Take a bow, Broadway — the Great White Way just posted its biggest season ever. The 2025–2026 season generated a record $1.91B in ticket sales, the latest sign that consumers continue prioritizing experiences over goods. Even with tighter budgets and persistent inflation, memorable nights out are still making the cut.

• Adjusted for an extra week in the prior season, Broadway grosses rose 3.5%, with attendance up 1.8% and average ticket prices reaching $131.
• Plays led the growth, with attendance jumping nearly 14% and generating roughly $463M in revenue as producers leaned into recognizable titles, celebrity casting, and built-in audiences.

Curtain call ahead: With the 2026 World Cup set to drive another wave of travel spending, investors are watching MarriottMAR

, HiltonHLT

, and ExpediaEXPE

. For exposure to concerts, sports, and live events, many look to Live NationLYV

and TKO GroupTKO

. Still, the experience economy isn't immune to rising prices, with Broadway producer Jim Kierstead noting, “If audiences feel priced out, everyone loses.”