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Massive Global Entertainment Study Shows Audiences Yearning For More Accurate and Diverse Portrayals of Faith in TV and Movies, Reveals Untapped Opportunities for Studios
LOS ANGELES , Feb. 13, 2024 /PRNewswire/ -- A first-of-its-kind global study of entertainment consumers conducted by HarrisX in partnership with the non-profit, the Faith and Media Initiative, found an overwhelming majority of global audiences believe the entertainment industry needs to actively improve their portrayals of faith and religion, as well as make them more accurate.
The Global Faith and Entertainment Study surveyed nearly 10,000 entertainment consumers across 11 countries. 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.
The major findings of the study uncover a set of addressable problems and opportunities:
As part of the survey, consumers identified three potential ways for the entertainment industry to generate change:
In addition to the online survey of consumers done in summer 2023, HarrisX also conducted 30 in-depth, off-the-record interviews with decision makers in the entertainment industry, including directors, producers, studio and platform executives, actors and writers spanning 7 countries (U.S., Spain , Italy , Canada , Mexico , Honduras and Nigeria ).
Industry insiders shared that entertainment with faith storylines are often seen as a niche topic or potentially controversial within the entertainment industry. As such, despite the market potential, it is often sidelined in favor of other types of content. Those interviewed acknowledged there is an untapped market for films that have thought-provoking, diverse, and accurate portrayals of characters' faith and spirituality.
said, "We know the crucial role media plays in shaping perceptions and fostering understanding. The findings of the Global Faith and Entertainment Study underscore an important responsibility we have in Hollywood – to authentically portray faith and spirituality in our productions. Doing so represents an opportunity to bridge cultural divides, challenge stereotypes, and tell stories that reflect the diverse spiritual experiences of our global audience. It's not just about representation; it's about making a positive impact on society through the stories we choose to tell."
"This research shows there is an untapped market in entertainment media," said "Across the globe, consumers are looking for more accurate portrayals of faith and spirituality. This isn't about creating faith content, rather adding faith fluency and diverse storylines to all types of TV and movies. We urge the entertainment industry to take notice of this enormous global audience; it's not just good business but also a priceless opportunity to unify people when the world feels increasingly divided."
"Good storytelling in TV and movies has historically educated, inspired and led to positive change in business and society," said . "The data shows clearly that addressing the concerns of audiences around the world about the lack of range, diversity, representation, depth, and accuracy when it comes to portrayals of viewers own religion, faith and spirituality – and that of other faiths they interact with – is both good business and leads to positive impact. Today entertainment is increasingly on demand and democratized therefore the needs of these massive swaths of consumers should not be ignored."
The full findings of this wide-reaching survey can be found here .
The Faith & Media Initiative is a nonprofit dedicated to ensuring more accurate, balanced representation of all faiths in entertainment and news by providing resources and connections to a global, diverse network of media members, content creators, faith leaders, and community members.
HarrisX is a leading global research consultancy that conducts major market research, public policy polling and social science studies in more than 40 countries around the world. It is part of Stagwell Global and the sister company of the Harris Poll, which has conducted public release polling internationally since 1963.
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