The Intermittent Audience: How Occasional Buyers Discover Broadway

Beyond the frequent theatregoers is a much larger audience: people who love live entertainment, buy tickets, and yet only make it to Broadway once or twice a year, maybe less. Who are they, what do they believe about Broadway, and what’s stopping them from coming more often?

In our next livestream on May 13 at 12 PM ET in partnership with Ticketmaster, we’ll explore new research focused on infrequent theatergoers and adjacent live entertainment audiences. From perceptions of pricing and accessibility to the role of IP, celebrity casting, and discovery platforms, we’ll unpack how these audiences decide what’s worth their time.