London theatregoers are paying an average of £37.97 for their tickets, according to research.
The figures showed theatre fans were making a saving of more than £8 on each ticket with their average face value coming in at £46.40.
The research compiled by the Society of London Theatre (Solt) also showed box office receipts hit an all-time high in 2011 despite a slight fall in attendances.
Solt's 2011 box office data report covers 52 major theatres including commercial West End venues and subsidised institutions such as the National Theatre.
It showed box office receipts in 2011 of £528 million and attendances of 13.9 million, which is the third best figure since records began, but down 1.7% on 2010.
The report's author, Richard Andrews, told The Stage newspaper that "major name actors in plays" were a "big driver behind attendances".
Gavin and Stacey star James Corden, Kevin Spacey and former Doctor Who David Tennant are among the big names to have appeared on stage in the West End recently.