header
home | legal | privacy | contact

top


Home > Research & Information > Research Reports > Demographics of the Broadway Audience 2013-2014

The Demographics of the Broadway Audience 2013-2014

Introduction

The Demographics of the Broadway Audience 2013-2014 is a profile of the audience at Broadway shows from June 2013 through June 2014. It is the seventeenth annual report in our series, analyzing the composition of the audience today in comparison to past years and attempting to note trends for the future. The report includes information regarding the demographics, ticket purchasing habits, and consumer preferences of the Broadway theatregoer.

From the Executive Summary

  • In the 2013–2014 season, there was a record breaking 8.52 million admissions by tourists in the Broadway theatres, representing 70% of all tickets. Domestic tourists purchased approximately 49% of all Broadway tickets and international tourists, 21%.
  • Sixty-eight percent of the audiences were female.
  • The average age of the Broadway theatregoer was 44 years.
  • Almost eighty percent of all tickets were purchased by Caucasian theatregoers.
  • Broadway theatregoers were quite affluent compared to the general United States population, reporting an average annual household income of $201,500.
  • Of theatregoers over 25 years old, 78% had completed college and 39% had earned a graduate degree.
  • The average Broadway theatregoer reported attending 4 shows in the previous 12 months. The group of devoted fans who attended 15 or more performances comprised only 5% of the audience, but accounted for 35% of all tickets (4.2 million admissions).
  • Playgoers tended to be more frequent theatregoers than musical attendees. The typical straight-play attendee saw eight shows in the past year; the musical attendee, four.
  • For musical attendees, personal recommendation was the most influential factor in show selection. Playgoers cited a specific performer as the greatest lure.
  • The most popular sources for theatre information were word-of-mouth and Broadway.com.
  • Fifty-four percent of respondents said they purchased their tickets online, a number that continues to increase.
  • The average reported date of ticket purchase for a Broadway show was 36 days before the performance.
  • Twenty-five percent of respondents said that some kind of advertisement prompted them to select the show.

The Demographics of the Broadway Audience 2013-2014
45 pages, illustrated with color with charts, graphs, and photos. Published November, 2014
The Broadway League

Sample Cover and Page from Report (click to enlarge):


To order a copy of this report, click here.