How do we get more young people into the theatre? That's the question that industry professionals have been asking themselves for decades. Now a newly released study may shine a light on some possible answers. According to a report released by producing group No Guarantees, 67% of millennials and Gen Zs are "Broadway curious" and want to learn more about the industry. But they don't attend because they aren't aware of the shows being offered.
When asked to name a Broadway show, 36% said the only show they knew was Hamilton, and less than half knew of Broadway's long-running titles like Wicked and Moulin Rouge!. In fact, 84% thought that there were 20 or fewer shows on Broadway, roughly half of what's currently running.
But remarkably, the survey explains that it's not because theatre is irrelevant to young people—it's because Broadway marketing isn't reaching them. Thirty-seven percent of those surveyed said they haven't seen live theatre promoted on their social media feeds. When asked what ideas would make Broadway more relevant to them, 43% said lower ticket prices, 25% said advertise on social media, 21% said create Broadway memberships, and 21% said "Just advertise! I never hear about Broadway shows," among other tips.
Even though ticket price is a top reason why young people are hesitant to go to a Broadway show, the study says that's because Gen Zs and millennials think that Broadway tickets are 50% more expensive than they actually are: "There's an opportunity for the industry to debunk misconceptions around ticket prices. The good news is that, once audiences experience Broadway, price seems to become less of an issue: A full 90% of Gen Zs and millennials who have been to a Broadway show say it was worth the price."
Remarkably, even though many survey respondents said that Broadway should advertise on social media, they actually don't want social media or even their phones within the theatre space during a show. In fact, 85% agreed that "live entertainment is a place for me to unplug and tune into IRL." Plus, 83% said that live events provided a valuable place to socialize in person. When asked how Broadway could innovate, what respondents didn't want were Instagrammable moments, working with influencers, or having access to phones during a show. Instead, survey respondents wanted "interactive shows." That doesn't mean immersive shows, but rather, programming around the show that invited audience engagement, such as post-show Q&A with those working on the shows and opportunities for audience members to socialize before or after the performance.
In short, the survey concluded that "there is a real opportunity to convert the Broadway-curious into regular theatregoers by making live theatre more accessible and less intimidating."
The study surveyed 1,012 people, half of whom were Gen Zs and half were millennials. Three quarters of the respondents were from the tri-stage area (New York, New Jersey, Connecticut), one quarter lived outside of the tri-state area. The complete study can at NoGuarantees.com.
No Guarantees' producing credits include Fat Ham, Bad Cinderella, and the current West End production of Player Kings starring Ian McKellen.
