• by Wayne Friedman , January 26, 2018

The moviegoing business still depends a lot on millennials and young consumers.

Those age 6 to 34 -- millennials and younger “generation Z” -- represent over half of the moviegoing audience, according to a new Video Advertising Bureau report.

The report also touts that 62.4% of movie theater audience composition comes from 6- to-34-year-olds -- higher than the total internet composition of 43.9%. This research comes from Nielsen Cinema Audience Report, October 2017; and comScore October 2017, with Mediametrix results for total Internet unique visitors.

Adults 18-24 went to the movies 6.5 times a year in 2016 -- up 0.6 from 2015. This data comes from a Nielsen Total Media Fusion/GfK MRI Survey June 25, 2016 to June 24, 2017. The frequency data is based on a MPAA Theatrical Market Statistics Report 2016.

Eighty-six percent of those 18-49 go to movies each year; 91% of 18- to-34-year-olds; 90% of 18- to-24-year-olds; and 83% of those 35-49.

The Video Advertising Bureau is a trade business group promoting all premium video on all screens. Its members include broadcast and cable networks, pay TV distributors, and cinema advertising companies Screenvision and National CineMedia (NCM).