Under 30s and Film: Attitudes, Behaviours and Profiles of Young Independent Film Audiences

BIFA / BFI / The Audience Agency · 2019

About this report

This BIFA-commissioned report explores how young people aged 16–29 in the UK engage with independent and non-mainstream film, across both cinema and digital platforms. It finds that under-30s love film and value cinema as a social experience, but cost is a key barrier to watching non-mainstream titles at the cinema; digital platforms are instead the primary place of film discovery for this age group. The report segments audiences by age and level of film interest, offering practical recommendations for distributors, exhibitors and digital platforms on how to reach and engage younger audiences with independent film.

Research details

Methodology

SurveyFocus groupInterviewSecondary analysisMixed methodsOther

Sample size

700

Sample

Young film audiences aged 16–29 across the UK, with varying levels of engagement in film; 54% female, 44% male; 78% White, 11% Asian or Asian British, 4% Black or Black British, 4% Mixed/Multiple ethnic group.

Place

UK-wide

Youth involvement

No youth involvement

Funder

BFI (British Film Institute) with National Lottery funding

Themes