The Great White Way – the Power of Exclusivity
Where can you find a more powerful in person experience than on Broadway? There is something special about the energy of live theater especially in New York, in the world’s most famous venues.
Broadway economics encapsulate the power of a brand, combined with a one-of-a-kind experience. From 1980 through 2019, attendance on Broadway rose 34% while gross revenue rose by 826%. Broadway grosses were driven by ticket prices which rose by 590.3% during that period with a compound annual rate of 5.2%, compared to inflation during that period of 2.8%. Exclusivity apparently comes with a price tag. Broadway also rivaled college and healthcare in terms of price inflation, and some might argue that a night out on Broadway feels something like a mortgage payment.
The COVID pandemic changed those economics, and it has taken a few years for Broadway to get back to its 2018-19 revenue levels. Tickets sold were still slightly behind the 2018-19 peak for the most recently completed season in May 2025, and prices have only risen by 0.7% since the pandemic. As a result, revenues have just barely exceeded the prior peak.
Things are looking up however, as Broadway attendance grew by 19.3%, gross revenue by 23% and revenue per attendee by 3.1% in 2025. Broadway might just be on its way again.
