Is Broadway Still Struggling? A Look at the Current State of Theatre Shows

Broadway’s lights are back on, but not everything’s shining the way it used to. Crowds aren’t flooding in like they did in 2019. If you’ve walked by Times Square lately, maybe you’ve noticed it’s easier to snag a last-minute ticket or grab a seat at a restaurant nearby. The old idea that every Broadway show is sold out? That’s just not true anymore.

Producers are facing tough decisions—close early, keep discounting, or bet on a splashy new musical that might or might not work. Regular theater lovers feel the difference, too: ticket prices can be wild, and the seating chart is dotted with empty spots more often than you’d think. So what’s really going on? If you’re curious about which shows are doing well, why some aren’t, and how you can actually see Broadway without taking out a small loan, you’re in the right place. We’re pulling back the curtain on what’s really happening on the Great White Way right now.

• Broadway by the Numbers: What’s Happening Now?
• The Changing Face of Broadway Audiences
• Big Hits vs. Struggling Shows
• How Price and Access Are Shifting
• Practical Tips for Theatregoers in 2025

Broadway by the Numbers: What’s Happening Now?

The latest stats say a lot about what’s going on behind those famous theater doors. In 2023, the Broadway League reported 12.3 million admissions over the season, which sounds huge until you remember the 14.8 million admissions seen in the 2018-2019 season. That’s a drop of over 16%. Box office grosses hit $1.5 billion in 2023—still under the $1.8 billion mark from before everything shut down.

Not all shows are struggling the same way. Big names like “The Lion King” and “Hamilton” still pull crowds, but plenty of new plays and lesser-known musicals close in a few weeks if sales don’t pick up. On the flip side, this does mean more chance for deals (and less competition for seats).

One number everyone’s talking about lately is the average ticket price. It’s climbed above $130—a record—thanks to rising costs for everything from actor salaries to sets and theater upkeep. Families, students, and regular folks definitely feel that pinch. There’s good news, though—many midweek and matinee shows now offer discounts just to fill empty seats.

If you’re wondering which days are the busiest, weekends are still king, but even Saturday nights have a few unsold rows now and then. And here’s an unexpected trend: visitors from outside New York are coming back faster than local New Yorkers, who used to fill theaters during the workweek.

The takeaway? Broadway isn’t dead, but it’s not breathing easy. Still, if you know when and where to look, you can find better prices and more open seats than you could a few years ago.

The Changing Face of Broadway Audiences

Broadway’s crowd isn’t the same as it was just a few years ago. Fresh research from The Broadway League puts it bluntly: foreign tourists, who once made up over 15% of Broadway ticket buyers before 2020, are still missing in big numbers. Sure, folks from around New York are showing up, but the snap-happy travelers who used to fill entire rows—especially from Asia and South America—haven’t come back in their old numbers.

Let’s talk age. The average age of a Broadway attendee in 2019 was 42.5 years. By 2023, it jumped to nearly 45. That doesn’t sound dramatic, but when my kids Orla and Kit noticed more gray hair in the seats than strollers, I knew things had shifted. Shows aimed at families—think Disney’s “The Lion King”—are trying hard with discounts for students and early curtain times, but younger audiences just aren’t packing the house the way Broadway hoped.

The mix of race and background is also shifting. The biggest growth in audiences in 2024 came from local Black and Latino theatergoers, especially for shows that feature diverse stories, like “MJ: The Musical” or the newer revamps of “The Wiz.” Broadway’s finally putting more faces of color on stage and, guess what, that actually pulls in new people. Still, many shows struggle to feel welcoming if ticket prices mean only the wealthy or “old hands” can go regularly.

If you’re a regular at Broadway or just curious, keep an eye on trends like:

• More rush ticket and lottery deals popping up, aimed at students or those under 30.
• Matinee performances seeing bigger crowds than evenings, because of families fitting shows into daytime sightseeing.
• Greater focus on accessible programming—like ASL performances and sensory-friendly shows—opening the door to folks with different needs and backgrounds.

So, while the stories on stage are getting more interesting and real, the folks in the seats are definitely in flux. For anyone passionate about Broadway, knowing who’s really buying tickets in 2025 helps explain a lot about what lands—and what flops.

Big Hits vs. Struggling Shows

On Broadway, there’s always a split between the big moneymakers and the shows barely holding on. Right now, some productions like “The Lion King” and “Hamilton” are still pulling strong crowds and bringing in box office numbers that make everyone else jealous. For the week ending April 27, 2025, “The Lion King” grossed about $2.3 million, while “Hamilton” brought in just over $1.9 million. That’s still not quite at their pre-pandemic peaks, but it’s nothing to sneeze at.

But if you look a little closer, not everyone’s riding high. Sure, the classics and big-budget musicals often stick around because tourists know the names and families can sing along. On the other hand, original plays, smaller revivals, and ambitious experiments are finding it trickier than ever to fill seats. A few new plays closed early this season after limping along with half-empty houses, even on weekends.

Here’s a quick look at how a few recent Broadway shows stacked up at the box office last month:

If you compare, there’s a wide gap. The musicals tied to big brands or popular stories keep attracting audiences, especially when school trips and tourist buses return in bigger numbers. But newer or riskier plays often get lost in the rush unless they snag rave reviews or a celebrity lead. No surprise, a couple of anticipated shows have already posted closing notices way ahead of schedule this year.

So, if you’re trying to pick a show, don’t just chase the most famous titles—keep an eye on the buzz, look for early discount offers, and check out audience ratings on social platforms. Sometimes a lesser-known show will catch lightning in a bottle, but you’re less likely to face sold-out crowds or sky-high ticket prices if you branch out beyond the obvious choices.

How Price and Access Are Shifting

Let’s talk about the elephant in the room: tickets for Broadway aren’t cheap, and for some people, they’ve become downright out of reach. Right now, the average price for a Broadway ticket hovers around $130, a jump from about $115 just two years ago in 2023. That’s before you factor in premium nights or hot shows, which can easily hit $300 or more for a regular seat. Even big families (like mine, with Orla and Kit) can end up spending more on theater than a whole weekend getaway.

But it’s not just about price increases. The way you get those tickets has changed, too. Gone are the days of waiting in long lines in Times Square. Now, tickets move fast on apps, discount sites, or lotteries. Broadway's trying to reel folks back in with deals—anything from same-day digital rush tickets (sometimes under $40!) to last-minute price drops on SeatGeek, TodayTix, or Telecharge. Dynamic pricing is everywhere—if sales are slow, prices go down to fill seats; if a celebrity joins the cast, watch out, because numbers spike overnight.

Here’s a quick look at what you might pay and where to try your luck:

Here’s the kicker: the Broadway League says about half of all tickets in spring 2025 are sold through special discounts, lotteries, or rush programs. Compare that to just over a third in 2019, and you can see the industry’s working hard to fill those seats by making things a bit more flexible for buyers.

If you’re hunting for deals, check digital lottery sites or early bird weekday shows. Student and standing room tickets still pop up for select performances at old-school box offices or direct sites, but you need to be quick. Some shows have even started “pay what you can” nights to reel in locals and first-timers.

So while sticker shock is real, with a little research and patience, you can still experience Broadway without getting priced out. And honestly, riding the adrenaline of scoring a cheap ticket can add to the whole adventure.

Practical Tips for Theatregoers in 2025

If you want to see a Broadway show this year, you’ve got more options than you might expect, and scoring a deal is way more doable than before. Here’s what you need to know to enjoy the experience without going broke or getting lost in the ticket maze.

• Shop around for tickets: Don’t just head to the box office or the usual ticketing sites. Check TodayTix, TKTS booths (still reliable for day-of discounts), and the official show sites for surprise flash sales. Big musicals sometimes offer lotteries or rush tickets, especially early in the week.
• Go on less popular days: Matinees, Tuesdays, and even rainy nights tend to have more availability and lower prices. In 2024, Tuesday performances averaged 18% fewer people than Friday and Saturday nights. Less buzz means better seats for you.
• Travel light and smart: More venues now have bag checks. Leave backpacks at home to breeze through. Bringing kids? Most shows say age 4+, but kid-friendly matinees are popping up post-pandemic.
• Check for access programs: Students, teachers, military, and seniors can often score serious discounts with valid ID. Groups (even if you and a few friends team up) sometimes qualify for special rates.
• Follow your favorite theaters: Theaters like the Nederlander or Shubert regularly post ticket drops and promo codes on social media. It’s worth hitting the follow button.

Here’s a look at where ticket prices and attendance stand right now:

Don’t count out the smaller, off-Broadway venues either. They’re bouncing back, and tickets can be half the price (or less) of the big-name theaters, usually with a more laid-back vibe and no bad seats. So if you’re looking to bring your kids, impress a date, or just treat yourself, Broadway in 2025 has a way in for nearly every budget.