that the entire night out is part of the product. From the moment someone buys a ticket to the moment they leave the theatre, every touchpoint should feel intentional and aligned with your identity.
Some small examples:
- Playlist in the foyer that sets the mood.
- Friendly ushers who don’t just scan tickets but greet people.
- Quick bar service with pre-ordering options.
- Clear signage so nobody feels lost.
Theatre is more expensive and demanding than staying home. The least we can do is make it delightful.
Case studies – who’s doing it well?
- The National Theatre (London) – Their NT Live streaming arm actually strengthened their brand rather than weakened it. They showed that theatre could extend beyond the building while still pointing people back to the live experience.
- Chicago Shakespeare Theater – Positions itself as both world-class and community-rooted. Their brand is clear: big ideas, high quality, and civic engagement.
- Small fringe venues – Some of the scrappiest fringe theatres thrive because they’ve nailed their identity. They know exactly who they are (edgy, alternative, unexpected) and their audiences respond.
Step eight – embrace digital without losing soul
Here’s the paradox: to compete with digital, you need to use digital. Strong theatre brands don’t hide from technology – they use it smartly.
That means:
- Email campaigns with personalised recommendations.
- Social media storytelling (not just posters reposted).
- Short video content that gives a taste of the show.
- Data-driven marketing (looking at what people buy, not just guessing).
But digital is the tool, not the product. It’s there to draw people into the live experience, not replace it.
The long game – why brand matters for survival
Ticket sales go up and down. Funding fluctuates. What sustains a theatre long-term is its brand – the reputation that makes audiences, artists, sponsors, and donors believe in it.
In an era where Netflix dominates leisure time, a fuzzy theatre brand is a death sentence. A sharp one, lived consistently, becomes a lifeline. It tells audiences: this is who we are, this is why we matter, and this is why you should leave the sofa and come be with us.
Conclusion – leaning into the irreplaceable
Netflix isn’t going away. Neither are Disney+ or TikTok. The competition for attention is fiercer than ever. But theatre has something those platforms will never have: the live, human moment.
Building a brand that competes doesn’t mean mimicking streaming. It means sharpening your identity, removing friction, telling stories, rewarding loyalty differently, making the experience joyful, and being radically inclusive.
Do that, and you’re not fighting Netflix on its turf – you’re reminding people why live theatre is still the most thrilling show in town.
