AUDIENCES - BFI

[Pages:24]AUDIENCES

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CONTENTS

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

Cover image: Jackie ? St?phanie Branchu courtesy of eOne Films

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FACTS IN FOCUS

AUDIENCE FOR FILM IN THE UK

CINEMA AUDIENCE BY AGE % of average cinema audience

15-24

55+

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

FILM PREFERENCES BY AGE

Youngest skewing title at cinema

Young cinema-goers outweigh older adults by 3 to 1 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+

FILM PREFERENCES BY NATION

25%

1 in 4 of the

cinema audience for T2 Trainspotting were Scottish compared with

9%

for all films

AGE PROFILE FOR FILM AUDIENCES ACROSS PLATFORMS % of audience aged 18-24

28% 21% 8%

TELEVISION AUDIENCE FOR FILM BY AGE

% of average television audience for film

15-24

55+

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

CINEMA AUDIENCE FOR UK FILMS % of audience for UK films

17.3%

65.7%

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

aged 55+

(vs 11.5%)

ABC1

(vs 60.9%)

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

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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.

Figure 1 Audiences for film in the UK by platform

% of UK adults

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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.

53

52

50

41

40

37

37

30

31

29

26

25

20

14

14

12

10

7

7

0

SVoD

TV/Catch-up

Cinema

DVD/Blu-ray Free app/website

TVoD

EST

Age 18-34

All adults

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)

7 3

15 9

None

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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

% of group in audience 100

90

80

70

60

50

40

30

20

10

0

2008

2009

2010

2011

2012

2013

2014

2015

2016

Age 7-14

15.8

17.9

13.6

14.6

14.4

12.9

14.4

13.6

13.6

Age 15-24

31.7

30.7

31.8

34.8

33.5

32.5

30.8

29.4

29.1

Age 25-34

18.5

19.0

23.3

19.3

18.1

19.4

18.0

18.7

18.4

Age 35-44

15.6

16.1

14.0

14.8

15.8

16.1

15.9

16.3

17.2

Age 45-54

9.0

8.8

8.7

8.0

8.7

8.8

9.3

9.5

9.7

Age 55+

9.4

7.5

8.7

8.3

9.4

10.4

11.5

12.5

12.0

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

2017 14.3 27.8 18.5 17.3 10.5 11.5

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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 men, amongst older (35+) audiences, women outweighed men. In this latter group, the proportion of men and women in the cinema audience is thus more aligned to their age profile in the UK population.

In terms of socio-economic status, the average cinema audience attracts a disproportionate share of individuals from the higher social grades in all age groups compared with the general population. This is most marked amongst the older (35+) audience.

Table 1 Cinema audiences by age and gender/social grade, 2017

Age 7-14

%

Males

53

Females

47

ABC1

58

C2DE

42

Source: CAA Film Monitor, 2017. Base as Figure 2

Cinema audiences

Age 15-24

Age 25-44

%

%

54

56

46

44

57

62

43

38

Age 35+ % 49 51 67 33

All 7+ % 52 48 62 38

UK population 7+ % 49 51 55 45

CINEMA AUDIENCE FOR UK FILMS

This section looks at the audience profile for UK films as a subset of all films. Of the total of 81 films covered by the Cinema Advertising Association (CAA) Film Monitor, 26 were UK qualifying productions, of which nine were UK independent titles.

As Table 2 shows, the audience profile for UK films is slightly different to that for all films. UK films attracted a higher proportion of their audience from the older age groups, particularly those aged 55 or over, reflecting the genres of UK film releases in 2017 which included several period dramas and war films such as Viceroy's House, Their Finest, Victoria & Abdul and Dunkirk. UK films skewed very slightly more male than all films, but had a significantly more affluent audience profile than that for all films.

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Table 2 Audience profile of UK films compared with all films, 2017

Age 7-14 Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+ Male Female ABC1 C2DE England Scotland Wales

Source: CAA Film Monitor Base: all films, 81 titles, n=126,811; UK films, 26 titles, n=36,266.

UK films %

10.1 24.7 18.3 17.2 12.4 17.3 52.4 47.6 65.7 34.3 83.4

8.9 7.7

All films (including UK films) %

14.3 27.8 18.5 17.3 10.5 11.5 51.2 48.8 60.9 39.1 82.7

8.9 8.5

The age profiles for the top UK independent films captured by Film Monitor and released in 2017 show they attracted a wide variety of audiences by age (Figure 3). Whilst in general they appealed to a slightly older than average profile, several films, notably Viceroy's House, Victoria & Abdul, My Cousin Rachel and Their Finest, all attracted audiences for whom over two thirds of all viewers were aged 45 or over. The following chart (Figure 4) shows that these films also attracted audiences that were very upmarket but also predominantly female.

At the other end of the scale, as might be expected, Paddington 2 was popular amongst younger audiences, whilst Baby Driver and T2 Trainspotting both attracted large numbers of 15-34 year olds, more typical of the average cinema audience.

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Figure 3 Cinema audience profile by age for the top UK independent film titles, 2017

% of group in audience 100

90

80

70

60

50

40

30

20

10

0

Paddington

2

(U) Baby

DriverT2(1G5To)raoindsbpyoettCinhgris(1to8p) her

Robin (PG) The Death

of

Stalin

(15) Their

Finest My

(12A) Cousin

Rachel

(12A) Victoria

&

AbdVulic(PerGo)y's

House

(12A) UK cinema

audience

Age 7-14

24

-

-

2

-

2

2

7

4

14

Age 15-24

8

49

24

8

11

14

15

10

7

28

Age 25-34

9

19

20

21

23

6

9

4

3

19

Age 35-44

18

13

29

21

12

10

5

8

9

17

Age 45+

41

19

27

48

54

68

69

71

77

22

Source: CAA Film Monitor Note: Film Monitor captures nine of the top 20 UK independent films released in 2017 and identified in the Yearbook chapter, Film at the cinema.

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