As Conan O’Brien prepares to host the 98th Academy Awards this Sunday, a new study reveals a significant shift in how Americans consume movies. A recent poll indicates that just over half of U.S. Adults saw a film in a movie theater in the past year, signaling a continuing decline in traditional cinema attendance. The findings raise questions about the future of the moviegoing experience as streaming services and home entertainment options proliferate.
The Pew Research Center conducted the study last summer, a period typically considered peak season for box office revenue, with May historically being the highest-grossing month. The survey, boasting a high response rate of 94% with 9,916 panelists responding out of a sample of 10,541, highlights a growing trend of audiences opting for alternatives to the theatrical experience. This shift comes as ticket prices continue to rise and the convenience of streaming becomes increasingly appealing.
The study found a near-even split in moviegoing habits between men (53%) and women (54%). However, a notable generational divide emerged, with adults aged 18-29 being the most likely to have visited a movie theater in the prior 12 months. Conversely, only 39% of those over the age of 65 reported having done so, suggesting a stronger preference for at-home viewing among older demographics.
Looking at long-term trends, the Pew Research Center data shows a considerable decrease in movie ticket sales since 2002, when over 1.2 billion tickets were sold in the U.S. And Canada. That number has fallen to 769.2 million in 2025. The COVID-19 pandemic further exacerbated this decline, with 2020 witnessing a dramatic plunge to just 231.6 million tickets sold.
The cost of a movie ticket is undoubtedly a factor. In 2002, the average price was $5.81, a stark contrast to the $16.95 currently charged for a Friday night showing of “Reminders of Him” at the Regal Gallery Place theater, with 3D showings of “Hoppers” costing $22.25. This price increase, coupled with the availability of streaming options, is reshaping consumer behavior.
Recent conversations with individuals on the National Mall echoed the study’s findings. When asked about their last movie theater experience, Amy Nelson initially struggled to recall, stating, “My word. I have no idea. I can’t even remember.” Her husband prompted her, and she remembered a recent outing. “I honestly reckon it was ‘Wonka,’” Nelson said, clarifying they were referring to the 2023 film starring Timothée Chalamet. Their 17-year-vintage son chimed in, mentioning he had seen Brad Pitt’s “F1” in theaters last summer.
Mandi Myers also admitted to a recent theater visit around Christmas, though she initially had trouble recalling the specific film. “ … I can’t even remember what we saw,” she said before remembering it was “Zootopia 2.” Carla Silvano and her son Matthew were more certain, recalling recent trips to see Baz Luhrmann’s “EPiC: Elvis Presley in Concert” and “Avatar: Fire and Ash,” respectively.
Interestingly, the majority of those interviewed had last seen a movie in a theater around Christmas, the second busiest time of year for cinemas.
The changing landscape of movie consumption presents both challenges and opportunities for the film industry. As streaming continues to gain prominence, theaters will likely necessitate to innovate and offer unique experiences to attract audiences back to the big screen. The success of events like O’Brien’s hosting of the Oscars may also play a role in reigniting public interest in the communal experience of cinema.
What the future holds for movie theaters remains to be seen, but the latest data suggests a need for adaptation and a renewed focus on providing value to moviegoers. Share your thoughts on the future of moviegoing in the comments below.
