If you’re curious as to who is attending Broadway these days, where they’re coming from and how they are purchasing tickets, The Broadway League recently released its 16th annual report, The Demographics of the Broadway Audience 2012-2013. The report is an interesting (if you are a theater fan or number cruncher) snapshot of how this multi-million dollar industry continues to evolve. Here’s a snapshot:
Tourists accounted for 66% of all ticket sales.
The number of attendances by domestic tourists has grown from 3.4 million in 1999 to 5 million in 2013.
International visitors comprised almost 23% of admissions, the highest percentage in recorded history.
The average age of the Broadway attendee was 42.5 years old.
This season attracted the highest percentage of theatregoers age 18–24 (14% or 1.6 million admissions) in the history of this analysis.
78% of admissions were made by Caucasian theatergoers.
There has been a growth in the Hispanic audience to 8% of the theatergoing audience, representing approximately 880,000 admissions. This is an increase from two years ago of 2%, or 170,000 theatregoers.
41% of respondents said they purchased their tickets online.
68% of the audiences were female.
The average Broadway theatergoer reported attending 4 shows in the previous 12 months.
Founded in 1930, The Broadway League is the industry’s national trade association. Learn more at www.BroadwayLeague.com.