Why does no one go to the movie theater anymore?

In partnership with

Its officially 2026 and it’s crazy to think that 2016 was nearly a decade ago. So much has changed these past 10 years, but one thing I’ve noticed is the rapid decline in going to the movie theater. Statistics show that movie theaters sold 1.3 billion tickets in 2016, but only 764 million last year.

Looking at the data reported by The Numbers, we can clearly see a downward trend in movie ticket sales over time. Although attendance had already been declining since its peak in the early 2000s, the COVID-19 pandemic caused ticket sales to hit nearly rock bottom. Even after theaters reopened, a large portion of audiences never fully returned. This suggests that the disinterest in moviegoing didn’t start from COVID, but it did accelerate the decline of movie theater attendance.

Streaming platforms such as Disney+, Netflix, Hulu, YouTube TV, etc. have taken over movie theater business. Firstly, streaming platforms are a lot more cost-efficient, as they offer thousands of movies and TV-series for a yearly or monthly subscription. The costs for these subscriptions are usually the same price as watching one single movie at the theater. According to Cinemark, the average price for a movie ticket is about $16 as of 2025 in the US. A standard Netflix subscription is only 2 extra dollars. Nowadays, people feel like its a waste of of money, with 52% of cinema consumers stating so (according to YouGov). The pricing of beverages and snacks at theaters also don’t help that case, as many people believe they are sold overcharged.

COVID has also increased the use of streaming platforms as an alternative to movie theaters. During the pandemic, many people became accustomed to watching movies at home, and that habit has continued even after theaters reopened. Nowadays, most people prefer to just sit at home and relax on their couch while seeing a film, rather than going out.

Going to the movie theater has shifted from becoming a habit to an occasion. Before streaming (and even more so before DVDs), going to the theater was one of the only ways to watch films. However, now people are willing to wait until it is put on streaming platforms. The only time people go to see a movie in a theater is if it feels like an event. For example, in 2023, both Barbie and Oppenheimer were released in the same week. These releases were a big deal because it started to become a trend on social media to see these movies, dress up, take pictures, support the side you were on, etc. It wasn’t just about the movie, but the experience as well, which compelled more people to see these movies in person. Movies that generate significant online hype and pop-culture presence are the ones that draw people back into theaters, but these moments occur only occasionally. This contrasts with the past, when people regularly went to the movie theater for almost any new release.

Going to the movie theater has many benefits and drawbacks in 2026. I agree that it’s a lot more convenient and easier to just binge movies at home on the couch through streaming, but I do think that for a movie that’s truly worth it, going to the cinema hall is a must. After all, movie theaters provide us with a more immersive viewing experience with larger screens/quality and seeing it with a community. But then again, pricing and effort are also factors to consider.

With movie theaters across the United States facing some of the highest closure rates in history, the question now is whether this cultural experience can survive and continue to be enjoyed in the decades ahead. When was the last time you went to the movie theater, and do you think you’ll continue to go?

The Future of AI in Marketing. Your Shortcut to Smarter, Faster Marketing.

Unlock a focused set of AI strategies built to streamline your work and maximize impact. This guide delivers the practical tactics and tools marketers need to start seeing results right away: