Survey: More Than Two-Thirds of Americans Would Prefer to Watch First-Run Movies at Home After Pandemic

A December survey of American consumers found 67% would prefer to watch recently released movies at home after the pandemic instead of going to the movie theater.

Meanwhile, 12% said they would prefer to watch recently released movies in the theater, according to the Savanta survey of 500 Americans.

Half (50%) said they are likely to pay to watch a recently released movie on a streaming platform, but about one-third (32%) said they are not likely to pay to watch a recently released movie on a streaming platform (17% said they are neither likely nor unlikely to pay to watch a recently released movie on a streaming platform).

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The survey found respondents are willing to pay on average of $14 to watch a recently released movie on a streaming platform — with 46% willing to pay less than $10, 30% willing to pay $10 to $19, 15% willing to pay $20 to $30, and 8% willing to pay more than $31.

Half said they weren’t sure when they would return to a movie theater. Meanwhile, 17% think they would go to a movie theater in the next six months, 13% think they would go to a movie theater within the next month, 11% think they would go to a movie theater within the next two-three months, and 8% think they would go to a movie theater within the next four to five months.

Savanta is a New York-based research and advisory firm.

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