What Broadway does

Broadway.com, operated by Theatre Direct NY, Inc. and headquartered at 729 7th Avenue in Manhattan, is a direct-to-consumer ticketing platform and live-theater information site for Broadway and Off-Broadway shows in New York City. The company positions itself as an authorized primary-market ticket source (not a secondary-market reseller) and operates a web-based platform featuring seat-view previews, interactive seating charts, price comparison, verified reviews, and box-office-verified ticket issuance. Its core product suite includes the Broadway.com consumer site, the Group Sales Box Office (GSBO) sub-brand for bulk purchases, the Broadway Classroom educational program with study guides and post-show discussions, and a Buyer Guarantee program covering on-time delivery and refunds on cancelled performances. The company also offers gift cards and has integrated Klarna buy-now-pay-later financing as of the 2024–2026 period.

Broadway.com is a wholly owned subsidiary of The John Gore Organization, Inc. (JGO), a diversified theatrical conglomerate that also controls Broadway Across America (US touring) and Broadway Across Canada (via Eagle Eye Entertainment). Group sales operations are conducted through Group Sales Box Office, LLC (GSBO), an affiliate of Broadway.com, which holds a New York State Ticket Reseller License. The platform monetizes primarily through transaction-based service and handling fees on each ticket, with separate service-charge structures for individual consumers and group buyers, plus gift card sales. Customer acquisition is driven by organic search (show-specific queries), content marketing (news, reviews, expert guides), and a multimedia presence including The Broadway Show program, with secondary distribution through industry partnerships with ABA and SYTA.

The company was founded in 2000, employs 51–100 people, and claims to have served over 10 million customers over 25+ years with a 4.64 Trustpilot rating. Leadership includes Matt Kupchin (Co-CEO) and Stephanie Lee (President & CEO of GSBO), supported by a dedicated group-sales team covering marketing, partnerships, international sales, and operations. Broadway.com is privately held with no disclosed funding rounds, no M&A activity, and no public listing.

Name

Broadway

Legal name

Theatre Direct NY, Inc.

Website

https://broadway.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

Broadway.com is a Manhattan-based, authorized primary-market ticketing platform serving individual theatergoers and group buyers with verified Broadway and Off-Broadway tickets, seat-view tools, and educational programming, operating as a subsidiary of The John Gore Organization.

Ownership category

akta.pro rank

Product category

Live Theater Ticketing Services

NAICS

Retail Trade (44-45)

SIC

Services-Motion Picture Theaters (7830)

akta.pro primary industry

Primary Ticketing Platforms & Box Office Systems (MPAGAJAA)

akta.pro secondary industries

Theater & Performing Arts Ticketing (HSACALAC), Broadway & Commercial Theatre Productions (MPAGABAA)

Keywords

• Broadway ticket sales
• Live theater ticketing
• Group ticket booking
• Off-Broadway tickets
• Theater show information

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Ticket Sales Service Fees: Broadway.com charges a service and handling fee calculated based on the established Box Office Price per ticket. The platform also adds restoration or facility fees charged by theater venues. Prices listed on the site reflect current established Box Office prices.
2. Group Sales Services: Group Sales Box Office (GSBO) handles bulk ticket purchases for groups, adding service charges that may be flat fees or per-ticket fees. For commissionable tickets, GSBO functions as an agent; for non-commissionable sales, it acts as a reseller with total price potentially exceeding face value.
3. Gift Cards: Broadway.com offers gift cards for theater tickets that can be purchased and redeemed on the platform

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Broadway.com is a web-based live theater information and ticketing platform that sells verified Broadway and Off-Broadway tickets sourced directly from official box offices. Customers can browse shows, compare prices, read reviews, preview their seat view, and purchase tickets through the website or phone support. The platform also operates a Group Sales Box Office for bulk purchases and offers Broadway Classroom educational workshops, study guides, post-show discussions, and gift cards as supporting offerings.

Product overview

Broadway.com is a single unified platform for Broadway and Off-Broadway ticket sales, show information, and theater news. The core product (Broadway.com) serves individual ticket buyers with verified tickets, price comparison, reviews, and a buyer guarantee. An affiliated sub-brand, Group Sales Box Office (GSBO), extends the platform to serve group bookings with dedicated services including Broadway Classroom workshops, restaurant reservations, and post-show discussions. Supporting modules include interactive seating charts and study guides for educational groups. The platform acts as an authorized ticket source—not a secondary market—providing direct access to tickets through certified theater partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• Broadway.com Ticketing Platform Web-based live theater information and ticketing platform that provides official Broadway and Off-Broadway tickets, show reviews, news, expert show guides, seat-view previews, and secure checkout for individual consumers. Includes a Buyer Guarantee program with full refunds for cancelled events.
• Group Sales Box Office (GSBO) Dedicated group sales service for schools, corporate groups, tour operators, and organizations purchasing bulk Broadway and Off-Broadway tickets. Provides specialized agents, restaurant bookings, and coordination of supplementary experiences such as Broadway Classroom workshops and post-show discussions.
• Broadway Classroom Educational theatrical workshops held alongside Broadway show attendance, allowing student groups to participate in interactive learning experiences. Workshops can be scheduled with group ticket bookings through GSBO.
• Broadway Gift Cards Prepaid gift cards redeemable for Broadway and Off-Broadway tickets on the Broadway.com platform.

Quantifiable outcome

• Over 10 million customers served over 25+ years
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• The John Gore Organization, Inc. (Parent Company)coreOthersThe John Gore Organization is the parent company and owner of Broadway.com along with Broadway Across America and Broadway Across Canada. JGO is described as the premier producer and distributor of live-theater in North America.
• Broadway Across AmericacoreOthersPart of The John Gore Organization family, Broadway Across America is the theatrical touring business of JGO, bringing Broadway shows to venues across the United States.
• Broadway Across CanadaminorOthersPart of The John Gore Organization family, Broadway Across Canada brings theatrical productions to Canadian venues.
• Broadway Cares/Equity Fights AIDSminorStrategic or Co-development PartnerBroadway Cares/Equity Fights AIDS is a charitable organization that receives donations from post-show discussions organized through Broadway.com Groups. The standard donation is a $300 group minimum for student groups or $3 per student for post-show talkbacks.
• Group Sales Box Office, LLCcoreOthersGSBO is an affiliate of Broadway.com handling group sales operations. It is a subsidiary of Theatre Direct NY, Inc. and operates under a New York State Ticket Reseller License issued by the Division of Licensing Services of the Department of State.
• Theatre Direct NY, Inc.coreOthersParent entity of Group Sales Box Office, LLC. Uses the assumed name Broadway.com and operates under New York State Ticket Reseller License.
• Eagle Eye Entertainment Inc. (Broadway Across Canada)minorOthersAffiliate company operating as Broadway Across Canada, part of the JGO family of theatrical companies.
• American Bus Association (ABA)minorGTM or Marketing PartnerProud partner of ABA (American Bus Association), providing group travel industry collaboration for Broadway ticket distribution.
• Student & Youth Travel Association (SYTA)minorGTM or Marketing PartnerProud partner of SYTA, supporting student and youth travel groups with Broadway experiences.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ticketmaster: Ticketmaster is the dominant primary ticketing platform in the U.S., also operating Telecharge which handles ticketing for many Shubert Organization Broadway theaters. Directly comparable to Broadway.com as a primary ticketing source for live entertainment, though with a much broader category footprint beyond theater.
• Telecharge: Telecharge is the official ticketing service for the Shubert Organization, Jujamcyn Theaters, and many Broadway venues. It is the most direct competitor to Broadway.com in the primary Broadway ticketing space, offering a similar seat-selection and verified-ticket experience.
• StubHub: StubHub is one of the largest secondary-market ticket platforms and a major destination for Broadway ticket resales. While it operates in the resale rather than primary ticketing category that Broadway.com emphasizes, it competes for the same end consumer ticket-purchase intent.
• Vivid Seats: Vivid Seats is a public secondary-market ticketing platform with significant Broadway and Off-Broadway inventory. It competes with Broadway.com for consumer ticket-purchase demand, though positioned as a resale marketplace rather than an authorized primary source.
• Broadway Inbound: Broadway Inbound is the group-ticketing and travel-trade arm of The Broadway League, serving tour operators, schools, and corporate groups booking Broadway shows. It is directly comparable to Broadway.com's Group Sales Box Office division on the group-sales side of the business.

Emerging players

• TodayTix: TodayTix is a mobile-first theater ticketing app specializing in Broadway, Off-Broadway, and West End tickets with last-minute discounts and a slick UX. It competes directly with Broadway.com for younger, mobile-native theatergoers and represents the modern digital-native version of the Broadway ticketing category.
• Goldstar: Goldstar is a discounted ticketing marketplace focused on live entertainment including Broadway shows. It overlaps with Broadway.com on Broadway inventory but competes primarily on price-sensitive consumers rather than full-price primary sales.
• Fever: Fever is a live-entertainment discovery and ticketing platform with growing presence in immersive and Broadway-adjacent experiences. While not a direct Broadway primary ticketer, it competes for the same out-of-home entertainment wallet share and offers a mobile-first booking experience.

Broad incumbents

• SeatGeek: SeatGeek is a broad live-event ticketing marketplace covering sports, concerts, and theater including Broadway. It overlaps with Broadway.com on Broadway inventory but operates as a much larger multi-category platform with primary and secondary ticket offerings.

Others

• Playbill: Playbill is the iconic Broadway media brand, now operating Playbill.com which provides Broadway news, reviews, and ticketing links. It is comparable to Broadway.com as a content-plus-ticketing platform for Broadway audiences, though it primarily links out to box offices rather than selling directly at scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/broadwaycom
• YouTubeyoutube.com/user/Broadwaycom
• Facebookfacebook.com/broadway
• Instagraminstagram.com/broadwaycom
• TikToktiktok.com/@broadwaycom

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Broadway