“& Juliet” Video Surpasses 100 Million Views, the Most-Viewed Video to Date from an Official Broadway Show Account
New York, NY — March 6, 2026 — AKA NYC today announced a historic milestone in Broadway marketing, as a social video created for & Juliet surpassed 100 million views on YouTube Shorts, making it the most-viewed video to date published on any platform by an official Broadway show account.
The achievement marks a historic first for Broadway social media performance and signals a breakthrough in how theater brands can connect with audiences at scale—demonstrating the power of social media not just to market shows, but to actively shape culture.
The record-setting YouTube Shorts performance is part of a broader wave of success for & Juliet across platforms. The show also holds the most-viewed TikTok video ever published by an official Broadway show account, with over 37 million views, and includes one of the most- viewed Instagram videos from a Broadway show account, with 11 million views to date.
Beyond individual viral moments, the campaign has demonstrated sustained, repeatable performance. Across platforms, & Juliet has generated more than 80 videos surpassing one million views, underscoring the effectiveness of AKA NYC’s content-forward, audience-first approach to social storytelling.
Together, these results position & Juliet as one of the most-watched Broadway brands on short-form video. The show has fully recouped and continues to expand its audience footprint, reinforcing the connection between cultural relevance, discoverability, and long-term success.
A defining driver of & Juliet’s social success has been a philosophy of radical access, delivered at a scale rarely seen in Broadway marketing. The campaign has featured extensive show footage released on social platforms, performance moments captured from the wings, and behind-the- scenes access with cast and company. This access is paired with original, platform-native content that is not solely reliant on trends, memes, or recycled formats, resulting in social storytelling that feels immersive, confident, and culturally fluent.
From the launch of the & Juliet social channels, AKA NYC also embraced early innovation in creator collaboration. The agency partnered with a group of micro-influencers who worked on ongoing content rather than one-off posts, serving as early fan ambassadors and cultural guides. This approach was instrumental in early audience building—helping to establish momentum at the outset of the channel’s existence—and became the foundation for AKA NYC’s The Arts Insider program, an industry-first content creator cohort. The Arts Insider is now a major driver of high-performing user-generated content across both organic and paid social.
AKA NYC’s work is content-forward and data-fueled, rooted in the belief that entertainment sells entertainment. Social is treated as a critical tool for cultural amplification and for building the future of Broadway audiences. By prioritizing discoverability and reaching beyond insular fan service aimed only at the already converted, social becomes a long-term growth engine— expanding who feels invited to Broadway and future-proofing its audience base.
This approach is enabled by AKA NYC’s fully integrated creative model, in which social and content are embedded directly within the agency’s creative studio. Creative work is led by Chief Creative Officer Miky Wolf, with content and social operating as a core creative discipline. Under Wolf’s leadership, Sam McMenamin, Senior Creative Director and Head of Content & Social, leads the agency’s content and social teams and leads the creative vision for & Juliet. By developing brand, campaign, and social thinking together, AKA NYC delivers true content-first brand building, an approach that remains rare within the Broadway and entertainment industries.
AKA NYC’s momentum extends well beyond & Juliet. Recent and current Broadway work includes Romeo + Juliet—the first Broadway show ever to receive a Shorty Award, winning Best Instagram Presence in 2025 against major cultural brands—along with Stranger Things: The First Shadow, which achieved the largest following of any show from the 2024–2025 Broadway season. Additional productions include Cabaret at the Kit Kat Club, Sunset Boulevard, Buena Vista Social Club, Every Brilliant Thing, Hell’s Kitchen, Waiting for Godot, Oedipus, Dog Day Afternoon, Art, Joe Turner’s Come and Gone, and Gypsy.
“We approach social like showrunners creating entertainment that builds a world around the production and earns attention long before a ticket is sold,” said Sam McMenamin, Senior Creative Director and Head of Content & Social at AKA NYC. “With & Juliet, the producers empowered us to move fast, experiment freely, and let the audience tell us what works. That matters because the future of Broadway depends on reaching new audiences beyond insular fan service—and social is one of the most powerful ways to break out of our bubble and into culture.”
“This particular milestone and the viral response to other & Juliet content speaks to how powerfully the show and its music has connected with audiences around the world,” said Eva Price, one of the show’s producers. “It’s also a clear reminder that Broadway audiences are international, and that there is an appetite for content beyond those who can see musicals in person. The joy that resonates from & Juliet’s social channels and its content is a nice antidote to doom scrolling, just like the show itself.”
Assets & Reference Links
• 100M+ View Video: https://youtube.com/shorts/UUOA5ITtKMI?si=bd8aGDsssasJ2X-R
• Record-Setting TikTok Video: https://www.tiktok.com/t/ZP89xxqeV/
• 11M+ View Instagram Video: https://www.instagram.com/reel/DBtshQFhhw1/?igsh=bTU2b3pvNmVoZXU0
• View Count Screenshots: https://spaces.hightail.com/space/rNuiT2l5mB
About AKA NYC
AKA is a global, full-cycle advertising agency with offices in the US and UK. The AKA Group, including Digital Media Services and the film advertising agency The Creative Partnership, delivers creative, strategic, and insightful campaigns to theater, arts & culture, attractions & destinations, and sports & leisure clients worldwide. The New York office, led by Elizabeth Furze, has a proven record for delivering creative cross-platform campaigns that get people to go places.
For more information, visit https://aka.nyc.