CINEMA AUDIENCE HABITS IN TRANSITION: MORE NETFLIX, LESS CINEMA?

Abstract

The author investigates the evolving habits of Latvian cinema audiences amid increasing digitalization and the growing prominence of streaming platforms. The research addresses key questions about whether streaming services are drawing audiences away from cinemas or complementing the traditional cinematic experience. It aims to examine the interaction between digital and in-person film consumption, with a particular focus on how audience habits have adapted to hybrid viewing models. Using a quantitative survey method, the author analysed data from 650 respondents, gathered through face-to-face interviews in nine cinemas across Latvia. Grounded in theories of cultural consumption and audience mobility, the results indicate a dominant hybrid consumption model among cinema audiences. The findings reveal that heavy cinemagoers also frequently use streaming platforms, which expands their access to diverse genres and film experiences. This suggests that digital platforms serve as a complementary, rather than competing, medium for film audiences. The study concludes that, while digitalization has significantly impacted cinema attendance practices, cinemas retain a unique role by providing immersive, high-quality, and social experiences, particularly for Latvian films. Cinemas with a focus on local content continue to play a culturally significant role. These insights provide a new understanding of cinema audiences in Latvia, underscoring the need for cinemas to adapt to an increasingly hybrid consumption landscape to meet the evolving demands of an active and diverse audience.