Why 78% of Americans Say Faith Should Be Front and Center on Your Screen—Are You Missing Out?

A recent nationwide survey reveals a significant shift in American attitudes toward faith in entertainment, challenging the longstanding belief in Hollywood that religious themes are too risky for mainstream audiences. According to the 2026 Faith & Entertainment Index, conducted by market research firm HarrisX in partnership with the Faith & Media Initiative, an overwhelming 92% of entertainment consumers expressed openness to seeing faith represented on screen. Moreover, 77% believe that faith can appeal broadly in today's media landscape.

“I knew it would be a big number, but that really is almost like 100 percent,” said Brooke Zaugg, executive director of the Faith & Media Initiative. She emphasized that while religion can feel daunting to discuss, it’s essential not to underestimate its potential in storytelling. Zaugg stated, “Religion can feel scary to talk about — like politics — so it creates the illusion that it’s a small group. That makes it easy for filmmakers to oversimplify it or not give it much thought, instead of recognizing how valuable faith storytelling can be when it’s done well.”

The study's findings indicate that support for faith themes transcends generational and political boundaries. Among various age groups, 79% of Gen Z, 83% of millennials, 78% of Gen X, and 72% of baby boomers reported being receptive to faith-based content. Politically, 82% of Republicans, 75% of Democrats, and 73% of independents also showed similar support.

Utilizing a unique three-pillar evaluation system, the survey assessed the impact of over 100 scenes from both television and film based on entertainment value, authenticity of faith portrayal, and engagement potential. Notably, among non-religious viewers, 53% found shows exploring faith and spirituality more appealing before watching, a figure that increased to 58% post-viewing. Similarly, relatability ratings among this demographic rose from 53% to 61% after viewing faith-related scenes.

Participants viewed scenes from various genres, including popular series such as “The Pitt” and “Young Sheldon,” and films like “Hacksaw Ridge.” High-scoring scenes often depicted characters authentically grappling with their beliefs in relatable, emotionally grounded contexts. For instance, a clip from “The Pitt,” which explored Jewish identity, resonated deeply with viewers from different faith backgrounds.

This research aligns with earlier findings from Movieguide, which indicated that films featuring strong Christian, biblical, moral, or redemptive themes dominated the box office in 2024. In fact, 80% of the top 10 domestic box office films that year contained strong or very strong faith and moral content. Notably, only one of these titles was rated R, while half were rated PG, and 40% received a PG-13 rating. Additionally, the organization reported that 70% of these films earned acceptable viewership ratings, with all receiving three or four stars for overall quality.

Kelly Merryman Hoogstraten, CEO of Wonder Project, highlighted a “generational hunger” for stories that families can enjoy together while still addressing real-life challenges. She cited classic shows such as “Family Ties,” “Friday Night Lights,” and “Gilmore Girls” as examples of narratives filled with hope that also acknowledge struggle and transformation.

As Hollywood grapples with the evolving landscape of audience preferences, the substantial support for faith themes among Americans signals a potential turning point. With 92% of viewers open to spiritual narratives, filmmakers may find it beneficial to explore these themes more deeply, reflecting a broader societal demand for content that resonates with diverse beliefs and values. This shift not only reflects changing audience expectations but also challenges industry norms, inviting more inclusive storytelling that acknowledges faith's role in contemporary life.