The Broadway League, the national trade association for the Broadway industry, has released its latest research analysis “The Demographics of the Broadway Audience 2024-2025.” The report was published on Dec. 10. It offers results of a longitudinal study that captures an annual snapshot of who is attending Broadway shows, who is not attending as well as ticket-buying habits.
The League’s research department administered studies at 52 Broadway productions (a mix of new and long-running musicals and plays alike) at 104 individual performance times between June 2024 and May 2025. Performances were selected on a quarterly basis. The League distributed 20,007 paper surveys; the completed questionnaires show a 55 percent rate of return, down from 60 percent for the 2023-2024 report. However, audiences were also able to scan a QR code to access an electronic survey. Combined paper and electronic surveys totaled 18,533 respondents. Data was weighted based on the actual paid attendance for each show.
In terms of geography, a quarter of attendances were by people from New York City. Less than 13 percent of admissions were from the surrounding suburbs, the lowest percentage in 30 years. Twenty percent of admissions were by international tourists.
The average age of the Broadway theatergoer in this time period was 41 years old, down from 42.1 years old in the previous report.
The 2024-2025 season attracted the highest proportion of BIPOC theatergoers in 30 years, totaling 34 percent.
Frequency of attendance increased year over year. The average Broadway theatergoer attended 5.4 shows in the previous 12 months, compared to 4.7 in the prior season. Overall, respondents plan to return to Broadway: 94 percent said they plan to see another Broadway show in the future.
To access a printed copy of the full report, interested readers can complete this form.
“The Demographics of the Broadway Audience” was written by the department’s longtime director, Karen Hauser.
