Faith &
entertainment.
A global audience.
An untold opportunity.
Worldwide attitudes and perceptions regarding religion and faith in entertainment.
The global study
Faith is part of the story.
Is entertainment telling it?
- People surveyed
- 9,945
- Countries
- 11
- Languages
- 9
The Global Faith and Entertainment Study is a first-of-its-kind global study, conducted by HarrisX in collaboration with the Faith & Media Initiative.
The study seeks to understand consumers’ and decisionmakers’ perspectives on how current entertainment media treats themes of faith, religion and spirituality in its narratives and characters, if there is a market for more accurate and diverse representation of faith, and what opportunities exist for improving these portrayals.
HarrisX surveyed nearly 10,000 entertainment consumers across 11 countries as well as 30 in-depth interviews with entertainment industry leaders.
Consumers say they learn about other religions through entertainment and see the potential for faith-inclusive content to create understanding and dialogue in society. Yet, respondents share that when they see their religion or faith - and others - included in mainstream entertainment, they feel it’s often sensationalized or that the portrayal leans on stereotypes.
Similarly, entertainment industry professionals also highlighted an opportunity to reach and connect with an underserved audience. They noted that producing this content not only represents a good business opportunity, but also provides the opportunity to demystify what consumers know about other faiths and create understanding between people of different belief systems.
Explore the methodologyThe opportunity, in focus
Audiences are asking
for a fuller picture.
80%Want entertainment to portray faith more accurately.Global Faith & Entertainment Study · HarrisX · 2024
Behind the research
Hear the bigger story.
Watch the study’s introduction, then explore the findings in detail.
01 · The voice of entertainment consumers
Searching for positive
spiritual content.
01 / 09 · The audience
A spiritual world
73%
Identify as spiritual, religious, or a person of faith
73% of global respondents identify as religious, spiritual, or a person of faith.
New perspectives. We’ve updated our analytical lens from last year to focus on how much of the population identifies as non-secular, rather than how faithful each respondent is.
Categories created based on how many in each country identified as spiritual, religious, or a person of faith
- Spiritual, religious, or a person of faith
Country groups reflect the share identifying as spiritual, religious, or a person of faith. See group definitions.
View data table
| Country group / audience | Spiritual, religious, or a person of faith |
|---|---|
| Nigeria | 96% |
| Brazil | 95% |
| India | 94% |
| Turkey | 90% |
| U.S. | 77% |
| Mexico | 75% |
| Italy | 72% |
| Canada | 68% |
| U.K. | 51% |
| Germany | 46% |
| Japan | 28% |
Source & survey question
Global Faith & Entertainment Study · HarrisX. Global online survey of 9,945 adults in 11 countries. July 26 – August 22, 2023.
D4. Do you identify as any of the following?
02 / 09 · The audience
Heavy consumption
53%
Watch TV or movies every day or almost every day
Over 50% watch TV or movies every day or almost every day
Watch TV or movies every day or almost everday
- Watch TV or movies every day or almost every day
View data table
| Country group / audience | Watch TV or movies every day or almost every day |
|---|---|
| Japan | 69% |
| Canada | 61% |
| U.S. | 61% |
| Italy | 61% |
| Mexico | 55% |
| U.K. | 54% |
| Global | 53% |
| Nigeria | 47% |
| India | 47% |
| Germany | 45% |
| Turkey | 43% |
| Brazil | 37% |
Source & survey question
Global Faith & Entertainment Study · HarrisX. Global online survey of 9,945 adults in 11 countries. July 26 – August 22, 2023.
QE3: How often would you say you watch TV shows or movies?
03 / 09 · The representation gap
Religious stereotypes
63%
Say entertainment perpetuates religious stereotypes
Globally, 63% said that entertainment perpetuates religious stereotypes.
Entertainment perpetuating stereotypes versus accurately portraying religion
- Perpetuate stereotypes
- Accurately portray
Country groups reflect the share identifying as spiritual, religious, or a person of faith. See group definitions.
View data table
| Country group / audience | Perpetuate stereotypes | Accurately portray |
|---|---|---|
| High | 56% | 44% |
| Medium | 68% | 32% |
| Low | 65% | 35% |
| Canada | 71% | 29% |
| U.S. | 69% | 31% |
| Japan | 67% | 33% |
| Mexico | 67% | 33% |
| Turkey | 67% | 33% |
| U.K. | 66% | 34% |
| Italy | 63% | 37% |
| Global | 63% | 37% |
| Brazil | 61% | 39% |
| Germany | 60% | 40% |
| Nigeria | 51% | 49% |
| India | 48% | 52% |
Source & survey question
Global Faith & Entertainment Study · HarrisX. Global online survey of 9,945 adults in 11 countries. July 26 – August 22, 2023.
QAccB2: Which of the following statements comes closest to your view?
04 / 09 · The representation gap
One-note storylines
More people of each religion say current portrayals follow the same storyline over and over.
Religious portrayals: follow same storyline or diversity of stories
- Same Storyline
- Diverse Perspective
View data table
| Country group / audience | Same Storyline | Diverse Perspective |
|---|---|---|
| Christianity · Christians | 53% | 47% |
| Christianity · Entertainment consumers | 56% | 44% |
| Hinduism · Hindus | 61% | 39% |
| Hinduism · Entertainment consumers | 54% | 46% |
| Buddhism · Buddhists | 63% | 37% |
| Buddhism · Entertainment consumers | 55% | 45% |
| Judaism · Jews | 53% | 47% |
| Judaism · Entertainment consumers | 54% | 46% |
| Islam · Muslims | 59% | 41% |
| Islam · Entertainment consumers | 56% | 44% |
| Atheism · Atheists / Agnostics / None | 52% | 48% |
| Atheism · Entertainment consumers | 51% | 49% |
Source & survey question
Global Faith & Entertainment Study · HarrisX. Global online survey of 9,945 adults in 11 countries. July 26 – August 22, 2023.
QI5br: Would you say current portrayals of each of the following religions in entertainment follow the same storyline or perspective or is there diversity in the stories told about this religion?
05 / 09 · The opportunity
Accuracy is crucial
80%
Want more accurate portrayals of faith
80% say it is important that the entertainment industry improves their portrayals of faith to make them more accurate.
Importance that entertainment industry makes portrayals of faith more accurate (top and bottom 2 Box)
- Important
- Not important
Country groups reflect the share identifying as spiritual, religious, or a person of faith. See group definitions.
View data table
| Country group / audience | Important | Not important |
|---|---|---|
| High | 89% | 11% |
| Medium | 80% | 20% |
| Low | 67% | 33% |
| Brazil | 94% | 6% |
| Nigeria | 93% | 7% |
| India | 91% | 9% |
| Mexico | 82% | 18% |
| U.S. | 82% | 18% |
| Global | 80% | 20% |
| Turkey | 79% | 21% |
| Canada | 77% | 23% |
| Italy | 76% | 24% |
| U.K. | 74% | 26% |
| Japan | 66% | 34% |
| Germany | 59% | 41% |
Source & survey question
Global Faith & Entertainment Study · HarrisX. Global online survey of 9,945 adults in 11 countries. July 26 – August 22, 2023.
QNEED: How important or unimportant is it that the entertainment industry improves their portrayals of faith to make them more accurate?
06 / 09 · The opportunity
Consumers want diversity
68%
Want more diverse perspectives
68% of global viewers want more diverse perspectives about various faiths.
Importance of diverse religious perspective coverage in TV and movies (top and bottom 2 Box)
- Important
- Not important
Country groups reflect the share identifying as spiritual, religious, or a person of faith. See group definitions.
View data table
| Country group / audience | Important | Not important |
|---|---|---|
| High | 82% | 18% |
| Medium | 67% | 33% |
| Low | 49% | 51% |
| Brazil | 91% | 9% |
| Italy | 84% | 16% |
| Nigeria | 83% | 17% |
| India | 79% | 21% |
| Turkey | 69% | 31% |
| Global | 68% | 32% |
| Mexico | 67% | 33% |
| U.S. | 66% | 34% |
| U.K. | 62% | 38% |
| Canada | 59% | 41% |
| Germany | 49% | 51% |
| Japan | 33% | 67% |
Source & survey question
Global Faith & Entertainment Study · HarrisX. Global online survey of 9,945 adults in 11 countries. July 26 – August 22, 2023.
QAccD: How important or unimportant is it to you that television and movies cover diverse perspectives on different religions?
07 / 09 · The opportunity
Insight & understanding
59%
Have learned about another religion
59% globally, reported that entertainment taught them something they didn’t know about other religions.
Learned something they didn’t know about another religion after seeing it in a movie/show
- Learned something
- Neither agree nor disagree
- Didn't learn anything
Country groups reflect the share identifying as spiritual, religious, or a person of faith. See group definitions.
Published global percentages total 99% because of rounding.
View data table
| Country group / audience | Learned something | Neither agree nor disagree | Didn't learn anything |
|---|---|---|---|
| High | 73% | 16% | 11% |
| Medium | 56% | 24% | 20% |
| Low | 46% | 27% | 27% |
| Nigeria | 83% | 8% | 9% |
| India | 75% | 18% | 7% |
| Brazil | 71% | 16% | 13% |
| Mexico | 64% | 21% | 15% |
| Turkey | 60% | 24% | 16% |
| Global | 59% | 22% | 18% |
| U.S. | 55% | 24% | 21% |
| Canada | 54% | 26% | 20% |
| Italy | 51% | 27% | 22% |
| U.K. | 49% | 26% | 25% |
| Japan | 44% | 30% | 26% |
| Germany | 44% | 27% | 29% |
Source & survey question
Global Faith & Entertainment Study · HarrisX. Global online survey of 9,945 adults in 11 countries. July 26 – August 22, 2023.
QI10r1: I have learned something I didn't know before about another religion after seeing it in a movie/show - Please let us know if you agree or disagree with each of the following statements about faith in entertainment media.
08 / 09 · The opportunity
Opportunity for understanding
42%
Say accurate portrayals promote understanding
The top reasons people care about representation are to create understanding between people of different beliefs, dispel stereotypes and prejudices, and improve their ability to freely practice and express their beliefs. Respondents in all countries agree that accurate portrayal of religion is crucial to foster global understanding.
Views about impact of representations of faith/religion in movies and TV
- It is crucial to portray faith/religion accurately to promote understanding and respect for diverse beliefs concerning faith/religion.
- Accurate portrayals of faith/religion in movies and TV are important, but ultimately do not impact how people view faith/interact with others with different beliefs.
- Writers, producers, and directors should have artistic freedom to portray faith/religion as they see fit, even if it includes negative perspectives on a faith/religion.
- I don't have a strong opinion
Country groups reflect the share identifying as spiritual, religious, or a person of faith. See group definitions.
View data table
| Country group / audience | It is crucial to portray faith/religion accurately to promote understanding and respect for diverse beliefs concerning faith/religion. | Accurate portrayals of faith/religion in movies and TV are important, but ultimately do not impact how people view faith/interact with others with different beliefs. | Writers, producers, and directors should have artistic freedom to portray faith/religion as they see fit, even if it includes negative perspectives on a faith/religion. | I don't have a strong opinion |
|---|---|---|---|---|
| Global | 42% | 25% | 16% | 17% |
| High | 53% | 24% | 15% | 8% |
| Medium | 40% | 24% | 18% | 18% |
| Low | 30% | 27% | 15% | 28% |
Source & survey question
Global Faith & Entertainment Study · HarrisX. Global online survey of 9,945 adults in 11 countries. July 26 – August 22, 2023.
QI12: Which of the following statements best represents your own point of view about representations of faith/religion in movies and TV?
09 / 09 · The opportunity
Positive themes
Faith & Religion: most present → most desired rank
Viewers desire more positive themes – friendship, nature, family, inspiration, and faith. And they want fewer negative themes – power, war, and conflict.
Most present and most desired themes in TV/movies
Rank now → rank wanted. Select a view to see the priorities change.
- Family#1 → #3
- Friendship#2 → #1
- Conflict#3 → #16
- Power#4 → #13
- Nature#5 → #2
- The supernatural#6 → #9
- War#7 → #14
- Inspiration#8 → #4
- Tradition#9 → #8
- Morality#10 → #7
- Politics#11 → #12
- Environment#12 → #5
- Faith & Religion#13 → #6
- Work#14 → #17
- Spirituality#15 → #10
- The afterlife#16 → #11
- Redemption#17 → #15
- Ritual#18 → #18
View ranking table
| Theme | Most present rank | Most desired rank |
|---|---|---|
| Family | 1 | 3 |
| Friendship | 2 | 1 |
| Conflict | 3 | 16 |
| Power | 4 | 13 |
| Nature | 5 | 2 |
| The supernatural | 6 | 9 |
| War | 7 | 14 |
| Inspiration | 8 | 4 |
| Tradition | 9 | 8 |
| Morality | 10 | 7 |
| Politics | 11 | 12 |
| Environment | 12 | 5 |
| Faith & Religion | 13 | 6 |
| Work | 14 | 17 |
| Spirituality | 15 | 10 |
| The afterlife | 16 | 11 |
| Redemption | 17 | 15 |
| Ritual | 18 | 18 |
Source & survey question
Global Faith & Entertainment Study · HarrisX. Global online survey of 9,945 adults in 11 countries. July 26 – August 22, 2023.
QE10. From the list below, please select which themes are most often present in the TV/movies you watch? QE11. Which themes do you not see enough of in the TV/movies you watch that you want to see more of?
02 · The media point-of-view
The people
behind the stories.
In-depth interviews with leading directors, producers, writers, actors, studio executives surfaced some important trends and insights about faith’s place in the entertainment landscape.
01Sidelined out of fear
Religion is seen as a controversial, niche topic with a finite audience, so it’s often sidelined out of fear of offending and fear of financial failure.
“Everyone is afraid of offending, so you end up getting systems that homogenize everything out of fear.”
“Statistically [religion] is probably underrepresented…if you make a pure statistical analysis to see how much gender, sexual orientation represented. Hollywood is cautious, and they do a pretty good job. In terms of religion, I think is not very much a topic they think of because unconsciously… they prefer to avoid potentially controversial topics.”
02One-note narratives
Hollywood often represents its decision makers, and often relies on sticky stereotypes as narrative devices. Content, therefore, often gives a one-dimensional view of faith and religion. This sentiment was echoed by entertainment consumers who said current portrayals follow the same story line over and over.
“I think that people want to impress a very, very, very unique culture in L.A. And oftentimes, that's at odds with really entertaining Middle America. ”
03Understanding
Decision makers see the power entertainment has to create understanding.
“We don’t want to create stories that are going to separate us more. We need to tell stories that bring us together.”
04Unrealized potential
Hollywood, as an industry, does not recognize the untapped market for spiritual content.
“I think it creates a large audience that feels under seen, and under celebrated, which I think on the one hand is a business opportunity. But I also think it’s a moral obligation to represent society.”
“There’s going to be a market for films that are uplifting and show the values of all the faiths…I think there’s a lot of people like me, that want to see films that show love and kindness and mercy and compassion.”
05Spiritual representation
Despite fear in the industry, many creators acknowledge that audiences crave positivity, spirituality, and stories that bind, not separate. They’re interested in telling more stories about different people, cultures, and beliefs.
“I think there's going to be a market for films that are uplifting and show the values of all the faiths…”
“There’s this middle space of values, and things that we all celebrate. And I think that there’s an incredible hunger for that type of content right now.”
03 · A way forward
More authentic stories.
More common ground.
There is an opportunity for the entertainment industry to attract a large global audience by creating content that has thought provoking, diverse, and accurate portrayals of characters’ faith and spirituality.
Both from the consumer point of view and within the entertainment industry itself, there is a desire to tell stores that reflect and reveal a range of lived faith experiences and values. Not only do these opportunities signify a means to improve the bottom line, but audiences also believe that improving representation of faith and religion has the potential to bring society closer together.
Proven financial success will be a key factor that helps bring about change within the industry.
Explore Faith & Media ConnectThe foundation
How the study
was conducted.
Published 2024
Survey fieldwork: July 26 – August 22, 2023
Online survey with global entertainment consumers
9,945 professionally recruited adults who report consumption of entertainment media.
9 languages: English, Portuguese, Turkish, Hindi, Spanish, Italian, French, German, and Japanese.
Online study only reaches populations with internet access. Limitations are pronounced in some markets, including India and Nigeria.
Country breakdown
| Country | Respondents |
|---|---|
| US | 1277 |
| Canada | 811 |
| Mexico | 809 |
| Brazil | 811 |
| Italy | 808 |
| Germany | 801 |
| UK | 1000 |
| Turkey | 806 |
| India | 1205 |
| Japan | 805 |
| Nigeria | 812 |
Religion breakdown
| Religion | Respondents |
|---|---|
| Christian | 4827 |
| Muslim | 1360 |
| Hindu | 992 |
| Buddhist | 305 |
| Jewish | 116 |
| Other | 360 |
| Atheist | 314 |
| Agnostic | 192 |
| None | 1479 |
Age breakdown
| Age | Share |
|---|---|
| 18–24 | 13% |
| 25–34 | 20% |
| 35–44 | 19% |
| 45–54 | 17% |
| 55–64 | 13% |
| 65+ | 18% |
Gender breakdown
| Gender | Share |
|---|---|
| Male | 50% |
| Female | 50% |
Country group definitions
Groups reflect how many respondents in each country identify as spiritual, religious, or a person of faith.
- High · n=3,634 Nigeria (96%), Brazil (95%), India (94%), Turkey (90%)
- Medium · n=3,705 U.S. (77%), Mexico (75%), Italy (72%), Canada (68%)
- Low · n=2,606 U.K. (51%), Germany (46%), Japan (28%)
New perspectives. We’ve updated our analytical lens from last year to focus on how much of the population identifies as non-secular, rather than how faithful each respondent is.
Entertainment industry interviews
30+ in-depth interviews across 7+ countries. Roles represented: directors, producers, writers, actors and studio executives.
Industry professionals have worked in the US, Spain, Italy, Canada, Mexico, Honduras, and Nigeria.
The source study describes in-depth interviews as ongoing at publication.
From research to conversation
The study makes its debut.
The Global Faith & Entertainment Study debuts at Variety’s Spirituality & Faith in Entertainment Breakfast.
Scroll or swipe to explore all five photos.
Keep the conversation going
The complete picture.
Yours to explore.
Download the complete report, including social media assets.
Individual data sheets
Social media assets
A spiritual worldDownload PNG 
Authenticity mattersDownload PNG 
Beyond stereotypesDownload PNG 
Better stories. Broader understanding.Download PNG In partnership with HarrisX. Original study
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