Americans are watching movies more at home than in theaters, poll confirms

More Americans chose to see a movie through streaming services as opposed to seeing it in a theater, a new Associated Press-National Opinion Research Center poll found.

The poll released Thursday, which surveyed 1,182 adults from Aug. 21 to Aug. 25, found that while 65% of Americans saw a movie in theaters at some point over the previous year, 75% opted to stream a movie instead of seeing its theatrical release, with only 25% of those polled not streaming any movies.

Streaming is most popular with Americans between 18 and 44; 20% streamed movies instead of going to theaters at least once a week or more, another 20% streamed a movie instead of going to a theater at least once a month, and 47% streamed a movie instead of going to a theater several times or less in the previous year. Only 13% did not stream any movies at all.

Conversely, 10% of adults 45 and up streamed a movie at least once a week or more instead of going to a theater, 15% opted to stream instead of going to a theater at least once a month, 39% chose to stream instead of going to a theater several times or less in the previous year and 35% did not stream any movies at all.

The AP-NORC poll also found that younger adults were likelier to go to theaters, with 77% of those ages 18 to 44 attending a movie versus 22% who didn’t see any movies in theaters. For those ages 45 and up, 55% attended a movie in person versus 45% who didn’t see any movies in theaters.

The U.S. movie theater industry wants the companies that make movies to extend the theatrical exclusivity window to a standard of at least 45 days in an attempt to incentivize theatergoing.

“A clear, consistent starting point is necessary to affirm our collective commitment to theatrical exclusivity and to provide clear expectations for movie fans,” Michael O’Leary, CEO of the Cinema United trade group of theater owners, said at a convention in Las Vegas in April, according to the Los Angeles Times.

Before the COVID-19 pandemic, the theatrical exclusivity window was often as long as 90 days, according to the newspaper.

Streaming bigwigs think companies and filmmakers should get with the times. Netflix CEO Ted Sarandos told Time magazine in April that the idea of movies playing in theaters for months with sold-out shows is an “outdated concept.”

“If you’re fortunate enough to live in Manhattan, and you can walk to a multiplex and see a movie, that’s fantastic. Most of the country cannot,” Mr. Sarandos told Time.

Use of streaming platforms also outstripped alternatives, including live TV streaming and cable and satellite TV. The poll found that 78% of respondents used a streaming service at the time of poll, 45% used live TV streaming platforms, and 38% used cable or satellite TV.