Gen Z Is Still Going to the Movies, But It Has to Be Worth It
by Cinemeet Every year, the same claim resurfaces: Gen Z is done with the cinema, everything gets streamed from the couch these days. New European research says otherwise. Young people are actually going to the movies more often than the average moviegoer. They’re just far pickier about whether the trip is worth taking in the first place. What exactly they’re looking for, and why that’s good news for anyone who’d rather watch a film with company, is worth digging into.
What the research found
Conecta Research & Consulting surveyed between 1,200 and 1,500 people across the UK, Germany, Spain, Poland and Romania. 77% of Gen Z respondents said they go to the cinema, a higher share than the general population. Alongside people in their thirties, they’re the most frequent visitors, usually heading out on Friday or Saturday, almost never alone: they go with friends or a partner. The findings were presented at the CineEurope 2026 trade show and later reported by industry outlet Celluloid Junkie.
For Gen Z, it’s about experience, not habit
Francisco Serrano, a market research executive at Conecta, explains why. For Gen Z, cinema is about experience: things they cannot get at home. A big screen, full immersion, the sense that watching together adds something the film alone doesn’t. That expectation cuts both ways. Young audiences are more critical about whether a visit is worth it in the first place. Roughly two-thirds book tickets online ahead of time, and nearly half actively hunt for discounts. Price, queues and food options all factor into that decision. As Serrano puts it, for Gen Z every visit needs to feel worth the effort.
Popcorn’s still there, but so is the rest of the menu
Where Gen Z really stands out is at the concession stand. 91% of Gen Z moviegoers bought food or drinks, on roughly 7 out of 10 visits, a noticeably higher rate than the general audience. Popcorn remains the classic, but younger audiences reach for nachos, burgers, pizza and energy drinks more often than older generations. For this group, that’s not an afterthought. It’s part of the ritual that turns a regular movie night into an outing.
TikTok as the new trailer
One striking detail from the research: 47% of adult TikTok users discovered a film through the platform, and 36% of them went on to actually buy a ticket. Cineplex Germany is leaning into that. The chain grew its TikTok following past 82,000, with its top video racking up 4.5 million views. Marketing lead Sara Nieuwdorp says the chain deliberately moved away from polished advertising. “We no longer wanted to just advertise movies, we wanted to become part of the entertainment,” she says. Relatable, lighthearted content consistently outperforms a slick campaign, according to her. People don’t follow perfect brands. They follow people.
The one metric no box office report tracks
None of these numbers actually measure how good a film is. They measure what happens around it: who you go with, what you eat, what you talk about afterward. That lines up with something we’ve believed at Cinemeet from day one. A trip to the cinema only really becomes worth it because of the company, not just what’s on screen. That’s not a coincidental observation for us. It’s the reason we built an app that helps you find a movie buddy, instead of another streaming subscription that keeps you on the couch alone. Film is meant to be experienced together, and apparently an entire generation agrees. We saw a similar pattern earlier this year in the crowds packing theaters for Gen Z horror movies: the film matters, but so does having someone next to you when the lights go down.
Why is Gen Z still going to the movies?
Research from Conecta Research & Consulting found that 77% of Gen Z go to the cinema, more often than the average moviegoer. They value the experience most: a big screen, immersion, and watching together.
What makes a cinema trip worth it for Gen Z?
A mix of factors: a good film, fair prices, short queues, decent food options, and above all, the right company to go with.
🎬 Want your next cinema trip to actually be worth it? Download Cinemeet for free on iOS or Android, find a movie buddy near you, and turn your next trip to the movies into an outing instead of a habit.
