Musicals and theater are one of those things that people who enjoy them really enjoy them, while others find them difficult to stomach. Think about some of the best works of art, they are often considered musicals and plays, but inversely, think about the best selling media of all time, they typically are not.
Why is this? Perhaps it is because culture is an acquired taste for many, and for others it comes naturally. That is not to say that people that do not like musicals and theater are not cultured, but perhaps there is a little more to it than meets the eye.
Culture meets pop culture
It is quite possible that pop culture plays a large role in why people do not like musicals and theater as much. They are not typically part of the Hollywood vibe that is sweeping the United States and many parts of the world. In essence, it is a bit more difficult to learn about theater and musicals than it is to hear about pop music.
Maybe in the future there will be a bit more coverage of theater so that it is more accessible to the people that do not go out of their way to investigate it. Pop culture is something that should be enjoyed, but theater is often overlooked as one of the better forms of entertainment. Theater brings a lot to the table in terms of culture and entertainment, but not everybody has access. Perhaps in the future they will.