Streaming Over Theaters: The New Movie Viewing Norm

The shift from watching new movies in theaters to streaming them at home has been one of the most significant changes in entertainment over the past few decades. COVID accelerated that shift, and though the pandemic has faded, many viewers have continued to trade theater-going for watching the latest movies at home.

TVREV partner MX8 Labs surveyed U.S. viewers about their movie watching habits, and found that 46% prefer to stream flicks at home, while only 15% favor theaters. Here are a few insights around why so many people are opting for streaming vs. a theater outing:

• Convenience was the top factor for streaming at home, cited by 78% of surveyed viewers. That share was even higher for several specific demographics: People with a Bachelor's degree (85%), those who live in the Midwestern U.S. (86%) and viewers aged 55-64 (90%).

• The lack of crowds and/or noisy people was another key factor, cited by 70% of total surveyed viewers. That rises to 81% of people over 65, and a whopping 87% for those living in the Western U.S.

• Cost savings ranked third, noted by 62% of all respondents.