WASHINGTON — Americans are increasingly opting to stream new movies at home rather than head to the theaters, according to a new poll that highlights shifting viewing habits in the post-pandemic era.
Three-quarters of U.S. adults say they’ve chosen to watch a recently released film on a streaming service instead of in a cinema at least once in the past year, the survey from The Associated Press-NORC Center for Public Affairs Research found. About 3 in 10 did so at least monthly.
By contrast, two-thirds reported seeing a new movie in a theater over the same period, but only 16% did so frequently. More than half said they’ve done both — catching some releases on the big screen while skipping others in favor of home viewing.
The findings come as Hollywood grapples with a box office that’s rebounding but still lags behind pre-COVID highs. North American ticket sales are up more than 4% from last year but down over 22% compared to 2019. Rising ticket prices, now averaging $13.17, and quicker jumps to streaming platforms are reshaping how people consume films.
The poll shows younger adults under 30 are especially drawn to streaming, with nearly half watching new movies that way monthly versus about 2 in 10 hitting theaters with the same frequency.
The survey also reveals income disparities: Higher earners are more likely to see new releases in theaters occasionally, but the gap narrows for streaming, making it a more accessible option for lower-income viewers.
The poll of 1,182 adults was conducted Aug. 21-25, with a margin of sampling error of plus or minus 3.8 percentage points.
The AP-NORC poll refers to public opinion surveys conducted by the AP-NORC Center for Public Affairs Research, a joint initiative that produces data-driven insights on a wide range of social, political, and cultural topics to inform journalism and public discourse.
Established in 2011, the center is a partnership between The Associated Press (AP), a global news organization founded in 1846, and NORC at the University of Chicago, an independent, non-partisan research institution established in 1941.
The center’s mission is to deliver timely and accurate data on public attitudes, supporting informed decision-making in policy, media, and society. This often involves focusing on issues such as entertainment trends, political nominations, education, healthcare, and international affairs.
