Young adults in the U.S. are returning to cinemas at higher rates than before the pandemic. Social media influence and unexpected horror film successes are fueling this trend, according to new research.
Media and publishing professionals tracking audience behavior should note a significant shift: U.S. internet users ages 18-24 are now visiting movie theaters more frequently than before the pandemic, with social media playing a key role in driving this resurgence. This trend has direct implications for content strategy, traffic growth, and monetization opportunities tied to Gen Z engagement.
According to Ampere Analysis, 61% of U.S. internet users in the 18-24 age group reported attending a movie theater at least once in the past six months. This marks an increase from 58% in the first quarter of 2020, before COVID-19 lockdowns, and surpasses the current national average of 52% across all age groups. The research highlights that social media buzz and viral content are motivating Gen Z to seek out theatrical experiences, especially for surprise horror hits like "Obsession" and "Backrooms."
Sam Nursall, research manager at Ampere Analysis, said that young audiences are discovering new ideas and creators online, and are willing to leave their screens to attend movies that generate strong social media discussion. Ampere's data shows that 30% of Gen Z respondents are influenced by content they see on social platforms, compared to a 19% national average. Additionally, Gen Z spends an average of 29 minutes more per day watching videos on these platforms than other demographics.
The horror genre continues to stand out for its ability to deliver profitable box office surprises, thanks to lower production costs, active fan communities, and strong word-of-mouth momentum. While Gen Z is leading the return to theaters, older audiences have not yet reached pre-pandemic attendance levels. In the first quarter of 2026, only 53% of those aged 25-54 reported visiting a theater in the previous six months, down from 58% in early 2020.
These findings are based on Ampere Analysis research covering 30 global markets and 56,000 internet users aged 18-64. The pre-pandemic data was collected in February 2020, just before U.S. lockdowns began. For further insight into how digital trends are shaping audience measurement and advertising, see this analysis of browser attribution standards and their impact on ad spend.
