Millennials Account for 70% Using TodayTix App

Hamilton PBS documentary
Courtesy of Joan Marcus

Lured by shows like “Hamilton,” “Fun Home” and “Shakespeare in the Park,” millennials are making up 70% of theatergoers using the TodayTix app. They might be social media and smart phone obsessed, but they also love theater, according to a study by TodayTix, an app for buying last-minute theater tickets, to be released today.

The mobile theater ticketing app released new data revealing that millennials now make up 70% of theatergoers. While the median age of Broadway theatergoers is 45 years old, the average TodayTix customer is 30 years old. Only 7% of TodayTix users were older than 55, with the 33- to 54-year-old age group making up 23% of sales.

The study also shows that men are 30% more likely than women to buy tickets the same day as the show.

TodayTix provides access to discounted same-day tickets via a mobile lottery, and users can enter every single day. “Hamilton,” “Fun Home” and “Shakespeare in the Park” were the app’s most popular lottery entries.

Although, TodayTix users aren’t the only theatergoers wanting to see “Hamilton.” The Broadway musical’s website crashed on Jan. 5 after receiving more than 50,000 entries to its new digital-ticket lottery, forcing the show to reinstate in-person ticket drawing. Over 2,000 people flocked to the Richard Rodgers Theatre in New York for the chance to win one of the prized $10 front-row tickets to “Hamilton,” according to the Wall Street Journal.

Even after the post-holiday decline in ticket sales, “Hamilton” brought in over a million dollars last week.

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  1. Christopher Steele says:

    I love a survey that has a 33 to 54 category. So inclusive! More seriously with a week ahead booking policy and an app and not web it’s a very specific and direct channel. Which therefore selects its customers to those less likely to book ahead and making more immediate decisions.

    • Yuri Broze says:

      You’ll be relieved to know that our actual survey data had much more granular age categories than what we summarized here.

      You have a good point that young people may be more likely to purchase last minute, and therefore choose TodayTix more often than other age groups. Among our users, age was not a significant predictor of how far in advance people purchase, which may reflect selection bias rather than general correlations between age and planning.

      We *did* find that men are more likely to purchase last-minute than women, however.

      Source: I’m head of Data for TodayTix.

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