Study Shows Faith On Screen Can Win Over Audiences — Even The Non-Religious

Faith-based moments on television and film don’t have to alienate mainstream audiences. In fact, when done right, they can do the opposite, deepening emotional connection and drawing in viewers across generations, political lines, and belief systems, according to a sweeping new study.

The Faith & Media Initiative (FAMI) unveiled findings from its 2026 Faith & Entertainment Index, a first-of-its-kind research project conducted in partnership with research consultancy HarrisX that measures how audiences actually respond to portrayals of faith on screen. The study is based on more than 12,000 interviews with Americans reacting to more than 100 faith-related scenes from contemporary film and television, alongside an analysis of more than 38,000 related social media comments.

“This research examines how audiences actually experience faith on screen,” said Brooke Zaugg, Executive Director of FAMI. “The data is clear: audiences respond to portrayals that feel honest, emotionally grounded, and with humor done well. What they reject is content thats preachy or mocking. Getting faith right is a real business opportunity for Hollywood, and we look forward to sharing our findings at Sundance.”

The scale of that opportunity is significant. According to the study, 92% of entertainment consumers — representing approximately 180 million potential viewers — say that faith has a role to play in modern entertainment, while 77% believe faith portrayed in mainstream content can have broad appeal. Crucially, the research found that audiences are less focused on which specific faith tradition is depicted and more on whether the story reflects universal human experiences.

When respondents were asked to evaluate specific scenes, some of the strongest performers came from widely watched shows rather than explicitly faith-driven programming. The top three scenes overall were drawn from “The Pitt,” “Young Sheldon,” and “Nobody Wants This,” each engaging viewers through themes such as integrity, doubt, divine design, and belonging.

That openness to faith-rooted storytelling spans age groups. Gen Z respondents showed 79% agreement that faith themes can have broad appeal in mainstream content, compared with 83% of Millennials, 78% of Gen X, and 72% of Baby Boomers. The findings also crossed political divides, with 82% of Republicans, 75% of Democrats, and 73% of Independents expressing similar views.

Tone, however, proved decisive. The study found that scenes portraying faith with sincerity, emotional authenticity, and vulnerability — woven organically into character development and narrative — consistently resonated with audiences. By contrast, viewers disengaged when faith content felt preachy, inaccurate, forced, or played for irony.

One of the most unexpected findings emerged among viewers who identify as atheist or agnostic. That group showed the largest positive shift in attitudes after viewing mainstream scenes depicting faith, including a 15-point increase in finding such content “appealing” and a 13-point increase in finding it “relatable,” outpacing shifts seen in the overall population.

“This research builds on our 2024 Faith and Entertainment Study, which highlighted a clear need for more accurate and balanced portrayals of religion, faith, and spirituality in media,” said Dritan Nesho, CEO of HarrisX. “Now were giving filmmakers an evidence-based roadmap — grounded in real-world examples — for the kinds of faith portrayals that resonate and drive engagement on the screen. The study introduces a practical evaluation framework for the entertainment industry, and shows that authentic, relatable portrayals of faith can deepen connection with the audience.”

The earlier 2024 study identified a large, “underserved” audience that felt faith was frequently stereotyped in entertainment. This years research moves beyond identifying demand, instead focusing on execution — what actually works on screen and why.