Chinese Cinephiles in the Post-Pandemic Pandemic Era: Comparing the Transition from Traditional Theatres to OTT Platforms

The COVID-19 pandemic has reshaped film consumption patterns in China, driving a notable transition from traditional theatres to over-the-top (OTT) platforms. This study investigates the factors influencing post-pandemic cinephile preferences, particularly the interplay between OTT platforms and traditional cinema-going platforms. The surge in online streaming, boosted by pandemic-induced restrictions, has been critical with regional giants such as iQIYI restyling Chinese entertainment traditions. This research aims to uncover the determinants guiding cinephile choices by analysing demographic variables, technological advancements and consumption patterns. Through a survey in Tier II cities, data from 656 participants were analysed to determine the OTT platform and cinema usage. The findings reveal nuanced trends: females slightly favour OTT platforms, while males prefer traditional cinemas. Young adults aged 21 to 25 years are the most active users of both platforms, with education level slightly affecting usage. Smartphone usage is widespread, with 70% accessing OTT platforms via mobile. While 40% view OTT platforms as challenging traditional cinemas, 65% view OTT platforms in the future. Key factors influencing future cinema-going include OTT platform accessibility and time constraints—over 80% expressed satisfaction with their cinema experiences, with peak seasons significantly impacting ticket prices. Comedy, drama and action genres were most popular among cinemagoers, each with over 60% preference. These findings imply that the future of film consumption in China will likely be shaped by the balance and integration of OTT platforms and traditional cinema experiences.