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Research & Statistics
Research Reports

The Broadway League is the clearinghouse for information on the business, demographics, and economic impact of Broadway theatre throughout North America.

The League compiles various statistics and publishes extensive reports on a number of topics. For brief excerpts from recently published reports, click on the links below.

Printed and PDF versions of the reports are available for purchase. Order copies here.

The Demographics of the Broadway Audience
2014-2015 SEASON

Introduction

The Demographics of the Broadway Audience 2014-2015 is a profile of the audience at Broadway shows from June 2014 through June 2015. It is the eighteenth 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 2014–2015 season, there were a record breaking 13.1 million admissions to Broadway shows. Approximately two-thirds of those were made by tourists: 49% from the United States (but outside New York City and its suburbs) and 18% from other countries.
  • 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.
  • 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 less than 5.6% of the audience, but accounted for 32% 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 Broadway.com, Ticketmaster.com, and the New York Times.
  • Over one-half of the respondents said they purchased their tickets online.
  • The average reported date of ticket purchase for a Broadway show was 36 days before the performance.

The Demographics of the Broadway Audience 2014-2015

45 pages, illustrated with color charts, graphs, and photos. Published January, 2016

 

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Broadway's Economic Contribution to New York City
2014-2015 SEASON

This biennial report analyzes the economic impact of money spent in New York specifically because of Broadway - including dollars spent on mounting and running Broadway productions and maintenance of theatres; as well as monies spent by visitors to New York on Broadway related ancillary spending.

During the 2014-2015 season, the Broadway industry contributed $12.57 billion to the economy of New York City and supported 89,000 jobs.

This amount consisted of direct spending in three areas: spending by producers to produce and run shows; spending by theatre owners to maintain and renovate venues; and ancillary purchases by "Broadway Tourists" (defined as non-NYC residents who said that Broadway was a very important reason for their coming to New York City). The money that was directly spent in these areas was then re-spent in multiple subsequent rounds, until the original sums left New York City. The sum of the subsequent rounds and the original spending total the full contribution of $12.57 billion. 

Broadway's Economic Contribution to NYC: 2014-2015 Season 

41 pages, illustrated with color with charts, graphs, and photos.

 

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The Audience for Touring Broadway
2013-2014 SEASON

From the Executive Summary

  • In the 2013–2014 season, Broadway shows touring across North America drew 13.8 million attendances.
  • Seventy-one percent of attendees were female.
  • The average age of the Touring Broadway theatregoer was 53 years.
  • Ninety-two percent of Touring Broadway theatregoers were Caucasian.
  • Seventy-six percent of the audience held a college degree and 34% held a graduate degree.
  • Forty-nine percent of national theatregoers reported an annual household income of more than $100,000, compared to only 22% of Americans overall.
  • Forty-one percent of respondents subscribed to the “Broadway Series” at their local venues.
  • On average, Touring Broadway attendees saw 4.5 shows per year.
  • Women continued to be more likely than men to make the decision to purchase theatre tickets.
  • The majority of audiences looked to the theatre’s website to find information about the show.
  • The most commonly cited sources for show selection (other than being part of the subscription) were: the music, personal recommendation, Tony Awards ® and articles written about the show.
  • The reported influence of the Tony Awards® in deciding to see a show continued to grow. Twenty-four percent of respondents said that Tony Awards ® or nominations were a reason they attended the show, compared to 8% in the 2005–2006 season.
  • Only 15% of respondents said that an advertisement influenced them to select the show and 12% said they were influenced by a newspaper critic’s review.
  • Sixty-two percent of the audience said that some kind of incentive would encourage them to attend theatre more frequently, such as discounts or special perks.
  • Forty-four percent of Touring Broadway theatregoers purchased tickets online.
  • Advance sales to single-ticket buyers have been steadily increasing over the past 10 years.
  • Thirty-eight percent of respondents said that different performance times would encourage more frequent attendance.
  • Thirty percent of respondents said they made a visit to New York City in the past year. Of those, 81% attended a Broadway show while in town.

The Audience For Touring Broadway 2013-2014

56 pages, illustrated with color charts and graphs

 

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The Economic Impact of Touring Broadway
2012-2013 SEASON

Introduction

Touring Broadway venues are not only  critical to their cities as cultural institutions, but also have a huge economic impact on their wider metropolitan areas.  Specifically, producers, venue owners, and presenters spend money in the local economy to present shows and maintain venues.  Moreover, the shows attract audiences whose ancillary spending supports other related businesses such as restaurants, parking, and transportation.   The goal of this analysis is to quantify the annual impact of Broadway Tours to those areas and overall.

From the Executive Summary

  • In the 2012–2013 season, there were approximately 45 Broadway touring shows traveling across the country. 
  • Producers and presenters spent $752.7 million to launch and run these tours ($581.3 million in presenting communities and $171.4 million in the New York City area.)  Another $17 million was spent in other localities or internationally that is beyond the scope of this analysis.
  • Moreover, theatregoers who came to an area specifically to attend shows spent another $674.8 million on ancillary activities such as dining and transportation.
  • Thus the total direct spending due to Touring Broadway amounted to $1.43 billion. 
  • This money then generated another $1.79 billion in secondary rounds of spending, so that the full economic contribution of Touring Broadway totaled $3.2 billion.
  • Eighty-eight percent of this money ($2.8 billion) supported the communities that presented Broadway tours.  Another $397.4 million impacted the New York City area.
  • On average, Broadway tours contributed an economic impact of 3.4 times the gross ticket sales to the economy of the metropolitan areas in which they played.

The Economic Impact of Touring Broadway - 2012-2013 Season

27 pages, illustrated with color with charts, graphs, and photos.
Published May 2015

 

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