Last year, 68% of Americans and Canadians—a jaw-dropping 228.7 million people—went to the movies. And 11% of them go at least once per month. How do they decide what to see? Google conducted a study with Millward Brown Digital to learn how moviegoers research and choose the films they watch. YouTube, which reaches more frequent moviegoers than any top cable network, is a commonly used source: Four out of five moviegoers who use video sites to research a film come to YouTube. For more findings, sit back, grab some popcorn and enjoy the infographic below.

October 2014