Factors influencing movie consumption behavior: a brief systematic literature review
DOI:
https://doi.org/10.15170/MM.2026.60.KSZ.01.08Keywords:
movie consumption, systematic literature review, PRISMA, TCCM frameworkAbstract
THE AIM OF THE PAPER
The movie industry has undergone significant changes over the past century, particularly in the last 5 years. With the spread of the COVID-19 pandemic, cinemas were forced to close, while streaming services became increasingly popular among the Hungarian audience. Since the reopening of cinemas, the platforms used by this entertainment industry and consumer preferences have also changed significantly. Among international researchers, although movie-related research is popular, there is hardly any unified, synthesized knowledge regarding the existing results on its consumption. The aim of this study is to summarize the results of previous research on movie consumption habits, to outline the methodologies used, and to identify future research directions related to the topic.
METHODOLOGY
The methodology of systematic literature review was applied utilizing the PRISMA protocol and the TCCM framework. During the study, international articles related to the topic published in the last 20 years were analyzed along the lines of theories, contexts, characteristics and methodologies.
MOST IMPORTANT RESULTS
The reviewed studies present a fragmented picture in terms of both characteristics and theories, resulting in the observation that in case of movie as a cultural product, the contexts appear differently, making it impossible to establish a generalizable model for its consumption. The results suggest opportunities for further, situation-specific research on this topic.
RECOMMENDATIONS
The research can highlight factors and characteristics for film marketing professionals that are worth considering and incorporating into their strategies during their campaigns. They should not only depend on the characteristics of the target audience but also on the film’s attributes (such as genre, creators).
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