You know how some people have a favorite holiday? Or a favorite season? Or a favorite Starbucks drink that only comes out once a year?

I have a favorite report.

It’s the Broadway League’s Annual Demographics Report.

This report is one of the most important documents we get each season because it answers the biggest question theatermakers ask:

“Who’s actually coming to Broadway?”

And the 2024-2025 report has some very interesting answers. 

Let’s dig in.

Some Things Never Change 

Several “classic” stats stayed exactly where you’d expect them:

62% of the Broadway audience = tourists
63% = female

The Broadway Audience Got Younger. No, Seriously.

This year’s average theatregoer age was 41. Three years ago, that number was 44.

Thanks to shows like John Proctor is the Villain and The Outsiders, Broadway’s audience continues to get younger!

Highest Percentage of BIPOC Theatregoers in 30 Years

34% of Broadway’s audience identified as BIPOC.

That’s the highest percentage since the League started tracking it in the mid-1990’s.

Is there more work to do? Absolutely. But this is movement.

This is Broadway shifting, slowly but surely, toward a fuller reflection of the world outside the theatre doors.

The Suburban Audience Drop-Off . . .

Less than 13% of admissions came from NYC suburbs.

That’s the lowest in 30 years. Thirty. Years.

This decline started post-pandemic and hasn’t bounced back. We felt this hard on A Beautiful Noise. If suburban attendance looked like it did pre-2020, that show likely could’ve had a longer life.

This isn’t a “maybe we should look at this someday” stat.

It’s a five-alarm “fix this now” stat.

Transportation? Showtimes? Lifestyle shifts?

Something’s keeping the folks closest to Broadway away from Broadway. And we need to crack that code.

Average Ticket Prices Went Down

Average ticket price this season: $145

(Down from $154. Yep. Down!)

Remember: compared to concerts, comedy tours, and live events, Broadway is actually still playing in the same ballpark.

The important thing is the direction.

The market corrected a little, and audiences noticed.

Instagram Just Became Broadway’s #1 Source of Info

And this one . . . wow.

The number-one place people get Broadway info now?

Instagram.

Not critics. Not websites. Not reviews. Instagram.

This is the first time social media has taken the top spot, and it won’t be the last.

Why I Love This Report?

Demographics tell us two huge things:

1. Who’s coming on their own.

(These people are already somewhere in your sales funnel. Your job? Get them to convert.)

2. Who’s NOT coming.

(These gaps point to where Broadway needs to evolve in programming, pricing, outreach, accessibility, and yes, marketing.)

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The Full Breakdown

• Broadway welcomed 14.7 million attendees, the second-highest total ever recorded.
• One-quarter of all admissions came from New York City residents.
• Under 13% of tickets were purchased by people from NYC suburbs, a 30-year low.
• 42% of audience members were visitors from other parts of the United States
• 20% came from international travelers.
• Gender identity breakdown: 63% female, 32% male, 5% non-binary/gender-fluid/other.
• The average attendee age was 41.
• 34% of audiences identified as BIPOC, the highest in three decades.
• Among those 25 years and older, 83% had a college degree and 43% held a graduate degree.
• Theatregoers reported an average household income of $276,465.
• The average person saw 5.4 shows, up from 4.7 last season.
• “Super-attendees” who saw 15+ shows made up 8% of the audience but bought 40% of all tickets.
• 53% said they’re attending more shows than five years ago; 27% are attending the same amount.
• 94% plan to see another Broadway show in the future.
• The average ticket price paid was $145.70, down from $154.70.
• Personal recommendations remained the top factor for choosing a show.
• Instagram was the most commonly cited source of Broadway information.
• Tickets were typically purchased 33 days before the performance.
• 22% of attendees work in New York City.

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If you want all the charts, breakdowns, and insights I use to make decisions about every show I work on:

It’s the most valuable report you’ll read this year, and it’s the blueprint for Broadway’s future.

This is how Broadway grows. Not in seasons, but in decades.

And I plan on being around for the long haul.

Hope you will too.

See you at next year’s report.