Findings: According to a YouGov poll conducted across 17 international markets, 71% of respondents prefer movies to run between two to three hours. A smaller portion, 16%, prefer movies shorter in length (30 minutes to one hour), and only 3% want movies shorter than 30 minutes or longer than four hours.
Key Takeaway: The majority of global moviegoers favor two to three-hour films, with only a small percentage opting for shorter or longer extremes. Preferences vary slightly across regions, with Brits and Australians leaning heavily toward the two to three-hour range, while Indonesians and Hong Kongers show a stronger preference for shorter films.
Trend: Two to three-hour films are widely accepted as the ideal length for most moviegoers globally, while shorter formats (under one hour) are more popular in Asia, particularly in Indonesia and Hong Kong.
Consumer Motivation: Viewers enjoy movies that balance depth and pacing. Longer films may require more time commitment, whereas shorter films appeal to those seeking quicker entertainment experiences.
What is Driving the Trend: The accessibility of longer-form content, cinematic storytelling, and cultural preferences play a role in shaping audience preferences. At the same time, fast-paced lifestyles and time constraints may drive the desire for shorter films in some regions.
Who are the People Referenced: The study references global audiences across various countries, with specific focus on preferences in the UK, US, Australia, Hong Kong, Indonesia, and European countries like Spain and Italy.
Description of Consumers, Product, or Service: Consumers are film audiences aged 18+ in 17 different markets. The product being evaluated is feature films of varying lengths, with preferences focusing on the ideal runtime.
Conclusions: Most global audiences favor two to three-hour movies, but there is a notable niche market for shorter films, particularly in certain Asian countries. Super-long or super-short films remain unpopular.
Implications for Brands: Movie producers and streaming platforms should focus on producing two to three-hour films to cater to the majority. However, regions with a preference for shorter films, such as Indonesia and Hong Kong, represent opportunities for short-format content.
Implication for Society: As moviegoers gravitate toward moderate-length films, the data reflects a balance between entertainment depth and time efficiency in today’s viewing habits.
Big Trend Implied: Two to Three-Hour Films remain the dominant format for global audiences, with some regional variation in shorter preferences.
Implication for Future: As consumption patterns evolve with on-demand streaming, there may be a growing need to produce a diverse range of film lengths to accommodate different viewing preferences and lifestyles.
Name of Trend: Optimal Film Length Preferences
Name of Broad Social Trend: Time-Efficient Entertainment Consumption
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