LAST UPDATE: OCT. 13, 2021

Tracking the Return to Normal: Entertainment

Morning Consult is tracking how safe consumers feel participating in out-of-home entertainment activities in light of the COVID-19 pandemic
By: Sarah Shevenock

 

This tracker is part of a series from Morning Consult gauging when consumers will return to normal activities in the wake of the COVID-19 pandemic. Learn more and sign up for alerts.

Movie theaters, concert venues and amusement parks were just some of the businesses forced to shutter their doors when the COVID-19 pandemic took hold of the United States in March 2020. And while some of these businesses have attempted to reopen and recover, not all consumers are ready to leave streaming behind and resume out-of-home entertainment. As vaccines are distributed, Morning Consult will continue to monitor consumer comfort in going to the movies, concerts, amusement parks, theaters and museums.

Morning Consult is tracking pent-up demand and excitement for many of the activities listed on this page. Bookmark this page for weekly updates of these figures, and read our deep dive on which industries will see a post-pandemic boom in consumer demand.

KEY TRENDS

  • Americans’ Comfort With Moviegoing Ticks Up: Even with the James Bond film “No Time To Die” missing analyst projections, comfort heading to the movies increased 1 percentage point to 48%. This marks the 12th consecutive week that Americans’ comfort with going to the movies has been below 50%, following a July 4 high of 55%. 
  • Consumers More Comfortable Going to Concerts: Comfort attending a concert increased for the first time since Sept. 20, climbing 3 points to 39%. Comfort visiting amusement parks and museums also ticked up.

Comfort With Entertainment Activities
The share of U.S. adults who said they feel comfortable doing the following activities right now:
Weekly surveys are conducted among roughly 2,200 U.S. adults and have a margin of error of +/-2%.

Comfort With Going to the Movies
The share of respondents who said they feel comfortable going to a movie theater right now
Weekly surveys are conducted among roughly 2,200 U.S. adults and have a margin of error of +/-2%.

Comfort Going to the Movies Along Party Lines
The share of respondents who said they feel comfortable going to a movie theater right now
Weekly surveys are conducted among roughly 2,200 U.S. adults and have a margin of error of +/-2%.

Tracking When Consumers Feel Comfortable Returning to Movie Theaters
Respondents were asked when they would feel comfortable going to a movie theater
Weekly surveys are conducted among roughly 2,200 U.S. adults and have a margin of error of +/-2%.

Tracking When Consumers Feel Comfortable Returning to Concerts
Respondents were asked when they would feel comfortable going to a concert
Weekly surveys are conducted among roughly 2,200 U.S. adults and have a margin of error of +/-2%.

How Much Time Are Consumers Spending With Streaming?
The share of respondents who said they are doing the following activities at least once a week:
Weekly surveys are conducted among roughly 2,200 U.S. adults and have a margin of error of +/-2%.

Tracking the Return to Normal

“When will things return to normal?” is a common refrain murmured within political, business and health care leadership circles. To help answer this complicated question, Morning Consult is tracking a number of key indicators in its public opinion polling, from willingness to get a COVID-19 vaccine to consumers’ comfort level in returning to leisure activities such as dining out to what people are streaming during the pandemic. We’ll be updating these pages every week with new data and analysis:

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