As movie lovers continue to split their time between theatres and the comfort of home, understanding how audiences discover, evaluate, and ultimately watch new releases has never been more important. LG Ad Solutions conducted a study, Silver Screen & Home Screen: How Movies are Watched in 2026 (UK Edition), to uncover key behavioural trends shaping today’s movie-viewing journey — across theatres, streaming platforms and the TV Home Screen.
Among the report’s findings:
- TV remains the top discovery channel. 68% of cinemagoers learn about new films through TV or streaming ads — far ahead of social media (59%), the next most influential channel.
- Planning happens early. 81% of cinemagoers check film times at least a day before attending, and 57% buy tickets at least a day in advance — creating a prime window for Home Screen exposure.
- Trailers power movie consideration. 52% cite interesting trailers as a top factor in choosing movies, alongside genre (60%) and recommendations from family/friends (43%). Studios can enhance these assets using advanced creative tools to make CTV trailers even more engaging.
For more information on Silver Screen & Home Screen: How Movies are Watched in 2026 (UK Edition), download the full report today!
