Broadway’s biggest growth opportunity isn’t the next show. It’s the next audience.

Broadway markets to the people who already buy tickets. That group is small, it is aging, and it is not growing fast enough to carry the industry’s economics. The audience that is growing is watching theatre content on TikTok, YouTube, and Instagram, often without ever having bought a Broadway ticket, and the industry is not meeting nascent audiences where they are. Katharine Quinn built two companies to do it.