Streaming Dominates Theaters: Most Americans Now Prefer Watching New Movies at Home

Streaming Is Overtaking Theaters for Movie Watchers, AP-NORC Poll Finds A new poll conducted by the Associated Press-NORC Center for Public Affairs Research has revealed that a significant majority of Americans prefer watching newly released movies from the comfort of their own homes rather than heading out to a theater. According to the survey, about three-quarters of U.S. adults said they watched a new movie on streaming services at least once in the past year. The poll found that 73% of respondents had streamed a new movie, while only 64% reported watching a recently released film in a theater during the same period. Furthermore, about 3 in 10 Americans (31%) admitted to watching new movies on streaming platforms at least once a month, whereas only 16% said they went to see a newly released film in a theater at least once a month. Industry insiders attribute this shift to the convenience and accessibility of streaming services. "The pandemic accelerated the trend towards streaming, but it's clear that people have adopted this behavior as their new norm," said Paul Dergarabedian, senior media analyst at Comscore. "Streaming offers flexibility and comfort, which is a winning combination for audiences." The cultural impact of this shift is also being felt. With more people opting to stream movies from home, the traditional movie-going experience has become less appealing. As a result, theater owners are struggling to fill seats, leading to concerns about the long-term sustainability of the industry. However, not everyone sees this trend as a negative development. "Streaming has democratized access to movies and made it possible for people to watch what they want, when they want," said Ryan Coogler, director of Black Panther and other successful films. "It's a more inclusive and diverse way of consuming cinema." The AP-NORC poll suggests that this trend is unlikely to reverse anytime soon. As streaming services continue to improve their offerings and expand their reach, it's clear that the movie-going experience will need to adapt to remain relevant. In conclusion, the shift towards streaming as the preferred method for watching new movies has become a reality in the United States. With the majority of Americans opting for the convenience of streaming over the traditional theater experience, the industry must find ways to evolve and meet the changing demands of its audience. Background: The Associated Press-NORC Center for Public Affairs Research conducted the poll between March 14-21, 2023, among a nationally representative sample of 1,071 adults. The survey was conducted online and by phone, with a margin of error of plus or minus 4 percentage points. Note to editor: For more information on the AP-NORC Center for Public Affairs Research, please visit their website at [www.apnorc.org](http://www.apnorc.org). *Reporting by Entertainment.*