Going to the Cinema or Watching at Home: A Study in Numbers

65% want to watch new movies at home, and over 70% are willing to pay for it.

The Flixed website team conducted a study on who chooses to watch movies at home or in cinemas, and why. They surveyed more than 1,000 people and published results, which TK Media is sharing with you in translation.

One reason for the study was a 28% drop in American box office figures in 2019. The team suggested that modern viewers prefer to watch even new movies at home on streaming services.

65% of respondents prefer watching movies at home, 29% in cinemas, and another 6% remained neutral. The statistics do not change by generation: from 61% to 73% prefer watching movies at home.

Interestingly, respondents who visit cinemas at least once a month also prefer watching movies at home: 50% versus 42% for cinemas.

30-year-old respondent

I prefer watching movies in cinemas, but it is difficult. It cannot be spontaneous, because the trip there takes 20 minutes. If you have small children, you may have to leave in the middle of the screening. You cannot pause if you need the restroom. And sometimes the film is no longer showing in cinemas by the time you have a chance to see it.

Between 74% and 80% are willing to pay for the opportunity to watch new movies at home. The average price viewers are willing to pay for this is $11 (275 hryvnias) per new movie at home and $22 (550 hryvnias) for a monthly subscription to new movies at home. At the same time, according to the same respondents, the average price of one cinema ticket is $12 (300 hryvnias).

40-year-old respondent

When a movie you really wanted to see comes out, it is better to see it in a cinema. Household chores and other distractions will not get in the way. And the huge screen and speakers help you get immersed in the story. That is why I go to the cinema for important films. I usually watch the rest at home.

Among the main reasons why viewers prefer watching movies at home:

1. Comfort and coziness — 68%
2. Expensive food and drinks at cinemas — 48%
3. Ability to control playback (pause, rewind, volume level) — 39%
4. Expensive cinema tickets — 38%
5. Other viewers interfere with watching — 26%
6. Lack of time — 15%
7. No need to look for a babysitter — 13%
8. Cinemas show a lot of advertising — 8%
9. Movies in cinemas have become worse in quality — 8%
10. Hard to find parking near the cinema — 6%

66% would watch new Marvel and Star Wars movies at home, and 34% in cinemas. Fans of DC and Harry Potter also prefer the home atmosphere: 73% and 75% versus 27% and 25% for cinemas, respectively.

18% of respondents said that a cinema makes watching a movie less enjoyable. At the same time, 57% believe cinemas improve the movie experience at least a little. Another 25% are sure that the cinema hall has a significant positive effect on viewing.

64% of respondents believe they will go to the cinema less in the next 3 years because of streaming services. 52% prefer movies made for big screens over those made for streaming services.