US Movie Attendance Reaches 53% in 2025

A recent survey indicates that 53% of American adults attended a movie theater in 2025, signaling a continued, albeit incomplete, recovery for the domestic box office. This figure, released on March 11, 2026, by the Pew Research Center, reflects attendance during the 12 months prior to the survey's summer 2025 execution.

The industry experienced a significant downturn in 2020, with ticket sales plummeting by 81% due to the global COVID-19 pandemic. While 2025 saw 769.2 million tickets sold across the U.S. and Canada, this volume remains less than half of the peak recorded in 2002, when approximately 1.6 billion tickets were purchased.

Box Office Revenue Trends

Total annual ticket revenue for 2025 surpassed $9 billion, according to data compiled by Comscore. Despite this recovery, the revenue figure still lags approximately 20% behind pre-pandemic levels, indicating a persistent gap in the market's full return to previous performance.

Demographic Attendance Patterns

Further analysis reveals distinct demographic patterns in movie-going habits. Adults aged 18 to 29 demonstrated the highest attendance rates, with two-thirds reporting a visit to a cinema. In contrast, only 39% of individuals aged 65 and older attended movies, highlighting a generational divide in engagement.

Economic status also played a role, with upper-income Americans showing the highest attendance at 64%. Middle-income groups followed at 57%, while lower-income individuals reported 43% attendance. Ethnically, Hispanic adults led with 59% attendance, compared to 53% for white adults and 49% for Black adults. Differences based on gender and political affiliation were less pronounced.

Broader Industry Context

Another study conducted by NRG/National Research Group in August 2025 reported a higher overall attendance figure, with 77% of Americans aged 12-74 having attended at least one movie in theaters during the preceding 12 months. This broader age range and slightly different methodology may account for the variation in reported percentages.

The ongoing recovery of the cinema industry is critical for studios, distributors, and exhibitors, as they adapt to evolving consumer entertainment preferences and the continued growth of streaming services. The data suggests that while a significant portion of the population has returned to theaters, the industry faces challenges in recapturing its pre-pandemic market share and reaching historical attendance peaks.

Implications

Country Impact: The data indicates a partial recovery for the U.S. entertainment sector, specifically movie theaters, but highlights persistent challenges in returning to pre-pandemic attendance and revenue levels. Demographic disparities suggest targeted marketing strategies may be necessary to broaden appeal.

Industry Impact: The film exhibition industry continues to navigate a landscape altered by streaming services and changing consumer habits. While attendance has rebounded from 2020 lows, the inability to reach historical peaks suggests a structural shift in the market, impacting studio release strategies and theater viability.

Market Impact: Investors in entertainment and media companies, particularly those with significant exposure to theatrical releases, will monitor these attendance figures closely. The 20% revenue gap compared to pre-pandemic levels could influence stock performance and future investment decisions in cinema infrastructure and content production.