While studios experiment with more aggressive digital release strategies that shorten the traditional viewing window, the prevailing perception is that increasing the availability of first-run titles via premium on demand would cannibalize the box office.
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But a new study from Roku and the National Research Group suggests that streaming won’t automatically drive consumers away from theaters, as many assume. Under the right circumstances, the relationship between the two industries can actually be a symbiotic one.
The online survey was conducted in January 2024 and included approximately 2,200 U.S. consumers aged 18-64 who watch at least one hour of streaming content per week. Approximately 1,900 respondents were categorized as “movie streamers,” which includes those who had seen at least one movie in a theater in the past year.
The most obvious conclusion Roku and NRG reached? “Streamers are moviegoers, and moviegoers absolutely love to stream,” said Summer Salazar, Roku’s senior manager of media and entertainment.
