I’m thrilled to share exciting new research No Guarantees has commissioned in partnership with leading trends and generation research firm Culture Co-Op. The report explores what Gen Z and Millennials think about Broadway, examines the reasons they aren’t showing up, and suggests strategic steps the industry can take to cultivate new, engaged audiences.
The research shows that Gen Z and Millennials’ lack of Broadway attendance is not due to details like a particular show’s cast, subject matter, or number of awards it has received. Instead, it’s a handful of deep misconceptions about Broadway itself, like confusion about ticket prices, the number of shows playing at any given time, access to tickets, and who Broadway is even meant for.
The great news for Broadway is that while Gen Z & Millennials may not know much about individual shows or what’s happening in the theater industry, the Broadway brand remains extraordinarily strong. They are curious about us, and 91% even reported being more interested in Broadway simply by taking the survey! They’re ready to be brought into the fold.
This gives all of us the ability to appeal to the existing interest of new, young audiences and develop a modern, actionable strategy to make it happen - to meet people where they really are.
There’s so much to dive into so please check out the full report, which you can download at noguarantees.com. Please feel free to reach out with any questions, comments, or ideas!
Internal communications executive | Team leader | Business partner | US Army veteran
6mo#YesAnd