Data: Can YouTube save the cinema?
March 28, 2025
Cinema revenues worldwide are projected to reach $34 billion (€31.4bn) in 2025, a significant decline from the $42 billion recorded in 2019. This was a key takeaway from data presented by Maria Rua Aguete, Head of Media & Entertainment at Omdia, during her presentation at FED España.
According to Omdia research, only 44 per cent of YouTube users in the US go to the cinema, with the same figure observed in Spain. This raises an important question: How can YouTubers help boost cinema attendance?
During her presentation, Rua Aguete highlighted successful cases where YouTubers have directly influenced cinema trends. For example, the documentary Kaizen by French YouTuber Inoxtag premiered for free on YouTube, yet managed to sell out 400 cinemas across France the following day. Similarly, Spanish YouTuber Alec has drawn massive crowds to cinemas in Madrid with his content, demonstrating the power of digital creators in driving audiences to the big screen.
Maria also emphasised another striking data point: 57 per cent of YouTube users in the US subscribe to Netflix, while 54 per cent do so in Spain. This presents a potential opportunity – can leveraging YouTubers in marketing campaigns capture the remaining share of users? Or can cinema chains and streaming platforms integrate content created by YouTubers to drive audience engagement?
A case in point is Netflix’s strategy in France, where the platform collaborated with YouTubers to promote Squid Game, leading to heightened awareness and engagement.
Rua Aguete commented: “I believe collaboration with YouTube is a must going forward; collaboration and partnerships are key to attracting the audiences of YouTube around the world.”
Netflix has been executing marketing campaigns globally using YouTubers for shows like Squid Game.
Rua Aguete’s insights suggest that embracing YouTube influencers as part of cinema marketing strategies could be key to revitalising the industry, bridging the gap between digital consumption and theatrical experiences.
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