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

Authors

  • PhD Līga Vinogradova Latvian Academy of Culture, Latvia

DOI:

https://doi.org/10.55877/cc.vol27.538

Keywords:

Latvian contemporary cinema, streaming services, cinema audience, audience research

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.

Supporting Agencies
The research was carried out within the project “Cultural and creative ecosystem of Latvia as a resource of resilience and sustainability” / CERS (No. VPP-MM-LKRVA-2023/1-0001), funded by the Ministry of Culture of the Republic of Latvia in the framework of the State Research Programme Latvian Culture – a Resource for National Development (2023–2026). The State Research Programme is administered by the Latvian Council of Science.

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Author Biography

  • PhD Līga Vinogradova, Latvian Academy of Culture, Latvia

    Līga Vinogradova is currently a researcher at the LAC Institute of Culture and Arts. She has participated in diverse academic and applied research projects covering topics, such as cultural consumption and participation, audience research in cultural organizations and municipalities, cultural heritage, the Song and Dance Celebration tradition, and others. L. Vinogradova’s research interests are the sociological studies of cultural and art phenomena. Currently, her research focuses on issues of culture consumption and participation throughout the life course and across different generations, the formation of cultural experiences for children, youth, and families, as well as the dynamics of digital and in-person cultural consumption in contemporary society.

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Published

25.06.2025

Issue

Section

PLATFORMS AND SPECTATORS