Findings:
Streamers are also moviegoers: 61% of streaming users surveyed saw at least two movies in theaters in the past six months.
Preference for streaming: 45% prefer to stream new movies at home, primarily due to cost and convenience.
Openness to both: 37% of respondents are open to either streaming or going to the theater.
Theatrical appeal: Half of moviegoers believe some movies must be seen in theaters, and they value the social experience and perks like popcorn.
Streaming's influence: 44% of moviegoers said trailers on streaming services made them more interested in buying a movie ticket.
FAST channels' role: Ad-supported platforms like Roku are gaining viewership and offer an opportunity for studios to reach a large audience with movie trailers.
Key Takeaway:
Streaming and theatrical experiences can coexist and even benefit each other. While streaming offers convenience and affordability, many viewers still crave the unique experience of watching movies in theaters. Studios can leverage ad-supported streaming platforms like Roku to promote theatrical releases and drive box office success.
Trend:
Moviegoing streamers: A growing segment of consumers who enjoy both streaming and theatrical experiences.
Consumer Motivation:
Streaming: Convenience, affordability, and flexibility.
Theaters: Unique experience, social gatherings, and cinematic quality.
What's Driving the Trend:
Streaming: Increased availability of content and convenience of home viewing.
Theaters: Desire for communal experiences and premium moviegoing events.
People the Article Refers to:
U.S.-based consumers 18-64 who watch at least one hour of streaming content a week.
Moviegoing streamers: Those who have seen at least one film in the theater within the past year.
Product/Service:
Streaming platforms (particularly ad-supported ones like Roku) and movie theaters.
Conclusions:
The relationship between streaming and theatrical releases is more complex than a simple competition.
Studios can use streaming platforms to drive interest and ticket sales for theatrical releases.
Ad-supported streaming platforms benefit from a healthy box office due to their reliance on licensed content.
Implications for Brands:
Studios should embrace a multi-platform approach to movie releases, utilizing streaming platforms to promote theatrical experiences.
Ad-supported streaming platforms can offer studios a valuable way to reach and engage potential moviegoers.
Implication for Society:
The continued coexistence of streaming and theatrical experiences can enrich the entertainment landscape.
Streaming platforms can play a role in preserving the moviegoing tradition.
Implications for Consumers:
More options for consuming movies, both at home and in theaters.
Greater potential for tailored movie recommendations and marketing based on streaming habits.
Implication for the Future:
A symbiotic relationship between streaming and theatrical releases, with each contributing to the overall success of the film industry.
The rise of ad-supported streaming platforms as a significant marketing channel for movie studios.
Consumer Trend:
"Moviegoing Streamers" - Consumers who actively engage with both streaming and theatrical experiences.
Consumer Sub Trend:
"Experience-Driven Moviegoing" - The desire for unique and social experiences at the movie theater.
Big Social Trend:
"Convergence of Entertainment Platforms" - The blending of traditional and digital media consumption habits.
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