A new study from a University of Toronto researcher and a research group led by Toronto-based academic John Maynard found that moviegoers are willing to pay for free content online but not for free TV.
The study, titled “Free Movies Are Still Free,” examined 3,400 moviegoers over the age of 18 in 20 countries, and found that a majority of those surveyed said they would pay for movies and TV content they don’t see on their cable or satellite TV.
In the U.S., 81 per cent of moviegoers said they wouldn’t pay for the same content, while only 17 per cent said they’d pay for it.
The results show that while viewers are willing and able to pay, they are also less likely to pay to watch movies and other content that they see on a subscription basis, said John Mayard, the lead author and an associate professor of media studies at the University of Trenton.
“We wanted to see if this was a product-driven, cable-driven phenomenon or whether it was something more,” Maynard said.
The researchers looked at the online viewing habits of 1,200 U.K. adults between January and June of 2020, along with 1,400 U.I. adults in the U, Ireland and Spain.
They found that the majority of movie-going was on smartphones, tablets, laptops and other mobile devices, which makes them less appealing to viewers.
However, it’s the TV that matters most, said Mayard.
In addition to being a major source of entertainment, TV provides content that is often limited in quality.”TV is often the only way for people to get a feel for what’s going on and what their options are,” Mayard said.In the U