In a subscription-driven era, free film viewing still holds appeal among Americans
Subscription streaming services like Netflix and Hulu may dominate the movie-watching scene, but the lure of watching movies on free TV channels hasn’t extinguished. According to YouGov Profiles data, while 42% of US adults say they use subscription-based services to watch movies, 32% of Americans report watching films on free TV channels. Some 29% use free streaming, downloading, or torrent sites.
The data indicates generational differences in viewing habits. Subscription streaming services are most popular among those aged 35-44 and 45-54, with 48% of both groups opting for these platforms. However, usage dips slightly among 18-24-year-olds at 35%. In contrast, older adults, particularly those aged 55 and above, are more inclined to watch films on free TV channels (42%). Younger adults, aged 18-24, are more likely to use free streaming or downloading sites, with 31% opting for these options, slightly higher than the 26% usage rate among those aged 55+.
Income also influences how Americans watch films. Subscription services are preferred by 55% of higher-income earners, compared to 36% of lower-income groups. Middle-income individuals sit in between, with 48% relying on streaming services. But free viewing options have a consistent presence across income levels. Free TV channels attract 34% of lower-income and 33% of middle-income respondents, with higher-income earners using them slightly less at 29%. The use of free streaming or torrent sites shows minimal variation across income brackets, with a range from 29% to 31%.
When examining the frequency of movie watching, subscription services lead the way: 60% of adults who use these platforms do so at least once a week. Free TV channels follow, with 51% watching films at this frequency. Free streaming, downloading, and torrent sites are used weekly by 35% of their users.
These insights from YouGov Profiles illustrate a complex media consumption landscape. While subscription streaming services dominate in popularity, free options maintain relevance, particularly among older adults and those with lower income. YouGov Profiles helps brands target specific audiences, leveraging demographic and behavioral data to inform marketing strategies.
Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race.