Preference for watching a movie for the first time at a theater instead of via a streaming service in the United States from November 2018 to June 2020
Characteristic
November 2018
March 2020
June 2020
Strongly prefer theater
28%
18%
14%
Somewhat prefer theater
25%
19%
16%
Somewhat prefer streaming
15%
23%
20%
Strongly prefer streaming
15%
27%
36%
Don't know/no opinion
17%
13%
14%
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According to a study held in June 2020, just 14 percent of adults said that they strongly preferred seeing a movie for the first time in a theater, and 36 percent said that they would much rather stream the film at home than visit a cinema. Preferences for watching a new release in a cinema instead of via a streaming service in the United States changed significantly between 2018 and 2020, signaling a shift in consumer behavior and potentially a risk for movie theaters in the country. Also important to note is the effect of the coronavirus on consumer confidence. There was a drop in the share of movie fans willing to visit cinemas between March and June 2020, likely the result of consumers fearing the risk of infection and feeling more comfortable viewing movies in the safety of their own home.
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Morning Consult. (June 23, 2020). Preference for watching a movie for the first time at a theater instead of via a streaming service in the United States from November 2018 to June 2020 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 26, 2026, from /statistics/947757/theaters-streaming-watching-movies/
Morning Consult. "Preference for watching a movie for the first time at a theater instead of via a streaming service in the United States from November 2018 to June 2020." Chart. June 23, 2020. ÌÇÐÄÆƽâ°æ. Accessed July 26, 2026. /statistics/947757/theaters-streaming-watching-movies/
Morning Consult. (2020). Preference for watching a movie for the first time at a theater instead of via a streaming service in the United States from November 2018 to June 2020. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 26, 2026. /statistics/947757/theaters-streaming-watching-movies/
Morning Consult. "Preference for Watching a Movie for The First Time at a Theater Instead of via a Streaming Service in The United States from November 2018 to June 2020." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 23 Jun 2020, /statistics/947757/theaters-streaming-watching-movies/
Morning Consult, Preference for watching a movie for the first time at a theater instead of via a streaming service in the United States from November 2018 to June 2020 ÌÇÐÄÆƽâ°æ, /statistics/947757/theaters-streaming-watching-movies/ (last visited July 26, 2026)
Preference for watching a movie for the first time at a theater instead of via a streaming service in the United States from November 2018 to June 2020 [Graph], Morning Consult, June 23, 2020. [Online]. Available: /statistics/947757/theaters-streaming-watching-movies/
