Abstract
The study explores the impact of Netflix on cinema box office performance, highlighting the transformation of audience consumption patterns in the digital age. Drawing on a rigorous analysis of scholarly literature and empirical data, it demonstrates that streaming platforms, particularly Netflix, have contributed to a measurable decline in theatrical attendance by offering convenient and cost-effective alternatives. The extent of this disruption varies across genres, release models, and budget levels, with independent and limited-release films being the most vulnerable. Exclusive digital premieres often undermine box office revenues, whereas hybrid distribution strategies yield mixed outcomes. The research underscores Netflix’s role in reshaping film distribution and viewer engagement, advocating for continued academic investigation into these evolving dynamics. It emphasizes the strategic necessity of collaboration between streaming services and cinemas, providing insights essential for stakeholders seeking to navigate and adapt to the rapidly evolving media and entertainment landscape.