Study Finds Gen-Z and Millennials Don’t Think Broadway Tickets Are Too Expensive — They’d Pay More
NEW YORK — A new survey is flipping conventional wisdom on its head when it comes to Broadway ticket prices. Despite constant public perception that Broadway is unaffordable, a fresh report reveals that most Gen-Z and Millennial theatergoers think the experience is actually worth more than what they’re paying now.
Broadway’s High Price Tag Isn’t Deterring Young Fans
In recent years, Broadway has come under scrutiny for ticket prices that often soar past $100. Last season, the average paid price was $129.12 — the highest in Broadway history — with shows like Othello and Glengarry Glen Ross setting premium seat benchmarks.
However, these high-priced shows didn’t struggle to sell out. In fact, they packed the house — indicating demand remains strong even at steep prices.
Survey Says: Experiences Matter More Than Cost
The study, conducted by theatrical production company No Guarantees, surveyed 1,000 participants evenly split between Gen-Z and Millennial respondents. Initially, 72% said Broadway was too expensive — but once they were informed about production costs and compared ticket prices to other luxury experiences, attitudes shifted.
After gaining context, many respondents said they would pay over $500 for a Broadway experience. In total, 92% believed the experience was worth the cost — even at today’s high rates.
Why the Shift? Lack of Transparency Might Be to Blame
The findings show that 61% of respondents didn’t understand why Broadway tickets cost so much. No Guarantees believes that a better explanation of what goes into running a show could lead to broader support — not less.
Instead of reducing prices, the company suggests that producers might benefit more from educating audiences about the value behind each performance. The survey even showed that discounts aren’t driving demand, and 63% said they’d question the quality of discounted seats or shows.
Who Was Surveyed? A Look at the Demographics
The study focused on actual and interested theatergoers. Respondents who had not attended — or didn’t plan to attend — live theatre were excluded.
Among those surveyed:
- 75% lived in the tri-state area
- Gender breakdown: 685 women, 300 men, 15 nonbinary
- Racial and ethnic identity mirrored U.S. averages in the sample group
This group overwhelmingly emphasized that experiential value — not affordability — defines whether a Broadway night out is worth it.
What’s Next for Broadway Producers?
For companies like No Guarantees, this data affirms a need to reframe how the industry communicates value to young audiences. Their takeaway? Broadway isn’t overpriced — it’s undervalued.
No Guarantees is behind recent productions like The Hills of California, Fat Ham, and Bad Cinderella, and they’ve launched an education initiative based on these insights.
Do you think Broadway is worth the price — or still too expensive? Share your take with us on ChicagoMusicGuide.com!