Data: Youth, Film, Entertainment 2026

What determines whether young people stay home or go out for a cultural or cinematic experience? Streaming, gaming, social media and personalised algorithms are changing how young audiences discover content, decide what deserves their attention and assess whether an outing is worth it. This talk explores how these shifts are affecting cinema attendance and how cinemas can rethink formats, occasions, partnerships and other ways of creating experiences that are worth discovering, planning and sharing.

Petra Průšová is the Managing Director of the Kantar agency for Central and Eastern Europe and has been involved in research since 1995. She actively participates in research projects and is well-known for her contributions to marketing research. Her work encompasses a variety of activities, including delivering lectures on marketing research and its applications, providing education, and mentoring. Additionally, she is a mentor in the Odyssey Mentoring Program, has completed courses such as AI Empowerment: Artificial Intelligence as a Key to Creativity and Efficiency, and is a certified coach of the NeuroLeadership program.