Streaming vs. screening: survey shows millennials prefer the cinema

Streaming vs. screening: survey shows millennials prefer the cinema
Photo: Unsplash

If you think streaming platforms have overtaken theatrical releases when it comes to film consumption, not so fast! A recent survey from movie-polling service PostTrak released a summary of stats and demographics tied to moviegoing and it shows some interesting results.

Based on the stats of Comscore/Screen Engine’s audience, under 35% of those who go to the cinema have frequent streaming habits. Another notable finding from the survey is that young viewers aged 18-24 are the most active in going to the movies over the past seven years.

Major productions studios have reportedly feared that the aforementioned demographic has been completely taken over by streaming platforms such as Netflix. Comscore’s Senior Media Analyst Paul Dergarabedian explains how the recent survey challenges this issue.

“Many observers have floated the idea that the 18-24 crowd isn’t flocking to the movies and running to streaming. That theory is challenged here by PostTrak’s data, which shows over the last seven years that the age group continues to be the dominant demographic of moviegoers,” he says.

Dergarabedian also notes that streaming and going to the movies isn’t in competition with each other. Instead, the two are “additive and complementary”. PostTrak’s poll shows 34% of moviegoers engage in online streaming while 25.7% stream music online.

NRG and Deadline also released a study back in April showed that while consumers believe that they get more value out of monthly streaming fees compared to average movie ticket prices, 61% still choose seeing movies in the cinema.

What do you think about it?