A landmark 2026 study reveals that 92 percent of American entertainment consumers are receptive to religious representation on screen, signaling a major shift in audience demand for spiritual storytelling.
A comprehensive national survey conducted by HarrisX in partnership with the Faith & Media Initiative (FAMI) has challenged long-standing Hollywood assumptions regarding religious content. Released in late January 2026, the “2026 Faith & Entertainment Index” found that faith is no longer viewed as a liability by mainstream audiences but is increasingly seen as a narrative asset. According to the data, 77 percent of consumers agree that religious themes in television and film are broadly appealing, a sentiment that remained consistent across generational and political divides.
The research, which involved over 12,000 participants and an analysis of more than 100 scenes from 50 different productions, revealed a surprising level of openness among non-religious viewers. Atheists and agnostics showed the largest positive shift in attitude after exposure to faith-related scenes, with their perception of such content as “appealing” rising from 53 percent to 58 percent. Similarly, relatability among this group increased from 53 percent to 61 percent. Brooke Zaugg, Executive Director of the Faith & Media Initiative, noted that the data points toward a “large underserved audience” seeking nuanced and complex depictions of faith rather than preachy or stereotypical portrayals.
The study identified emotional sincerity as the primary factor distinguishing successful faith portrayals. Scenes that were described as emotive, reflective, or thought-provoking consistently outperformed those that relied on sarcasm, irony, or clichés. Respectful treatment of religious traditions was cited as essential for maintaining audience engagement. For example, scenes from the HBO medical drama The Pitt and the comedy Young Sheldon were among the highest-rated, praised for their ability to weave faith naturally into character journeys and contemporary settings.
Dritan Nesho, CEO of HarrisX, emphasized that the research provides a “data-driven roadmap” for filmmakers and content creators. The index measured responses across three core pillars: entertainment value, authenticity of faith portrayal, and engagement impact. The findings suggest that audiences are less concerned with specific religious traditions and more focused on whether the story reflects universal human experiences such as hope, doubt, and transcendence. By avoiding oversimplification and embracing vulnerability, creators can tap into a market of approximately 180 million potential viewers who believe faith has a legitimate role to play in modern storytelling.
As the entertainment industry processes these findings, the focus is expected to shift toward execution. Experts suggest that the successful integration of faith into mainstream media requires a move away from the “niche” label, positioning spiritual themes as a central component of the human condition. With the support of nearly 80 percent of Gen Z and Millennials, the move toward faith-inclusive content appears to be a long-term cultural trend rather than a temporary shift, offering significant business and creative opportunities for Hollywood in the coming years.
