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Who Goes to Broadway? Broadway League 2017–2018 Report: Still Female, Tourists, Rich, but also Younger, More Latino

Demographics of Broadway coverDuring the 2017–2018 season, the average age of Broadway theatergoers was 40.6, the lowest since 2000, according to a newly released report by the Broadway League, the trade group for the Broadway theater industry.

There were 2.2 million Broadway theatergoers under the age of 18, a record, and 1.14 million Latinos. The majority of the 13.8 million admissions in the 2017-2018 were female, tourists, and rich.

Other facts gleaned from the audience questionnaires distributed throughout the 2017–2018 Broadway season:

* Approximately 38 percent of those attendances were by people from the New York City metropolitan area.

* Sixty-three percent of admissions were made by tourists: 48 percent from the United States (but outside New York City and its suburbs) and 15 percent from other countries.

* Sixty-six percent of the audiences were female.

* A record 2.1 million admissions were made by children and teens.

* The average age of the Broadway theatregoer was 40.6 years old, the lowest since 2000.

* Since the 2010-2011 season, Hispanic/Latino attendance has grown by 61 percent or 430,000 admissions (from 710,000 to 1.14 million).

* Of theatregoers age 25 or older, 81 percent had completed college and 41% had earned a graduate degree.

* The average annual household income of the Broadway theatregoer was $222,120.

* The average Broadway theatregoer reported attending five shows in the previous 12 months. The group of devoted fans who attended 15 or more performances comprised only 5.5 percent of the audience, but accounted for 31 percent of all tickets (4.3 million admissions).

* Playgoers tended to be more frequent theatergoers than musical attendees. The typical straight-play attendee saw nine shows in the past year; the musical attendee, four.

* Sixty percent of respondents said they purchased their tickets online.

* The average reported date of ticket purchase for a Broadway show was 43 days before the performance.

*The majority of theatergoers attended in pairs or small groups of family or friends.

* Approximately a third of responses included some kind of personal recommendation including word-of-mouth, asking friends, or reading posts on social media.

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About New York Theater
Jonathan Mandell is a 3rd generation NYC journalist, who sees shows, reads plays, writes reviews and sometimes talks with people.

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