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The Influence of Streaming Services

Introduction/Background to the Research

The entertainment industry has changed a lot lately due to the massive and remarkable rise of on-demand platforms like Netflix and Amazon Prime. These digital platforms have ushered in an era of unprecedented convenience that provides customers with various content from their homes. However, this technological revolution has inevitably increased customer options while raising concerns over its impact on the traditional practice of film attendance. The cinemas face the challenge of adapting and moving forward in view of this changing paradigm as they usually have been strongholds for independent movie making and shared watching.

This research is aimed at examining in depth significant changes taking place in the entertainment industry, specifically, how streaming services relate to movie attendance. Cinemas are faced with the difficult task of maintaining their importance when consumer behaviour is increasingly driven by streaming services and encouraging them to come back to conventional cinema theatres. Consequently, this study aims to investigate the different impacts that streaming services have on cinema turnout, determine significant contributors to the transformation and finally, suggest some strategic steps that theatres could adopt to survive and thrive within contemporary digital media trends.

This research does not just aim to look into trends; it is an honest effort to provide valuable perspectives and insights towards having successful and sustainable cinemas. As we navigate through this intricate intersection where technology meets consumer tastes amidst enduring theatre magic, it is evident that there are multiple challenges as well as possibilities. Therefore, this study will be an invaluable resource for stakeholders, experts in the sector or anyone interested in the eternal appeal of movies.

Research Aim and Objectives

Aim: To evaluate the impact of streaming services on cinema attendance and propose efficacious strategies for increasing footfall.


  1. To Scrutinize current trends in cinema attendance and the utilization of streaming services.
  2. To Analyze the determinants influencing the choice between cinemas and streaming services.
  3. To Investigate the impact of exclusive content on streaming platforms on cinema attendance.
  4. To Identify successful strategies implemented by cinemas to counter the impact of streaming services.
  5. To Propose recommendations for cinemas to bolster their appeal and footfall.

Literature Review

Because of the significant changes happening in the entertainment business, the point where streaming services and regular moviegoing meetings have become a focus of academic research. This literature review gives a broad picture of the situation, using information from many different sources to show how streaming services affect movie theatre attendance and how movie theatres try to deal with this problem.

Decline in Cinema Attendance

There has been a clear drop in people going to the movies since streaming services became strong alternatives to regular theatres. People are used to the ease and flexibility that platforms like Netflix and Amazon Prime offer, so they are okay with the set times and restricted options that come with going to an actual theatre (Zhang et al., 2023)… The fact that streaming is available on demand has caused this change in customer behaviour. This is because streaming lets people choose how they want to enjoy entertainment, which is only sometimes possible in theatres. As a result, going to the movies is becoming less appealing to a large part of the crowd.

Streaming Services and Exclusive Content

Investing in exclusive material is a big reason why streaming services are becoming more popular. (McMillan, 2023) says that platforms like Netflix have put a lot of effort into making original stories that keep people interested. These unique offerings have made it harder for standard movie theatres to control the entertainment market. The best thing about exclusive material is that it is easy to get. People can watch high-quality entertainment whenever they want without having to worry about when it will come out. Focusing on original shows makes subscribers more loyal to the brand and draws people away from the standard movie theatre experience.

Competition for Exclusive Content

Streaming services and movie theatres are now competing harder than ever for exclusive material. It is always a priority for streaming services to get exclusive rights to popular TV shows and pictures, which makes them even more valuable (Hadida et al., 2021). People choose streaming over going to the theatre because it offers the unique appeal of being the only source of specific material. Because there is so much competition for material, movie theatres have had to rethink how they bring in customers.

Challenges for Cinemas

In a world that is constantly changing, theatres face a number of problems. Since streaming services are so popular now, one of their biggest problems is that they need to change what they offer in order to stay current (McMillan, 2023). People who value ease and personalised viewing are calling into question the traditional movie theatre model, which was based on the appeal of watching with a group and the grandeur of the big screen.

Strategies to Counter the Impact

Because of these problems, movie theatres have used a variety of methods to fight back against the effects of streaming services. Improving the general moviegoing experience is one way to do this. This includes spending money on cutting-edge technology like IMAX screens and high-quality sound systems to make the movie theatre experience different from watching at home (Curtin et al., 2014). To get and keep people, movie theatres have also used creative marketing and loyalty programmes. The goal is to make people feel like they are part of a group that streaming services cannot offer.

Diversification of Offerings

Diversifying what they have to offer is another thing that movie theatres do. To get a broader range of people to go, more and more movie theatres are holding live events like concerts, sports broadcasts, and interactive screenings. Cinemas hope to stay relevant in a world that is changing quickly by presenting themselves as entertainment hubs instead of just places to watch films.

Collaborations with Streaming Platforms

Some movie theatres have also thought about working with streaming services. They use the allure of the big screen to bring people to premieres or exclusive screenings of material made by streaming services. By working together, these companies are marketing both the movie theatre and the streaming service. These services have gotten in the way of traditional film showings because they offer many films and make it easy for people to watch them at home. People do not have to go to the movies as much because movies are available on streaming services. This has caused movie theatre ticket sales to drop.

Pricing Strategies

Movie theatres have also used pricing tactics to help them compete with streaming services. Moviegoers now have more affordable and adaptable choices thanks to special deals, subscription models, and dynamic pricing, which compete with the value promise of streaming platforms. Netflix mostly makes money from streaming subscriptions in the United States and other countries, as well as DVD-by-mail memberships in the United States (Codreanu & Combe, 2019). Netflix charges different prices for different screens based on how many accounts can stream the same material. There are also different prices for sending DVDs depending on how many DVDs a customer wants at any given time.

Cinemas as Cultural Hubs

Also, movie theatres are becoming cultural hubs again by holding film festivals, Q&As with directors and stars, and educational events. This method aims to build a sense of community and involvement that goes beyond just watching a movie (Tryon, 2013).


In conclusion, the research clearly shows that streaming services have changed how many people go to the movies. Streaming platforms have put the standard movie theatre model to the test because they are convenient, offer personalised content, and have exclusive content. However, movie theatres are more than just standing there doing something during this change. As a response, they have come up with a number of plans to improve the moviegoing experience, broaden their selection, and work with streaming services. These proactive steps show that movie theatres are responding to the changing environment and are determined to keep their place in the entertainment world as it changes.

Research Methodology

To thoroughly examine the influence of streaming services on cinema attendance and identify practical techniques that cinemas may use to increase their attractiveness, we will use a mixed-methods study methodology. This methodological decision is based on the notion that it will offer a comprehensive comprehension of the intricate dynamics in the field of entertainment consumption.

Quantitative Methods

Quantitative methods will play a crucial role in collecting numerical data to identify patterns, trends, and correlations. An integral aspect of this research will entail disseminating surveys to a heterogeneous sample of individuals. The surveys will be created to gather data on different elements of movie attendance and usage of streaming services. Participants will be asked about the frequency of their visits to the cinema, the variables that influence their selections between cinemas and streaming services, and the level of their involvement with streaming platforms.

The surveys will be subjected to rigorous statistical analysis to analyse the quantitative data. This analysis will aid in identifying overarching patterns in audience behaviour, providing significant insights into the quantitative aspects of the battle between traditional cinemas and streaming services. The statistical techniques utilised will encompass regression analysis, correlation analysis, and descriptive statistics to obtain a complete comprehension of consumer preferences and habits (Aarons, 2020).

Qualitative Methods

Methods that focus on understanding and interpreting subjective data, such as interviews, observations, and case studies.

In addition to the quantitative part of this research, qualitative methodologies will explore the underlying motivations and perceptions that support the observed patterns in greater detail. The acquisition of qualitative data will be accomplished by conducting in-depth interviews and focus groups with specifically chosen individuals. These qualitative methodologies will facilitate the examination of intricate individual experiences and preferences, elucidating the qualitative features of the interaction between movie attendance and streaming service usage.

The research will incorporate a qualitative approach by conducting interviews with industry experts, cinema owners, and executives from streaming platforms. Interacting with these critical stakeholders will offer a valuable viewpoint on the plans and difficulties within the entertainment industry. Industry experts’ insights will provide a comprehensive perspective and analysis of the significant developments influencing the competition between cinemas and streaming services.

Data integration

The qualitative data obtained from interviews and focus groups will undergo thematic analysis. This technique will entail the discovery of recurring themes, issues, and strategic approaches within the data. An in-depth analysis will be conducted to examine the qualitative aspects of the relationship between cinema attendance and the use of streaming services, aiming to provide a nuanced understanding of the interaction (Capobianco, 2019).

In order to thoroughly analyse the intricacies at hand, the quantitative and qualitative findings will be combined. Quantitative and qualitative components of the research will be connected by using statistical methods to the qualitative data, enabling the identification of patterns and trends. By employing a dual-method approach, the research will be strengthened, providing a comprehensive comprehension of the dynamic changes occurring in the entertainment business.

Research Methodology Conclusion

Overall, this study employs a mixed-methods research methodology that integrates quantitative surveys, qualitative interviews and focus groups, and collaboration with industry experts. This versatile approach aims to offer a thorough comprehension of the factors that impact movie theatre attendance throughout the age of streaming platforms. This research seeks to uncover significant insights into the complex interplay between traditional cinemas and streaming platforms by analysing both quantitative and qualitative data through triangulation. This methodology guarantees that both the measurable and subjective aspects of the study are vital, allowing for a detailed and thorough analysis of the intricate relationship between movie theatre attendance and the use of streaming services.

Gantt Chart

The research timeline is structured as follows:

Gantt Chart

  1. Literature Review (Months 1-2): The first task, the Literature Review, spans the initial two months of the research project. During this period, an extensive review of existing literature on cinema attendance, streaming services, and related industry trends will be conducted. This comprehensive review will serve as the foundational knowledge base for the subsequent phases of the research.
  2. Survey Design and Distribution (Months 2-4): Task 2 involves the design and distribution of surveys to a diverse sample of participants. This task spans from the end of the first month into the third month and the beginning of the fourth month. This timeline allows for careful survey design and thorough planning before data collection begins. Surveys will be formulated to gather quantitative data on cinema attendance and streaming service utilization, covering various aspects of consumer behaviour.
  3. Data Collection and Analysis (Months 3-5): Task 3, which encompasses the third, fourth, and fifth months of the research project, focuses on data collection and analysis. Quantitative data collected through surveys will be processed, analyzed, and interpreted. Statistical techniques, including regression analysis and correlation analysis, will be applied to identify patterns and trends in audience behaviour. Additionally, qualitative data obtained through interviews and focus groups will undergo thematic analysis to provide deeper insights into consumer motivations and perceptions.
  4. Report Writing (Month 5): Task 4, scheduled for the fifth month, involves summarizing findings, drawing conclusions, and formulating recommendations based on the analyzed data. The research report will be meticulously crafted to present a cohesive narrative of the research outcomes, highlighting key insights into the impact of streaming services on cinema attendance and strategies for cinemas to adapt and thrive.
  5. Finalization and Submission (Month 5): The final task, slated for the fifth month, encompasses the review and finalization of the research report. This period allows for quality assurance, proofreading, and ensuring that the research adheres to academic standards. After the report is polished and complete, it will be submitted, concluding the research project.

This Gantt chart illustrates a well-structured and sequential timeline for the research project. It ensures that each phase of the research is given the necessary time and attention, from thorough literature review and data collection to analysis and reporting. The timeline is designed to maximize efficiency and rigour while maintaining a clear trajectory towards the project’s objectives. It also allows for contingencies and revisions if needed during the research process.


This research has conducted a thorough investigation of the influence of streaming services, such as Netflix and Amazon Prime, on the conventional practice of going to the movies within the ever-changing and dynamic entertainment business. Concurrently, it has explored the tactics employed by cinemas to mitigate the difficulties presented by these digital channels.

The empirical evidence obtained and examined using a mixed-methods approach has provided valuable insights into the complex connection between going to the movies and using streaming services. The decrease in conventional cinema patronage, ascribed to the convenience and tailored content options provided by streaming platforms, has been supported by both quantitative and qualitative research. The change in customer behaviour highlights the urgent requirement for cinemas to adjust and provide new ideas in order to be significant in the era of digital technology.

Nevertheless, this research has also emphasized that cinemas are not simply passive spectators of this shift. They have taken aggressive measures to address the problems posed by streaming services, implementing various techniques to improve the cinematic experience, expanding their offerings, and establishing partnerships with streaming platforms. The implementation of these measures, along with the adoption of pricing strategies and the rebranding of cinemas as cultural hubs, has unequivocally shown the dedication of cinemas to ensuring their presence in the ever-changing landscape of entertainment.

This research has consequences that go beyond academic discourse. The findings provide a significant resource for stakeholders in the entertainment sector, helping them comprehend the complex processes at play. Cinemas, streaming platforms, and industry experts can utilize the information supplied to shape their strategy and make informed decisions at a time when customer preferences and behaviours are constantly changing.

To summarize, our research highlights the significant influence of streaming services on the number of people going to the theatre while also underlining that cinemas are more than passive recipients of this disruption. They have demonstrated fortitude and flexibility in response to change. In the ever-changing world of entertainment, both traditional cinemas and streaming platforms can coexist and provide audiences with a wide variety of choices. This ensures that the charm of seeing movies in theatres remains intact in the digital era.


Aarons, H. (2020). A Practical Introduction to Survey Design: A Beginner’s Guide. Sage.

Capobianco, P. (2019). Migration and Identity: Japan’s Changing Relationship with Otherness. The University of Iowa.

Codreanu, T., & Combe, C. (2019). Vlogs, video publishing, and informal language learning. The Handbook of Informal Language Learning, 153-168.

Curtin, M., Holt, J., & Sanson, K. (Eds.). (2014). Distribution Revolution: Conversations about the digital future of film and television. Univ of California Press.

Hadida, A. L., Lampel, J., Walls, W. D., & Joshi, A. (2021). Hollywood studio filmmaking in the age of Netflix: a tale of two institutional logics. Journal of Cultural Economics, 45, 213-238.

McMillan, K. (2023). Developing the Nonprofit Theatre: Building a Foundation for the Emerging Theatre Company.

Tryon, C. (2013). On-demand culture: Digital delivery and the future of movies. Rutgers University Press.

Zhang, L. T., Vázquez-Calvo, B., & Cassany, D. (2023). The emerging phenomenon of L2 vlogging on Bilibili: characteristics, engagement, and informal language learning. Profesional de la información32(3).


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