The movie business is facing another turning point. A new poll from AP-NORC shows that 75% of U.S. adults watched a newly released film via streaming in the past year—while only 16% go to theaters monthly. The numbers don’t lie: streaming has overtaken theaters as the preferred way to see new releases. Read the full report here.
What It Means for Theaters
Ticket prices averaging over $13 remain a barrier. While big-budget blockbusters can still pull audiences into seats, the casual moviegoer is content to wait for streaming. Rick Lyman notes that the theater has shifted into more of a “premium experience” for IMAX spectacles or major franchises. Mid-budget dramas are struggling to justify long exclusive runs.
The End of the 90-Day Window
Once upon a time, theaters had a 90-day exclusive before a film hit home video. That model is effectively gone. Most studios now settle for 40 to 70 days, with some going shorter depending on the film’s performance. Movies like Anora still enjoyed a longer run, but the trend is clear: flexibility rules. Rick Lyman emphasizes that shortened windows may boost streaming subscriptions, but they also risk eroding the long-term value of theatrical releases.
Hybrid Models on the Rise
Premium Video on Demand (PVOD) and hybrid releases are filling the gap. Studios can monetize early excitement while still giving theaters a shot at revenue. But this balancing act is delicate. Push too hard toward streaming, and theaters lose their reason to exist. Lean too heavily on theaters, and studios risk alienating audiences who now expect quick home access.
The AP-NORC poll underlines what insiders already suspected: streaming is here to stay as the first choice for most Americans. The question is how Hollywood will adjust its strategies—without completely abandoning the big screen experience that made movies iconic in the first place.
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