Movie Night or Money Pit? 78% of Moviegoers Say Theaters Are Now a Luxury — and They’d Rather Stream at Home
More than 3 in 4 moviegoers say watching a movie in the theater has become so expensive that they now view it as a luxury — and about half say it’s not worth the cost.
A trip to the movies has always been a diversion rather than a necessity. However, in a LendingTree survey of about 2,000 Americans, moviegoers told us that the sky-high prices of tickets and concessions have led them to view moviegoing as an expensive luxury.
Similar to our previous report in which Americans said fast food is a luxury, this is noteworthy. As with fast food, movies were long considered a relatively inexpensive option for families.
Yes, complaints about ticket and popcorn prices are hardly new, but our survey makes it clear that many Americans find today’s costs to be a bridge too far, especially in the age of streaming. Why would I pay this much when I can wait and stream it?
Here’s what we found.
Key findings
- A night at the movies has become an expensive luxury for many. 81% of Americans go to the movies at least every once in a while. However, 78% of moviegoers say theaters have become so expensive that they now view them as a luxury, and nearly half (49%) don’t think it’s worth the cost. Their biggest complaints center on ticket prices (27%), concession prices (15%) and noisy audiences (10%).
- Moviegoers are spending big bucks and cutting corners where they can. It costs two adults an average of about $64 for tickets, snacks and drinks for a movie outing. And while most moviegoers (82%) typically buy concessions at the theater, more than half (57%) admit to bringing their own, with 25% of them saying they always do.
- With costs rising, movie lovers are turning to streaming. 78% of moviegoers prefer streaming movies at home over the theater, as just 23% say they’ve been to the movies in the past month, while 33% haven’t been in at least six months. Younger generations are more likely to attend frequently, with 47% of Gen Zers visiting the movie theater at least monthly, compared with 12% of baby boomers. For those who prefer the theaters, top motivations include the big-screen experience (60%), a social outing with friends or family (47%) and surround sound or technology (47%).
- More than a third of moviegoers say they go less than they did before the pandemic. 36% of moviegoers go less often, while 21% go more often and 44% go the same amount. Among baby boomers, 47% go less often. Women are significantly more likely than men to say they go less often than they did before the pandemic (40% versus 31%).
Night at movies has become expensive luxury for many
More than 8 in 10 Americans (81%) go to the movies at least every once in a while. The younger you are, the more likely you are to say you go. Higher-income Americans are more likely to go than those with lower incomes — at least 86% of those making $50,000 or more a year say they go to the movies, versus 68% of those making less than $30,000.
Those last numbers are telling. It’s not a secret that going to the movies can be pricey, but many feel the cost of moviegoing has gotten out of hand. Our survey reveals that 78% of moviegoers say theaters have become so expensive that they now view them as a luxury.
Women are more likely than men (82% versus 75%) to say so. Gen Xers ages 45 to 60 are the most likely age group to say so, while Gen Zers ages 18 to 28 are the least (83% and 70%, respectively).
Perhaps surprisingly, there’s virtually no difference among household income brackets: 79% of those making less than $30,000 say going to movies is an expensive luxury, as do 78% of those making $100,000 or more.
When we asked moviegoers if a trip to the movies was still worth it, they were split. About half (49%) say it isn’t, while 51% say it is. Men, younger Americans, parents of young kids and those earning $100,000 or more a year are among the most likely to say moviegoing is still worth the cost.
Moviegoers’ biggest complaints are about costs. Ticket prices (27%) are, by far, the most common gripe, followed by concession prices (15%). However, noisy audiences (10%), an abundance of pre-movie ads and previews (6%) and seat comfort (6%) also draw their ire.
Moviegoers spending big bucks, cutting corners where they can
Moviegoers estimate that they spend about $32 per person on tickets, snacks and drinks each time they go to the movies. That’s $64 for a date night before you factor in a babysitter, rideshare and other costs.
While you may not be able to do much about high ticket prices, many people are taking steps to control the cost of concessions, whether the movie theaters like it or not.
Most moviegoers (82%) say they typically buy concessions at the theater, but more than half (57%) say they at least sometimes bring their own. That includes 25% who say they always do.
Perhaps surprisingly, those making $100,000 or more a year are the most likely income bracket to say they bring food or drinks to the theater often or always. About two-thirds (66%) of those high-income moviegoers say so, compared with 53% of those making less than $30,000. Gen Zers (72%) are the most likely age group to say they often or always bring snacks and drinks, while baby boomers ages 61 to 79 (43%) are the least.
With costs rising, movie lovers turning to streaming
More than 3 in 4 moviegoers (78%) prefer streaming movies at home to going to a movie theater. Just 23% of moviegoers say they’ve been to the theaters in the past month, while a third (33%) haven’t been in at least six months.
Parents of young kids (33%), those earning $100,000 or more a year (31%), millennials ages 29 to 44 (29%) and men (27%) are among the most likely to say they’ve been to the movies in the past month.
When we asked Americans how often they see movies in the theater, about a third (31%) said they go at least monthly, while another 25% go a few times a year. The younger you are, the more likely you are to attend frequently, with 47% of Gen Zers saying they go to the theater at least monthly, compared with 12% of baby boomers.
For moviegoers who prefer theaters, the most common reason is a desire for the big-screen experience (60%). Others like that it provides the opportunity for a social outing with friends or family (47%) or offers surround sound or technology (47%). About a third (31%) say they’re motivated by nostalgia or tradition.
36% of moviegoers go less than they did before pandemic
So much has changed in our country since the coronavirus pandemic took hold in 2020, and moviegoing habits are no exception. While 44% of moviegoers say they go to the theaters about the same amount as before the pandemic, 36% go less often and 21% go more often.
Baby boomers are among the most likely to say they go to the movies less often than before the pandemic, with 47% saying so. Just 23% of Gen Zers say the same. Meanwhile, women are much more likely than men (40% versus 31%) to say they go less today than they did then.
Moviegoing doesn’t have to break the bank
Here are some tips for engaging your passion for movies without putting yourself into debt.
- Budget for it. Everyone has passions they love to spend on. Whatever yours is, include it in your budget so that spending becomes easier to manage. If you spend more in June watching the summer blockbusters or later in the year checking out the Oscar contenders, you can adjust other spending accordingly to not wreck your finances.
- Pick the right credit card. Whether you prefer streaming or going to the theater, there are credit cards that can help you earn more rewards for pursuing your movie passion. If you’re more focused on convenience than maximization, a simple cash back card that gives you 2% back on everything you buy can be great.
- Be flexible. Can you go to a matinee instead of an evening show? Do you need to see a movie in IMAX or will a regular screen be OK? Small choices can equal real savings.
- Leverage loyalty. Most big movie chains have loyalty programs that reward frequent moviegoers. If you’re a regular, participating in these programs can eventually land you freebies or reduced prices on tickets, concessions and more. With any type of reward, the last thing anyone should do is overspend in the pursuit of rewards. However, if you manage these rewards programs smartly, they can pay dividends.
Methodology
LendingTree commissioned QuestionPro to conduct an online survey of 2,015 U.S. consumers ages 18 to 79 from Nov. 5 to 10, 2025. The survey was administered using a nonprobability-based sample, and quotas were used to ensure the sample base represented the overall population. Researchers reviewed all responses for quality control.
We defined generations as the following ages in 2025:
- Generation Z: 18 to 28
- Millennial: 29 to 44
- Generation X: 45 to 60
- Baby boomer: 61 to 79
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