![]() When asked if they would consider paying to stream a movie at home rather than go to a movie theater, 63% say they would consider it, with Gen Z (72%) and millennials (71%) the most willing to pay to stream a new movie release at home. A substantial number of consumers have made purchases of some movies as well, with 25% of millennials having paid to watch Black Widow at home, while 24% of Gen Zs and millennials paid for Mulan. Those with children in the home are twice as likely than those without children at home to purchase a new release, at 54% vs. ![]() When broken down by generation demographic, this rises to 54% for millennials, but is only 14% for baby boomers. adults report to have purchased a new movie release to stream at home and will continue to do so in the future. It’s important we hear directly from consumers to plan successfully.ĮNGINE has found that 36% of U.S. There are certainly many industry economic issues to work out to find the balance between theaters and streaming, but we cannot lose touch with consumer preferences. The combination of explosive growth of streaming subscriptions, consumers’ increasing comfort with the streaming ecosystem and with continued hesitance to return to theaters is driving fragmentation among movie viewers. adults saying that they would be willing to go to the movies in the next week. And these behaviors may continue to stick with some portion of the population going forward, with a little less than half (47%) of U.S. Despite various in-person services opening back up, including movie theaters, many consumers have become accustomed to paying for and watching new movies at home, skipping the in-theater experience.
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