Latest Ernst & Young Study Shows Movies With Theatrical Push Are More Likely To Be Streamed

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News Reel Blog   


For the third year in a row, NATO commissioned a study through Ernst & Young to look at consumer habits related to moviegoing and streaming habits. You can download the full report here and the executive summary here.

Survey results presented here include 2,191 respondents who indicated that they were, in some capacity (rarely, sometimes, usually, always), aware of whether the movie they streamed was released in a movie theatre.

► Respondents that were aware of movies’ in-theatre releases were more likely to stream a
movie when they knew it was released in theatres. Of those who were always or usually
aware of movies’ in-theatre releases, 62% reported they were more likely to stream a movie if
they knew it was released in a movie theatre. On the other hand, only 3% of these respondents
reported they were less likely to stream a movie if they knew it was released in a movie theatre.

Conclusions from last year’s study:

EY QUEST conducted a survey of 2,500 respondents, 80% of whom saw at least one movie in theatres in the last 12 months. The primary data collected in the survey was: (1) movie theatre attendance in the last 12 months, (2) streaming consumption in the last 12 months, and (3) demographic characteristics of the respondents.

  • Those who attended movies in theatres more frequently also tended to consume streaming content more frequently. For every race and age demographic, average streaming hours per week was higher for respondents who visited a movie theatre 9 times or more than respondents who visited a movie theatre only once or twice. Moreover, respondents who visited a movie theatre only once or twice in the last 12 months reported an average of 7 hours of streaming per week versus 11 hours of streaming per week for those who visited a movie theatre 9 or more times.
  • Those who did not attend a movie in a theatre in the last 12 months were more likely to report less streaming activity than those who did attend at least one movie in the same period. Of those who didn’t visit a movie theatre in the last 12 months, nearly half (49%) didn’t stream any online content. Of those who did not visit a movie theatre at all in the last 12 months, only 18% streamed online content for 8 or more hours per week.

Download the executive summary here and the full report here.