The Broadway League, the national trade association for the Broadway industry, has released its latest research analysis. “The Demographics of the Broadway Audience 2023-2024” is the 24th report published in a longitudinal study that captures an annual snapshot of who is attending Broadway shows, who is not attending as well as ticket-purchasing habits and how that changes over time.
The report does not publish data specific to individual shows, but rather offers an aggregate glimpse of the industry. During the 2023-2024 Broadway season, the League randomly distributed paper surveys to audience members at 52 different Main Stem productions (a mix of new and long-running musicals and plays alike) at 104 individual performance times. The completed surveys represent a 60% rate of return, up from 58% for the 2022-2023 report. Theatergoers had the option to take the survey electronically using a QR code. A final sample size of 16,971 encompassed both paper and online responses. The data was then weighted against the attendance figures of each production.
Geographic location
The 2023-2024 Broadway season tallied 12,287,708 admissions (which accounts for repeat attendees), a slight 0.4% increase from 2022-2023. Of those 12.3 million admissions, 21.3% were made by theatergoers who live outside of the United States. This represents the largest proportion of international theatergoers since the 2012-2013 season.
