Why Americans Are Going To The Movies Less Often And What Is Changing The Rules of The Game For Viewers

In the past six years, the number of frequent moviegoers in the US has dropped by more than half. Not long ago, almost every third adult American went to the movies at least once a month, but now only 17% do so. What has changed in viewers’ habits, and why are movie theaters losing their most loyal customers? Let’s look at the reasons behind this shift, what the modern moviegoer looks like, and what roles income, technology, and new forms of leisure play.

How Are Attendance Dynamics Changing and What Is Happening with the Audience?

Although the total number of adults who go to the movies at least once a year has hardly changed since 2019 and remains at about 70%, the makeup of this audience has become quite different. The share of those who go to the movies regularly has dropped from 39% to 17%. At the same time, the number of people who go to the movies less than once a month has risen to 53%. Now, most Americans choose movies as an occasional treat rather than a regular part of their leisure time.

What Is Making Viewers Stay Home More Often

Research shows that viewers have three main reasons for going to the movies less often:

• High ticket prices and additional costs such as popcorn and drinks
• The ability to wait for a movie to be released on streaming services and watch it at home
• A lack of interesting premieres and a limited selection of genres

Movie theaters are losing their regular audience, slipping away like sand through their fingers, as for two-thirds of respondents, price has become the decisive argument for giving up frequent visits.

Why Young People Are Losing Interest in Iconic Franchises

Young viewers show noticeably less interest in films that have become classics for older generations, such as the Indiana Jones or James Bond series. Preferences are shaped by which movies were released during their formative years. Young people choose modern franchises: superhero blockbusters like Avengers, animated series like Toy Story, and new adventure stories. Older viewers remain loyal to the iconic adventures that they associate with their youth.

How the Profile of the Frequent Moviegoer Has Changed

In recent years, there have been noticeable age shifts among frequent moviegoers. Among young people aged 18 to 24, their share has dropped to 16%, while among adults over 55, it has risen to 25%. The main group of regular moviegoers is people aged 25 to 44. The share of single adults without children and people with high incomes has increased significantly. Although women now make up the majority of all viewers, men still outnumber women among frequent moviegoers.

How Income and Family Status Affect Audience Habits

Data show that among frequent moviegoers, people with incomes above $100,000 per year are increasingly common, while the share of low-income visitors has dropped to 27%. Rising ticket prices and related costs are making moviegoing less accessible for families on a tight budget. Now, there are more single adults among frequent moviegoers, while families with children are gradually moving into the background.

How Technology and New Habits Are Changing People’s Behavior

The development of streaming platforms has had a significant impact on Americans’ choices. For many, it is easier to wait until a movie appears online to watch it at home at a convenient time and without extra expenses. The habit of watching on big screens is giving way to home entertainment, and the competition between movie theaters and streaming services is becoming increasingly fierce.

This is primarily due to the fact that people have become accustomed to entertaining themselves without leaving home. Whether it’s watching a series through streaming services or playing an online Plinko game, user convenience comes first. And this tendency was greatly reinforced during the pandemic, when people were locked at home for many weeks and months.

What Trends Are Emerging in Other Countries and What Questions Remain Unanswered

Similar trends are being observed in other developed countries, where home viewing is becoming more popular and trips to the cinema are becoming less frequent. The question remains: will movie theaters be able to win back their formerly loyal audience, or will the industry completely change its operating model? It is important to understand whether cinema as a social experience will survive, or if individual viewing will completely replace the tradition of watching together.

What Changes Await Movie Theaters and What They Need to Do

In recent years, the audience structure has changed: the share of infrequent visitors has grown, and the influence of income and home habits has increased. Movie theaters are forced to look for new ways to attract viewers with different means and expectations. The industry’s success will depend on how flexibly it can respond to the challenges of the times, offering new formats and taking into account the changing needs of the audience.