Monday, July 20, 2026
Does Broadway Have a Gen Z Problem?
www.broadwayworld.com: Gen Z is an odd group of people. They dominate online spaces, getting the majority of their news and information from social media (this is now true of most people, but it has always been true of Gen Z). They are also the most anti-AI generation by most accounts, in spite of being one of the most likely generations to willingly use it. They are one of the most anti-social generations, but they also put immense value on live events and experiences. So Broadway feels like a natural outlet for them.
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2 comments:
Theatre must branch out to younger audiences if it is to survive. I found the discussion of cost in this article interesting. Namely, the portion of Broadway potentially being able to greatly increase the cost of tickets at the risk of people no longer seeing multiple shows a year. I believe that the benefits that come from theatre goers being able to see multiple shows a year should not be overlooked. As the article points out theatre is a social experience, especially for younger generations. If people are able to see multiple shows a year they may be more likely to tag along with friends to a show that they might not have seen if it was more expensive. It's hard to quantify what makes a live show so special compared to a movie. The only way to understand what makes live entertainment so special is to experience shows. Even if people right now are alright with higher ticket prices I fear that higher prices might scare off newcomers. Especially with the younger generation theatre thrives on word of mouth so we should keep the barrier to entry as low as economically feasible.
It’s definitely true that Broadway has to expand its audience, and I do think Gen Z is a good place to do it. I was really interested in the portion of this article that talked about event theatre, and how it’s been a driving force in bringing in new, younger, audiences. I always see articles about celebrities, typically from movies and TV shows, who are now starring in Broadway shows. And oftentimes, that kind of marketing does work. Who wouldn’t want to see Hugh Jackman tap dance? But as the article states, “that sponge can only be squeezed so tightly” before you run out of celebrities and audiences get tired of it. There’s also the aspect of cost that can drive away potential audience members. As the article talks about, cost accessibility is a big reason why more members of Gen Z are consistently going to the movies than going to see a Broadway show.
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