The Broadway League's latest Demographics Report, reflecting survey data from the 2024-2025 Broadway season, is out.

The report largely showed numbers similar to those seen in last season's report, notably with a further drop in attendance from NYC's suburbs. Less than 13% of tickets were from the bridge-and-tunnel crowd, the lowest percentage in three decades—and last year's number was itself a three-decades low, too. The percentage of international theatregoers fell ever so slightly from 21% to 20% last year, with the remainder coming from other areas of the U.S.

On the positive side of things, the data also showed the highest proportion of self-identifying BIPOC theatregoers in those same three decades, at 34%. The average age also continued its downward trajectory, from 42 years old last year to 41 this time around. Average household income stayed more or less the same, at $276,465. And average ticket prices fell significantly, to $145.70 from last year's $154. It's important to remember that data reflects what surveyed theatregoers themselves reported rather than actual sales data, though this also means that technically this figure could be considering third-party ticket sales figures not usually trackable by the industry in the way that first-party sales are.

The data also continued to show the outsized power of superfans. Just 8% of theatregoers saw 15 or more performances, but they accounted for 40% of all ticket sales, both increases from last season. The select, the proud, the influential.

Unsurprisingly, personal recommendation remains the leading motivating factor when theatregoers are choosing shows to go see, with websites like Google and even our very own Playbill being reported as influential sources of information. Instagram has newly reached the top of the list for where theatregoers get theatre information, with roughly a quarter of those surveyed reporting that it was a decision maker in their ticket purchase.

The League collects the data through extensive surveying in the form of audience questionnaires distributed throughout the season. The report is the 25th since the group began collecting the data, one of many reports about the industry published annually by the League.

Digital copies of the full report are available for purchase at BroadwayLeague.com.