New Survey: Gen-Z and Millennials Willing To Pay 3.5X more for Broadway Tickets

[Jonathan Cohen]

Posted: 7/29/25 at 6:20pm

The theatrical production company No Guarantees just released of a survey of 1,000 Gen Z and Millennials, mostly in the tri-state area, asking them how they felt about the price of Broadway tickets. After being told that Broadway shows cost $600,000 to over a million per week to produce, people polled on average said they'd be willing to pay $512 for a Broadway ticket. $141 was their answer before having that context.   

It's an interesting insight but also somewhat misleading. Only 11% of those polled were theater enthusiasts who regularly go to Broadway shows or live theater. 40% of respondents rarely or never see Broadway shows or live theater. 

Also, 65% of respondents agreed they don't feel the urgency to see a Broadway show since they run forever, so really they're only thinking about 5 Broadway musicals anyway when they're answering these questions.  

 

Updated On: 7/29/25 at 06:20 PM

[TheatreFan4]

Posted: 7/29/25 at 6:32pm

So... a study that is statistically irrelevant...

[JSquared2]

Posted: 7/29/25 at 7:30pm

It’s a lot easier to have disposable income when you’re still living at home with mom and dad.   

[BoringBoredBoard40]

Posted: 7/29/25 at 7:44pm

truly misleading from a clueless production company 

[Robbie2]

Posted: 7/29/25 at 11:34pm

gen z don't have money millenials more so the late 30''s -40 do!

[chrishuyen]

Posted: 7/29/25 at 11:37pm

The surveyed group was only 1000 people so I agree it's not statistically relevant, but the ages ranged from 18-44 so don't assume everyone is living on their parents' dime.

It seems like Broadway has lived in some area between a movie (relatively cheap cost to see one, or practically free on streaming) and a limited event (like a Taylor Swift concert), and while producers seem to be leaning more towards the Taylor Swift concert side of things with stunt casting and everything, what's interesting to me is when people say they'd pay $500 just from knowing the costs, without necessarily an A list actor in the show.  (Granted, with hypothetical money I'm sure they're overestimating how much they'd actually be willing to fork up and it would probably be a bit of a struggle for shows to find the right audience that would be interested.)

This survey also led me to another similar survey they did last year, where it also seemed like people overestimated the costs of what a "regular" Broadway ticket would be, and didn't seem to have awareness of what kinds of shows were currently on Broadway as well as the kind of experience it would be (people mentioned needing to dress up and Broadway mostly being for CEOs or rich white people).

So my main takeaway from this is that Broadway has an outreach problem (though I suppose that's not really news) and a lot of people on a survey are at least open to seeing a show.  Anecdotally, I work in an office building in midtown, where it would practically be impossible to come to work without seeing the billboards and marquees, and even then people who attend shows casually (like one a month) seem to be unaware of what is currently playing on Broadway, or they get surprised when a show announces closing because they just assume it would be around for longer.

[steve.sometime]

Posted: 7/30/25 at 12:07am

I can't speak for others, but as a millennial who sees 100 shows a year, if you increase ticket prices by 3.5x, I'll be ready to end my two decades of theater obsession. When the last row of the balcony costs over $100 in a Broadway house, it's no longer an art form for the people (I mean, it's already a luxury for many). To producers who see this report as an opportunity, go ahead and try. I'm sure you won't miss my 80 bucks. But I doubt I'm alone.

[gibsons2]

Posted: 7/30/25 at 10:33am

Robbie2 said: "gen z don't have money millenials more so the late 30''s -40 do!"

Millennials also have children, many of whom are readying for college. We may be employed and make money, but we still barely can afford to keep the roof over our heads. Theater is on the bottom of the priorities list and it will only get worse. 

[seymour krelborn]

Posted: 7/30/25 at 10:51am

I'm an "Elder Millennial" who has regularly gone to Broadway my entire life. I am currently making the most money I have ever made (which isn't a ton) and I've hit the point where I just can't justify it anymore. I go when I can, but what used to be almost monthly trips have turned into barely quarterly. It's sad.

[verywellthensigh]

Posted: 7/30/25 at 11:16am

This looks like one of those "Young People Are Ruining Everything!" screeds that you often see in the New York Times.