As the autumn chill sets in and spooky season takes hold, audiences are immersing themselves in the much-anticipated seasonal cinema. From horror sequels to timeless autumn classics, the film industry’s autumn releases have a broad appeal, attracting cinema-goers and streaming audiences alike.

At Clusters, our expertise in TV, media, and segmentation has allowed us to analyse this year’s film trends, offering brands valuable insights into October’s audience behaviours.

October’s big cinema releases: franchises and horror on the rise

The most highly anticipated films for October have been: Joker: Folie à Deux and the latest Venom, followed by horror sequels such as Smile 2 and Terrifier 3. In particular, horror seems well-suited to the immersive experience of the cinema, where viewers can enjoy the shared thrill of suspense in a way streaming often can’t replicate.

While the cinema experience continues to draw audiences back post-pandemic, 2023 trends show that UK cinema attendance has yet to fully rebound to pre-COVID levels. Attendance for the first part of 2024 was strong October’s high-profile releases, however, are poised to boost attendance as fans look to dive into the spirit of spooky season.

Streaming habits in spooky season: convenience meets content

Despite cinema’s resurgence, data reveals that 20% of people prefer waiting to stream films at home, matching an industry-wide preference for online streaming as the primary way audiences watch films. Streaming platforms, especially Netflix and Amazon Prime, are well-positioned to capture this audience with carefully curated horror content and other seasonal favourites.

For viewers less inclined toward horror, autumn classics like Gilmore Girls and You’ve Got Mail are likely to see a seasonal resurgence in popularity on streaming platforms.

Audience viewing habits: insights for brands across cinema and streaming

Cinema remains a popular choice, with 73% of people attending at least once a year, though the frequency varies. For instance, 24% report going once every few months, and 23% go monthly. Factors such as ticket costs – which in 2023 reached an average high of £7.92 – still influence attendance rates, with 35% of people noting that cost deters them from going more often.

Understanding the blend of cinema and streaming preferences provides valuable insight into audience behaviours, especially during key seasons like October. Our unique segmentation methodology enables brands to uncover data-driven insights into audience behaviours, optimising campaigns and crafting a more engaging cinematic experience both at home and in the theatre.

Maximising audience engagement this autumn

The convergence of seasonal favourites, platform preferences, and evolving viewing habits makes autumn 2024 a unique opportunity for brands to connect with film lovers. With high-profile cinema releases and streaming platforms optimising their seasonal offerings, the audience is more engaged than ever. Our segmentation expertise helps brands navigate this landscape, ensuring they connect meaningfully with audiences across both cinema and streaming this October.

For further insights into how our expertise in market segmentation and media can enhance your brand’s strategy, contact us to arrange a call today.