Cinema, boom in the under 35s and growing admissions to cinemas in 2026

According to data presented by Ergo Research and Cinetel at Mia in Rome, in the first half of 2026 admissions to theaters reached 40.6 million, up 19% compared to the same period in 2025. Spectators rose to 29.6 million, equal to 51% of the population, returning to pre-pandemic levels. Those aged up to 34 generate 56% of total admissions, while over 15 million users of pay platforms do not frequent cinemas

Cinema in Italy continues to recover ground after the pandemic years. The data presented by Ergo Research and Cinetel as part of Mia, the International Audiovisual Market underway in Rome, show an increase in both admissions and the number of people returning to theaters. In the first half of 2026, admissions reached 40.6 million, with an increase of 19% compared to the 34.1 million recorded in the same period of 2025. Considering the 18 months between January 2025 and June 2026, tickets sold were 109 million, 5% more than the 104 million in the previous period.

Over half of Italians have returned to the cinema

The audience of spectators aged 3 and over reached 29.6 million people, equal to 51% of the population, with an increase of 3.5 million compared to the previous survey. Among those over 15, there were 26.7 million viewers, also equal to 51% of the reference population. The data brings the audience back to the levels of the 2018-2019 two-year period, when there were 29.5 million spectators. However, the overall number of presences remains lower: the 109 million admissions recorded in the last 18 months are still 19% below the 134 million in the pre-Covid period.

Ages up to 34 are worth 56% of admissions

It is above all the young people who support the growth of cinemas. In 2025, the group between 15 and 24 years old generated 22% of total admissions, while that between 25 and 34 years old stood at 17%. Also considering children and young people between the ages of 3 and 14, who represent a further 17% of admissions, the groups up to 34 years of age overall account for 56% of admissions. The over 60s instead represent 13% of tickets sold, while the 50 to 59 age group stops at 12%.

Over 15 million pay users do not go to the cinema

According to the analysis by Ergo Research, an average Italian viewer watches 91 films a year considering all viewing methods, from free-to-air television to pay platforms and cinemas. Free TV represents 57% of overall viewing, ahead of pay offers with 22%. Cinema accounts for 1.6% of total viewing but maintains a younger audience, with an average age of 36.5 years. The research also highlights that over 15 million Italians use pay platforms or services without going to cinemas.