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6.III.B

Demographics of the NYC Broadway Audience
2012-2013 Season

 
     
 
  • This is a profile of the audience at Broadway shows from June 2012 through June 2013.
  • Broadway audiences are split among locals (34%) and tourists (66%) - with tourists staying an average of 4.4 days in NYC.
  • Women generally represent about 68% of the Broadway audience. Moreover, women are more likely to make the purchasing decision than their male counterparts.
  • The average age of the Broadway theatregoer was 42.5 years old.
  • Roughly 78% of all tickets were purchased by Caucasian theatregoers.
  • Broadway theatregoers were quite affluent compared to the general United States population, reporting an average annual household income of $186,500.
  • Broadway theatregoers were a very well-educated group. Of theatregoers over 25 yrs old, 74% had completed college and 36% had earned a graduate degree.
  • The average theatergoer reportedly attends about four shows during this annual period.
 
     
 
Source:
The Broadway League-Research and Information Department
 
Baruch College Weissman Zicklin School of Business NYCdata