U.S. Moviegoing Habits Ahead of the 2026 Academy Awards

As the 2026 Academy Awards approach, recent surveys reveal significant insights into U.S. moviegoing habits. According to a Pew Research Center survey conducted from July 8 to August 3, 2025, approximately 53% of American adults reported having attended a movie in theaters within the past year. Notably, younger demographics are more inclined to visit theaters, with 67% of adults aged 18 to 29 indicating they had been to the movies, compared to only 39% of those aged 65 and older.

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The survey highlights variations in moviegoing habits across different demographic groups. Hispanic adults showed the highest attendance at 59%, followed by White adults at 53% and Black adults at 49%. Income levels also played a role, with 64% of upper-income adults attending theaters, compared to 57% of middle-income and 43% of lower-income adults. Political affiliation influenced attendance as well, with 58% of Democrats and Democratic-leaning independents having gone to the movies, versus 50% of Republicans and Republican-leaning individuals.

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Historically, the peak year for movie attendance in the U.S. and Canada was 2002, with approximately 1.6 billion tickets sold. However, the COVID-19 pandemic drastically impacted ticket sales, which plummeted by 81% in 2020 to just 231.6 million. The recovery has been gradual; by 2025, ticket sales reached 769.2 million, which is more than triple the volume of 2020 but still less than half of the 2002 figures.

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Box office revenue has also seen a recovery, reaching over $9 billion in the previous year, although it remains below pre-pandemic levels. In 2002, box office revenue peaked at $16.4 billion (adjusted for inflation), while it fell to under $3 billion in 2020.

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Despite the recovery in ticket sales and revenue, concerns persist regarding the long-term viability of movie theaters. The rise of streaming services has changed consumer habits, leading many to prefer watching films at home rather than in theaters. This shift raises questions about the future of the cinema industry, particularly as audiences adapt to new viewing preferences.

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Pew Research Center's findings reflect a broader trend in entertainment consumption, emphasizing the need for theaters to adapt to changing audience preferences. The data suggests that while there is a resurgence in moviegoing, the industry must navigate the challenges posed by streaming platforms to sustain growth.

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• “About half of Americans (53%) said in a summer 2025 survey that they had seen a movie in theaters in the past year.” — Pew Research Center

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• “Two-thirds of those ages 18 to 29 had done this, compared with 39% of Americans ages 65 and older.” — Pew Research Center

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• “The recovery since then has been slow.” — Pew Research Center

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As the industry prepares for the Academy Awards, the evolving landscape of moviegoing habits underscores the importance of understanding audience dynamics in a post-pandemic world.

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