Is Gen Z driving a return to the cinema?

In the years since the COVID-19 pandemic, cinemas have been closing across countries including U.S. and the UK. As streaming giants prioritize online releases, the trend has seemingly continued. However, there may be hope for the future of cinemagoing.

It might surprise you, but last year, U.S. theaters actually saw an eight percent increase in habitual moviegoers, and a 10 percent increase in Gen Z audiences, compared to 2022. That’s according to a 2025 report by Cinema United, formerly known as National Association of Theatre Owners.

So, what’s behind these numbers? Mashable producer Teodosia Dobriyanova takes a look in the video above.