It’s 2026. Do you know where theater lives on social media?
After the exodus from X, the turbulence at TikTok and the algorithmic mysteries of Meta, it seems like the answer keeps changing. As the social media landscape shifts, so does the destination of online conversation about theater. Fans, influencers, ticket buyers and marketing execs navigate it all to seek out the liveliest digital water coolers.
A few generalizations about theater and social media currently hold true, according to recent conversations with some of the busiest social media experts on Broadway. But every answer comes with a caveat — and a new disruption might lurk just around the corner.
Even after the recent upheavals that included going dark last year and, more recently, an ownership change that spurred user concerns about political censorship and decreasing reach, industry pros agree that TikTok remains one of the big three platforms for theater fans, alongside Instagram and Facebook. But don’t discount a rising interest in YouTube, where longform theater content can thrive, and in Reddit, where the r/Broadway subreddit (324K weekly users) is widely acknowledged as the go-to online forum for theater talk from both fans and industry types.
