AUDIENCES - BFI Table 2 Audience profile of UK films compared with all films, 2017 UK films All films

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    AUDIENCES

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    CONTENTS

    Cover image: Jackie © Stéphanie Branchu courtesy of eOne Films

    Availability of comprehensive data on film audiences ...........................................................................................................................04

    Audiences for film in the UK by platform ..................................................................................................................................................04

    Cinema audience by age ..............................................................................................................................................................................05

    Cinema audience by gender and socio-economic status ....................................................................................................................06

    Cinema audience for UK films .....................................................................................................................................................................06

    Audiences for film on television ..................................................................................................................................................................10

    Film preferences by age ...............................................................................................................................................................................11

    Film preferences by gender .........................................................................................................................................................................15

    Film preferences by socio-economic group ............................................................................................................................................17

    Film preferences by nation ...........................................................................................................................................................................18

    Subscription Video on Demand ..................................................................................................................................................................20

    Audience profile for selected SVoD services ...........................................................................................................................................21

    Audience profile comparative analysis ......................................................................................................................................................22

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    FACTS IN FOCUS AUDIENCE FOR FILM IN THE UK CINEMA AUDIENCE BY AGE

    FILM PREFERENCES BY AGE

    FILM PREFERENCES BY NATION TELEVISION AUDIENCE FOR FILM BY AGE

    AGE PROFILE FOR FILM AUDIENCES ACROSS PLATFORMS

    CINEMA AUDIENCE FOR UK FILMS

    of UK adults watch a film or movie at least once every three months

    15-24 55+

    % of average cinema audience

    Young cinema-goers outweigh older adults by 3 to 1

    Youngest skewing title at cinema Oldest skewing title at cinema

    7 out of 10 cinema-goers who saw Happy Death Day were aged 15-24

    7 out of 10 cinema-goers who saw Viceroy’s House were aged 55+

    1 in 4 of the cinema audience for T2 Trainspotting were Scottish compared with

    Comparing the three main platforms for film, cinema audiences are the youngest, followed by SVoD and lastly TV.

    28% 21% 8%

    % of audience aged 18-24

    UK films at the cinema attract an older and more upmarket audience compared to all films

    aged 55+ (vs 11.5%)

    17.3% 65.7%

    ABC1 (vs 60.9%)

    % of audience for UK films

    25%

    9% for all films

    % of average television audience for film

    15-24 55+

    Older adults who watch films on TV outweigh younger viewers by 5 to 1

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    AUDIENCES AVAILABILITY OF COMPREHENSIVE DATA ON FILM AUDIENCES

    The audience is fundamental to supporting the economic and cultural impact of the film industry, and audiences have more choice than ever before of where, when and how to watch films. As we have seen in other chapters, in 2017 television remained the most popular platform in the UK for watching film while cinema-going remained the largest single revenue source for the film industry.

    This year, we have expanded the scope of this chapter to include more data about audiences on platforms for which there have been limited data in the past, in particular services offering OTT Subscription Video on Demand (SVoD) ie VoD services outside those available as part of a pay TV package. However, it is also true to say that across the industry, there is currently still a lack of granular data about the wider world of film and there is no single source study, of which we are aware, that enables comparison of film audiences between platforms and services.

    The industry also lacks robust data about the diversity of film audiences. Work is presently underway within the BFI to address this, and next year’s Yearbook will thus include analysis of audience diversity in addition to the traditional demographic profiles reported here.

    AUDIENCES FOR FILM IN THE UK BY PLATFORM

    Audiences for film both at the cinema and at home continue to attract large numbers of the UK population. When asked whether they had watched any film or movie in the previous three months, 85% of the UK adult population responded positively (Figure 1). Whilst amongst all adults, the largest reach (52%) was for films shown on television, the most popular platform amongst 18-34 year olds was SVoD which underlines the disruption to traditional patterns of film consumption which has been driven by the arrival of these services in the UK.

    Source: Walnut Unlimited Omnibus Survey, Q1, 2018

    Q: In the last three months have you watched a film/movie in any of the following ways? UK adults 18+, Base (2,009)

    Figure 1 Audiences for film in the UK by platform

    0

    10

    20

    30

    40

    50

    60

    SV oD

    TV /Ca

    tch -up

    Cin em

    a

    DV D/B

    lu-r ay

    Fre e a

    pp /we

    bsi te

    TVo D ES

    T No

    ne

    % of UK adults

    Age 18-34

    All adults

    53

    37

    41

    52

    37

    31

    26

    29

    25

    14 14

    7

    12

    7 7

    3

    9

    15

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    CINEMA AUDIENCE BY AGE

    Figure 2 shows the trends by age for cinema admissions between 2008 and 2017. The age profile over the period shows few marked changes apart from one or two small spikes that reflect the release of a number of successful titles with strong appeal to particular age groups. Overall, there has been a small, but steady, downward trend in the share of admissions accounted for by 15-24 year olds. (The share of the cinema-going audience amongst 15-24 year olds has seen a significant drop over recent decades: in the 1990s this group regularly made up over 40% of the audience whereas in 2017 they represented just 28%, the lowest audience share in the past 20 years.) Nevertheless, 15-24 year olds remain the largest segment of the cinema-going audience and outweigh those aged 55 or over by a factor of almost 3 to 1.

    As the chart shows, older (45+) cinema-goers have gradually increased their representation in cinema audiences over the period. It is hard to pinpoint the reasons for this, since the age profile of the UK population amongst this group has been increasing at the same rate as the profile of cinema audiences (around two percentage points in the last 10 years). We might have expected the audience profile in 2017 to have shown an increase in the proportion of 55+ cinema-goers in particular, given the growth in both accessible and ‘silver’ screenings and the number of films released during the year with appeal to this demographic (Viceroy’s House, Their Finest and Victoria & Abdul, amongst others). It is possible, however, that the proportion of cinema admissions amongst this group will increase over coming years as ‘boomers’ (those born between 1945 and 1960) become more significant within the active retired population.

    Figure 2 Age distribution of cinema admissions, 2008-2017

    Age 7-14 15.8 17.9 13.6 14.6 14.4 12.9 14.4 13.6 13.6 14.3

    Age 15-24 31.7 30.7 31.8 34.8 33.5 32.5 30.8 29.4 29.1 27.8

    Age 25-34 18.5 19.0 23.3 19.3 18.1 19.4 18.0 18.7 18.4 18.5

    Age 35-44 15.6 16.1 14.0 14.8 15.8 16.1 15.9 16.3 17.2 17.3

    Age 45-54 9.0 8.8 8.7 8.0 8.7 8.8 9.3 9.5 9.7 10.5

    Age 55+ 9.4 7.5 8.7 8.3 9.4 10.4 11.5 12.5 12.0 11.5

    Source: CAA Film Monitor, based on all films released during 2017 and captured in the Film Monitor Survey 2017. Base: 81 titles, n=126,811

    % of group in audience

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    10

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    100

    2017201620152014201320122011201020092008

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    CINEMA AUDIENCE BY GENDER AND SOCIO-ECONOMIC STATUS

    Males typically outweigh females in the overall cinema audience and over-index versus their representation in the UK population as a whole. In 2017, males accounted for 52% of all cinema admissions but made up only 49% of the UK population. Table 1 shows, however, that this is not consistent by age group. While cinema audiences drawn from 25-44 year olds skewed strongly towards