Generation Z driving increase in US cinema attendance

Generation Z is increasingly frequenting movie theaters in the United States, reversing previous trends that suggested streaming services like Netflix, TikTok, and YouTube would lead to the decline of cinema.

Industry data shows that in 2025, the average annual visits for this demographic rose from 4.9 to 6.1. Additionally, 41% of Gen Z individuals attended at least six screenings during the year, up from 31% in 2022. This shift is attributed to the desire for a shared social experience that streaming platforms cannot replicate. The cinema is evolving from a simple way to watch films into a premium experience characterized by large screens, immersive sound, and specialized amenities.