According to a recent survey conducted by The Associated Press-NORC Center for Public Affairs Research, a significant shift in movie-watching habits has emerged among Americans. The poll reveals that approximately three-quarters of U.S. adults have opted for streaming newly released films from the comfort of their homes at least once over the past year. Notably, around 30% of respondents reported watching new movies on streaming platforms at least once a month.
In contrast, about two-thirds of Americans indicated they had visited a theater to watch a recently released film within the same timeframe, with only 16% attending a theater at least once a month. This data underscores a growing preference for streaming over traditional cinema, a trend that has been notably accelerated by the COVID-19 pandemic and its lingering effects. Factors such as convenience and rising ticket prices have contributed to this shift, as many individuals find it challenging to carve out time for a theater visit or justify the cost of admission.
Streaming is more convenient
Sherry Jenkins, a 69-year-old resident of New Jersey, exemplifies this trend, stating, “It’s much more convenient. I can watch anything I want; I just have to wait a month or two after the movies are released because they usually go to streaming pretty quickly.”
The landscape of film distribution has changed dramatically in the post-pandemic era. In 2017, a 90-day exclusive theatrical window was the norm, but theaters are now advocating for a reduced industry standard of 45 days. The approach varies by studio and film; for instance, this year’s Academy Award-winning film “Anora” had a 70-day exclusive theatrical run, while the successful “Wicked” became available for on-demand purchase just 40 days after its theatrical debut.
Interestingly, there is some overlap between those who frequent theaters and those who prefer streaming. Approximately 55% of U.S. adults have experienced both options in the past year. However, the preference for streaming is more pronounced than the inclination to visit theaters exclusively.
While some industry insiders argue that films debuting in theaters carry greater cultural significance, Jenkins disagrees. She notes, “The studios now are so closely affiliated with the streaming services. There’s really no logic behind why some skip the theaters.” Having last frequented theaters regularly around 20 years ago, Jenkins, a tech-savvy retiree, finds little motivation to return. With subscriptions to multiple streaming services, she has effectively replaced cable with a rich array of viewing options.
“People tell me, ‘Oh, you have to go to the theaters and see ‘Top Gun: Maverick,’” Jenkins remarked. “But my TV is 75 inches, and I’m comfortable. I’m at home.”
The cost of movie tickets is a factor
Maryneal Jones, a 91-year-old from North Carolina, shares a similar sentiment regarding the cost of theater tickets. “There are some movies I would like to see, and I say to myself, I’ll just wait until they show them on TV or I’ll go visit a friend who has those apps,” she explained. “But I just don’t want to pay 12 bucks.”
With the average movie ticket price in the U.S. now at .17—up from .76 in 2022—many are reconsidering their theater visits. While Jones does not subscribe to any streaming services, she still manages to see about six to eight films in theaters each year, including recent titles like “The Life of Chuck” and the French romantic comedy “Jane Austen Wrecked My Life.”
The AP-NORC poll also highlights that streaming may offer a more accessible option for lower-income Americans. While higher-income adults are more likely to attend theaters for new releases, the disparity narrows when it comes to streaming films.
Younger adults watch more new movies, especially on streaming
Among younger adults, the preference for new movies is evident, with streaming being the favored method of viewing. Nearly half of adults under 30 reported watching a newly released film on streaming platforms at least once a month, compared to just 20% who visited theaters with the same frequency.
Eddie Lin, an 18-year-old student from Texas, primarily watches movies at home on platforms like Crunchyroll, Hulu, HBO Max, and Prime Video. However, he makes exceptions for major releases, such as “A Minecraft Movie,” which he attended with friends. “I felt like the audience would be more interactive and it would be enhanced by being there with, like, a bunch of people,” he shared.
Despite the formidable competition posed by streaming, there remains a growing appreciation for the cinematic experience, particularly for films shown in IMAX or other premium formats. While the North American box office has seen a 4% increase from last year, it still lags behind pre-pandemic levels, down over 22% compared to 2019.
Reflecting on his movie-going habits, Lin noted, “I used to go more when I was younger, with my family, seeing all the Marvel movies up to ‘Endgame.’ I like movie theaters. It’s an experience. For me, it’s mostly a time thing. But I do feel like a certain charm of watching movies in theaters is gone.”
The AP-NORC poll of 1,182 adults was conducted Aug. 21-25, using a sample drawn from NORC’s probability-based AmeriSpeak Panel, which is designed to be representative of the U.S. population. The margin of sampling error for adults overall is plus or minus 3.8 percentage points.
