GEN Z is SIGNIFICANTLY MORE LIKELY TO WATCH MOVIES IN THE THEATER THAN THE AVERAGE CONSUMER

Compare two connected questions in one view.

most likely

least likely

MOST LIKELY TO WATCH FEATURE LENGTH MOVIES OFTEN

men

on physical formats

116i

women

NO OVER-INDEXATION

Gen Z

at the movie theatre

157i

Millennial

on pay per view

143i

Gen X

on broadcast television

106i

boomers

no over-indexation

WHAT THIS MEANS

Cinema is Gen Z's screen. Gen Z over-index on the movie theatre (157i), where attention is at its highest. Millennials lean toward pay per view (143i), so reach them at home.

INDEX ABOVE 100 = MORE LIKELY THAN THE GLOBAL AVERAGE

least LIKELY TO WATCH FEATURE LENGTH MOVIES OFTEN

men

no over-indexation

women

on physical formats

115i

Gen Z

no over-indexation

Millennial

no over-indexation

Gen X

pay per view at home

114i

boomers

at the movie theatre

166i

WHAT THIS MEANS

Boomers have left the cinema. Boomers are the group most likely never to watch at the theatre (166i). To reach older audiences, focus on broadcast and streaming instead.

INDEX ABOVE 100 = MORE LIKELY THAN THE GLOBAL AVERAGE

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