New Study Shows Gen Z Is Willing to Spend More on Broadway Tickets
New research released today by No Guarantees Productions reveals that while 72% of Gen Z and Millennials believe Broadway tickets are too expensive, they're significantly overestimating the cost and drastically underestimating the value. When young audiences are shown what actually goes into creating a Broadway production, their perceived value of a ticket more than triples, with many saying they'd be willing to pay over $500. As the next generation of theatergoers prioritizes intentional spending and emotional return on investment, the data reveals a major opportunity: Broadway isn't overpriced, it's underexplained.
These findings offer a roadmap for producers, marketers, and institutions across the industry to reframe Broadway's value proposition and reach the next generation of theatergoers. To secure Broadway's future with younger audiences, the directive is clear: show the value,...
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