While streaming services dominate the conversation around movie and TV consumption, the landscape beyond streaming is evolving in interesting ways. New data from Worldpanel by Numerator and Predictionist sheds light on how Americans are engaging with movies and TV outside of subscription platforms and what that means for the future of non-streaming media.
The studies found that movie theaters still draw millions, digital rentals and purchases generate billions, and physical media holds a niche yet meaningful role. However, the data show that rising costs and shifting preferences mean media consumption is becoming more intentional and budget-conscious.
Key takeaways:
- Movie theaters remain the biggest non-streaming spending category, but rising ticket prices could reduce casual visits and turn cinema trips into planned events.
- Digital ownership of TV series commands higher spending per transaction, reflecting enduring demand for classic sitcoms alongside new streaming content.
- Younger audiences lead theater attendance but also show strong nostalgia-driven at-home viewing habits.
- Physical media faces a steep decline but may find renewed interest as streaming prices rise, though industry shifts suggest its future is uncertain.
Non-Streaming Spending Hits $5.7 Billion and Shows Recovery, While Movie Theaters Dominate
Between October 2025 and March 2026, a study by Wordpanel by Numerator found that US consumers spent a noteworthy $5.7 billion on movies and TV outside of streaming subscriptions. This marks a strong post-COVID rebound after years of slowdown. Impressively, 33% of Americans aged 16 and older made at least one non-subscription purchase or rental during this six-month window.
Movie theaters remain the largest driver of non-subscription spending, accounting for 65% of the total $5.7 billion. Around 25% of Americans visited theaters during this period, attending an average of 4.1 times in six months—roughly one trip every six weeks.
According to the study, younger viewers, especially Gen Z, are the most frequent moviegoers, averaging 4.6 theater visits in that timeframe, compared to 3.8 visits for Baby Boomers. This shows younger audiences still prioritize the theater experience more than older generations. And despite streaming’s dominance, a significant portion of viewers still value transactional ownership and theatrical experiences.
However, the rising cost of movie tickets threatens to change this behavior. Predictionist’s analysis projects that if the average annual increase in ticket prices of 8.9% continues, the average US movie ticket will cost $38 by 2036, over four times the 2018 average of $9.38. For a family of four, that’s a staggering $152 just to get in the door, before snacks or parking.
A specialist at Predictionist said: “Movie tickets are one of those costs people notice because they are attached to a treat. A few dollars more might not sound dramatic in isolation, but when that repeats year after year, and families are buying multiple tickets, the outing changes from a quick decision into something people have to budget for.”
Digital Rentals and Purchases Extend Movie Lifecycles
The traditional lifecycle of a movie now involves multiple stages—from theatrical release to digital rentals and purchases, and ongoing home viewing, per Wordpanel by Numerator’s research. In the six months ending March 2026, 9% of Americans bought a digital movie while 10% rented one. Superhero films like Superman led the digital market as the most rented and purchased movies.
Interestingly, the data found that nostalgia plays a strong role among younger viewers. Gen Z shows a marked preference for older titles like Twilight (2008), ranking it among their top rented and purchased films, despite its lower popularity with older groups.
When it comes to TV, long-running sitcoms continue to dominate digital purchases. The study found that shows like Friends, Seinfeld, and The Office top the charts, especially for viewers under 55. The most recent episode of The Office aired in 2013, yet it remains a top purchase, showing that audiences still pay premium prices—averaging $18 per transaction when buying a TV series, compared to just $9.20 for a film rental.
Theaters And Physical Media Face Challenges, But Also Surprising Trends
In late 2025, it was reported that theater attendance had dropped approximately 30% compared to 2019, highlighting the challenges cinemas face in attracting viewers amid higher prices and competition from streaming. In recent years, there has been a growing trend of Americans who now prefer to wait for movies to become available on streaming platforms rather than pay steep ticket prices.
Physical media, including DVDs and Blu-rays, are also in decline. A recent survey of Cord Cutters News readers found that of those who have abandoned traditional cable and satellite TV, only 34.1 percent continue to rely on DVDs or Blu-ray discs for watching television content. Those results reflect the broader trend of DVD sales plummeting by 85.7% over the last decade as more people cut the cord and no longer use physical discs.
Despite this, some consumers are turning back to physical media as streaming subscription prices rise, giving DVDs and Blu-rays a potential second life. Major industry shifts like Disney’s firing of its entire DVD/Blu-ray sales team and Sony’s decision to stop making physical game discs also raise serious questions about the long-term future of physical media.
Those questions about the future are also fueling the bigger concern of digital “ownership.” Recently, Sony began notifying PlayStation users that they would lose access to 551 movies and TV shows they had previously purchased once Sony’s licensing deal with StudioCanal expired. This is the latest reminder that buying a movie or show digitally usually means getting a license to access it, not permanent ownership. California has also moved to require clearer disclosure from digital storefronts, with AB 2426 requiring retailers to tell customers more plainly that they are licensing content rather than selling it outright.
Streaming Hasn’t Replaced Every Viewing Habit
In the end, the biggest takeaway is that streaming may dominate the conversation, but it has not replaced every other way people watch movies and TV. Theaters still have pull, digital ownership still matters, and physical media is refusing to disappear quietly.
The studies show that viewers are becoming more selective with their spending. Some still want the big-screen experience, while others are happy to rent or buy a title once it lands online, and plenty of people are holding onto favorite shows and movies in ways that do not depend on a monthly subscription.
As entertainment prices keep climbing, that mix of habits could shape the next phase of movie and TV consumption in a big way as viewers continue to make the most of their viewing budget without missing out on the content they love.