Bashkirova & Partners » Blog » Opinion Polls » Cinema-goers surprisingly are active Internet Users

Cinema-goers surprisingly are active Internet Users

What are Russians’ preferences in terms of film-watching? What is their choice: home television, going to a cinema, watching films online or watching movie on DVD? 

In which way shall we describe the Russia movie-watching audience and is online about to get over cinemas and TV?

Findings of another study, managed by Bashkirova and partners, offers answers to these abovementioned questions.


Despite the traditional leadership of television on audience size (90%), the rest methods of video content consumption in this country still remain also quite popular.

DVD is found to be the least popular, as this content carrier is enjoyed only by 70% of respondents. At the same time 43% of the Russian interviewed never in the past year watched films on DVD.  

In exceed of two thirds of Russians - 78% have reported on their interest in cinemas. But as well as in case with DVD-watching, 43% admitted they not a single time had attended cinema over 2014.  

It’s interesting that the greatest percentage of our citizens, attending cinemas is detected amongst active Internet users. Though they could have downloaded a desired film via torrent-tracker source easily, they don’t deny themselves pleasure of watching an exciting movie hit on a big screen. So we are able to assume that online advertising of new films appears more promising from perspective of reaching target audiences if compared to advertising on television or billboards. 

As well as in the previous data, «being interested» is not an equivalent of «consumption» in quantitative expression relatively to online film watching - 72% versus 33%, who never watched a film over last year online. We find 73% of such respondents in the retired category and just 7% in the young. It’s remarkable that in this case we have 15% of the retired people watching films regularly.

DVDs are the least popular, because this movie format is gradually getting outdated today. Elderly people prefer watching films on TV as it’s of greater convenience to them. The young instead surely prefer online technologies (42% vs. 70% of regular users).


Analyzing the outcomes of our survey we may come to the following conclusion: it’s too early so far to speak of online wathing getting over television. Watching and downloading films online, despite the common thinking, does not threat the distribution of motion pictures business. Young people make a category of Russians who attend cinemas most often. These very people are also the most frequent Internet users.  The great percentage of middle aged people is also represented by regular cinema-goers as well as seekers for new IT-technologies.



This study was conducted in March 2015 based on all-Russia random route sample (18+) by means of face-to-face interviews in place of residence. Altogether 1500 respondents in 8 federal districts, 150 settlements, 200 sample points have been surveyed. The sample error makes up 2,5%.


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