The State of Broadway: 2023-2024 Audience Insights & Industry Outlook

Broadway is stabilizing post-pandemic, but challenges remain. The latest Broadway Audience Demographics Report (2023-2024) highlights key trends shaping the industry:

• 12.3 million tickets sold — a slight increase from last year but still 16.8% below pre-COVID highs.

• Frequent theatergoers sustain Broadway — just 6% of attendees accounted for 35% of all tickets sold(4.3M admissions).

• Tourism is rebounding — 21% of admissions (2.62M tickets) came from international visitors, with UK & Canadian audiences leading the way.

• Musicals vs. Plays — Tourists were more likely to attend musicals, while locals made up a larger percentage of play audiences. On average, musical attendees saw 4.5 shows per year, while playgoers saw 6.5.

• NYC locals attending less — only 20.5% of audiences were from NYC, and NYC suburbs hit a 30-year low (12.8%).

• Women drive ticket sales — 65% of theatergoers identified as female.

• Broadway remains a luxury — the average theatregoer’s household income is $276,375, with 28% earning $250K+ per year.

• Theatregoers are highly educated — 84% hold a college degree, and 44% have a graduate degree.

• The average ticket price paid was $154.70, with purchases made 37 days in advance on average.

• Solo attendance is rising, showing a shift in how people experience Broadway.

• Opportunities for growth:

  • Expanding accessibility with digital lotteries & pricing models.

  • Leveraging technology & streaming to reach global audiences.

  • Strengthening international marketing as tourism rebounds.

Broadway is evolving. To ensure long-term sustainability, the industry must adapt to shifting demographics, economic challenges, and changing consumer habits.