A new study found that young Christians are seeking out faith-forward media in greater numbers.
“We now have this younger, digitally and content literate audience who are driving appetite for this type of content,” Jasmina Saleh, the director of Thought Leadership at the National Research Group, said about the study’s findings. “In search of, not just hope, but also wanting to feel vindicated about their experience in the world.”
The NRG’s report found that “63% of Gen Z respondents and 67% of Millennial respondents watch faith-based movies or TV at least once a month. Meanwhile, 53% of Gen X and 46% of Baby Boomers watch faith-based movies or TV in that same time frame.”
The study also found that younger viewers are looking for stories that include moral frameworks, universal themes and that follow ordinary people facing everyday situations.
“What they want to see is themselves in this content. They want reflections of what it means to be a modern Christian in the modern world today,” Saleh said.
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It’s not just movies and TV; the NRG found that Millennials and Gen Zers are also looking for faith-based podcasts and social media content.
There has also been a growing popularity in Christian music. In a 2025 interview with NPR, Holly Zabka, president of Provident — a Sony subsidiary dedicated to Christian music — discussed the many Christian songs that have broken through to mainstream audiences.
“This is the most exciting time to be in Christian music,” she said. “I don’t think we’ve ever been in this season of opportunity.”
Bible sales have also been high.
In 2025, Bible sales in the US soared 12% over the previous year, a 21-year high, according to Crosswalk Headlines.
A report from SPCK Group at the beginning of this year stated, “The total sales of UK Bible sales reached £6.3 million, more than doubling in value since 2019. The overall number of physical copies sold has risen by 106 per cent since before the pandemic; the highest rise since records began.”
A statement from the NRG about the study declared, “Younger generations are redefining what faith means in their lives. Gen Z and Millennial Christians, in particular, are leading this change, expressing a strong appetite for content that reflects their values, addresses their modern struggles, and engages with their preferred platforms and formats.”
From movies and TV to music and books, it’s clear Gen Z is looking for faith in their media.
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