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Americans are watching increasingly better films on streaming services – according to the Bad Movie Index



The movies Americans like to watch on major streaming platforms are getting increasingly higher ratings. But both summer and Christmas are times when we tend to watch less quality cinema, and the U.S. is still far behind both Japan and UK when it comes to streaming top-rated movies.

That’s the analysis of data coming from the “Bad Movie Index”, which takes a data-driven approach when looking at the top ten lists of movies from the world’s top five streaming giants. When adding the respective movies’ ratings from major movie rating sites into the equation, the result is a weekly index between 1-10 that varies over time depending on what’s on the top lists. But above all, it reveals some interesting truths about our movie movie-watching habits.

“The Bad Movie Index not only shows us what movies people like to watch and how it varies over time. First and foremost it opens up a conversation about what quality cinema really is, and how personal taste can be”, said Mirja Wester, CEO of Draken Film and Göteborg Film Festival, the organization behind the Bad Movie Index.

You might think Christmas and other holidays are perfect for watching critically acclaimed films, but the index reveals it’s quite the opposite. Almost all countries see their index plummet to all-time lows during summer holidays, Christmas and New Year’s. So does the US, but compared to other countries, Easter and Halloween are occasions where the US index doesn’t move much at all. However, in comparison with most other countries, the US index varies considerably between its highest and lowest points.

“Traditionally, the rating averages for streamed films tend to drop as Christmas approaches. Last autumn’s lists of top films were characterized by rom-coms that scored low by the critics, which is fairly typical for the fourth quarter. As pandemic restrictions are lifted and cinemas announce an overnight increase in seating capacity, it is reasonable to expect the public to prefer the cinema and to want to see the very best films in the ambience of the cinema rather than at home”, said Olle Agebro, streaming analyst at Draken Film and Göteborg Film Festival.

Data collected from early 2020 till today shows the mean value is 6.75 on a scale between 1 and 10, but it also shows a slight increase over time. During 2020 and the heights of the pandemic the mean index was 6.63, but it has risen substantially over the course of 2021 to 6.88. There are several explanations as to why Americans are watching higher-rated movies during 2021, but the +3,7% recovery from 2020 is exceeded only by the Scandinavian countries that are part of the Bad Movie Index.

Overall, this places the USA in fourth place globally. The country with the highest Bad Movie Index is Japan with a mean index of 7.03, followed by the UK (6.97) and France (6.80).

As the Swedish Bad Movie Index fluctuates, so does the monthly membership price of Draken Film’s own quality film streaming service. When the index hits its’ lowest levels, Draken Film offers a monthly price of 29 SEK (3.3 USD, 2.9 EUR), but if the index shows that people are streaming highly rated movies, the price rises to 109 SEK/month (12.5 USD, 10.7 EUR) – compared with the regular price of 89 SEK / month (10 USD, 8.8 EUR).

In addition to the unusual pricing in Sweden, Draken Film has dug deeper into the data, revealing the truth about movie-watching behaviors also in the U.S., UK, Japan, Brazil, India, Germany, France, Denmark and Norway.

● In general, 2021 so far seems to be a better year for movie-watching than the data from 2020 tells us. Across all countries, the Bad Movie Index has risen by 2,6%, from 6.4 to 6.8
● Across the entire period, Brazil has the lowest Bad Movie Index of all countries (6.43), while India only was slightly better (6.58)
● Japan had the highest Bad Movie Index during the entire period (7.03), closely followed by the UK (6.97).
● The British beat the French when it comes to the Bad Movie Index (6.97 vs 6.80). But on the other hand, the French have both higher maximum and minimum indexes than the Brits.
● In general, most countries have a higher Bad Movie Index during 2021 than the recorded weeks 2020. The U.S. index has risen by 3.7% and the UK by 2.0%. However, they are both far behind Norway, whose Bad Movie Index is 6.4% higher than 2020.
● But not all countries have a higher Bad Movie Index 2021. Two countries have actually lower index 2021 than 2020: Germany and Japan ((-0,4% and -0,3%).

The full list of findings from the respective countries can be found in the press kit.



Watch the film about Bad Movie Index >



About Draken Film

Draken Film is run by Göteborg Film Festival and is the leading VOD platform in Sweden for art-house film, appointed Sweden’s best streaming service by the tech magazine IDG in 2019.

Visit the website and learn more about the index and the sources behind it:

















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