Gen Z accounts for 40% of cinema audiences in Europe, confirming its role as a key segment for the stability and growth of the industry.
This emerged during a seminar held within CineEurope, taking place in Barcelona from 22 to 25 June, one of the main international events for the sector.
Gen Z at the center of the cinema experience
During the panel held on Tuesday 23 June at the Coca-Cola space, event sponsor, industry professionals and analysts discussed the role of young audiences and strategies to continue attracting this increasingly central target.
According to the data presented, young people discover films in 47% of cases via TikTok, confirming the growing importance of social platforms in the content discovery phase.
As highlighted by moderator Stephanie Morgner, Senior Director Cinema, Leisure & Entertainment at Coca-Cola, cinema continues to offer young audiences an experience that cannot be replicated by streaming, and the perceived value of the theatrical experience is rising again among younger generations.
During the session, Francisco Serrano from Conecta Research & Consulting presented a study across five European markets (the United Kingdom, Germany, Spain, Poland and Romania), showing that Gen Z and millennials aged 30 to 39 are the most frequent cinema-goers, especially at weekends and in company.
The main drivers of cinema attendance are exclusive content, relaxation and social interaction, while barriers remain price, the preference for home viewing, and reluctance to go to the cinema alone.
In this context, the challenge for operators is to make every cinema visit a truly “worth the effort” experience for a young audience with limited budgets and busy schedules.
