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The movie industry is undergoing a significant shift in release strategies, with a growing trend towards premium video-on-demand (PVOD) offerings. A survey conducted in late 2024 and early 2025 revealed that ** percent of media insiders expect movies to be available on premium VOD shortly after theatrical releases in the near future, reflecting changing consumer preferences and the industry adapting to new viewing habits.

Generational divide in PVOD adoption

Using PVOD is particularly popular among younger generations, with over ** Gen Z and millennials reporting to pay premium fees to watch first-run movies at home at least a few times a month. In contrast, only ** percent of baby boomers use PVOD as frequently. This generational gap suggests that PVOD strategies may need to be tailored to different age groups to maximize their effectiveness.

Factors driving at-home movie streaming

Cost plays a significant role in the shift towards at-home movie streaming. A 2024 survey found that nearly **** of North American respondents cited high theater prices, often exceeding 30 U.S. dollars per visit, as a primary reason for streaming new releases at home. Convenience and the desire for breaks during viewing also contribute to this trend. As studios adapt to these consumer preferences, they are increasingly releasing movies on premium video-on-demand. For instance, NBCU significantly grew its premium title releases from percent in 2022 to ** percent in 2023.