Would you go to a play by yourself? Theaters are hoping so

Published: Wednesday, March 4, 2026 at 10:00 am

Solo Theatergoers Surge, Prompting New Initiatives

New data indicates a significant shift in theater attendance, with a growing number of individuals opting to experience live performances solo. According to the Broadway League, nearly 20% of Broadway tickets are now purchased by single attendees, a substantial increase from just a few years ago.

Responding to this trend, ATG Entertainment, a major live theater operator with venues across the United States, United Kingdom, and Europe, has launched a "Solo Seats" initiative. This program aims to make attending the theater alone a more welcoming experience. The initiative includes discounted tickets, pre-show mixers for solo attendees, and complimentary drinks.

ATG's chief marketing officer, Scott Kane, emphasizes that the program is not intended as a "singles night" but rather as a way to encourage individuals to feel comfortable enjoying a show on their own. The inaugural Solo Seats event, a performance of "The Notebook," attracted 60 attendees.

This initiative aligns with a broader cultural shift towards solo leisure activities. Driven by factors such as economic independence, longer life expectancies, and individualism, more people are embracing activities like travel and dining alone. Social psychologist Bella DePaulo notes that this trend extends to concerts, movies, and shows, with individuals becoming less intimidated by the prospect of experiencing these activities independently.

Theater audience scholar Susan Bennett believes that theaters have an opportunity to capitalize on this growing market segment, particularly as they continue to recover from the impact of the COVID-19 pandemic. She notes that the perception of theater as a group activity, coupled with lingering stigmas associated with attending alone, can be a barrier for some. Bennett suggests that initiatives like ATG's Solo Seats can help to alleviate these concerns and make the theater experience more appealing to a wider audience. ATG plans to expand the Solo Seats concept across the U.S. in the coming months.

BNN's Perspective:

The rise in solo theater attendance reflects a changing social landscape where individual experiences are increasingly valued. While some may still perceive theater as a social activity, initiatives like "Solo Seats" demonstrate a proactive approach to adapting to evolving audience preferences. This trend presents a promising opportunity for theaters to attract new audiences and revitalize the performing arts sector.

Keywords: theater, solo, attendance, Broadway, ATG Entertainment, Solo Seats, single tickets, leisure, individualism, audience, performance, musical, initiative, entertainment, cultural shift

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