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The Religious Products Market in the U.S.: Books, Music, Video and Accessories


Attention: There is an updated edition available for this report.

The $7.5 billion U.S. religious publishing market has experienced remarkable growth in recent years, as faith and spirituality have gained increasing importance in American life. Driving this growth are evangelical Christians, who have successfully established a powerful political presence and alternative media platform to compete with secular society, and who are now entering the mainstream of popular culture. Yet attributing growth solely to evangelicals would be a mistake. For buyers of Catholic, Jewish, Islamic, Hindu, Buddhist, and new age religious publications are also fueling the market. The Religious Products Market in the U.S.: Books, Music, Video and Accessories, a new study by Packaged Facts, explains why religion has become such a major sell and profiles companies that are profiting—Zondervan, Thomas Nelson, Tyndale House, Time Warner, and many others. It presents religious publishing market metrics in numerous tables and charts, analyzes factors in future growth, details marketing and product trends, discusses the retail situation, and thoroughly dissects consumer dynamics as related to the religious publishing and products markets, including books, music, video, software, jewelry and other gifts and accessories.

What You’ll Get in this Report
The Religious Products Market in the U.S: Books, Music, Video and Accessories. makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The Religious Products Market in the U.S. offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, retailers, and analyses of the products they market)
  • Retail and Internet Strategies
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the religious products market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for religious books, music, video and accessories, as well as projected sales and trends through 2010. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for religious products based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for religious books, movies, music and accessories.
  • Research and development professionals stay on top of competitor initiatives and explore demand for religious products.
  • Advertising agencies working with clients in the publishing, video and music industries understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Introduction
      • Scope Of Study
      • Study Methodology
      • Three Major Product Categories
      • Books
      • Inspirational Gifts/Merchandise
      • Audio/Video/Software
    • The Market
      • Market Size 2005
        • Table Estimated Retail Sales of the U.S. Religious Publishing and Products Market, By Category, 2002-2005 (billions of dollars)
      • RPP Market Share by Category
      • Retail Share
      • Regionality
    • Factors in Future Growth
      • The Aging Baby Boom
      • Christian Hispanics
      • The Rise of Evangelicals
      • Eroding the Retail Base?
      • RPP Market Projection: Positive Growth Forecast
        • Table Market Projections by Category: The U.S. Religious Publishing and Products Market, 2006-2010 (billions of dollars)
    • The Marketers
      • Major Mainstream Publishers
      • Major Specialty Publishers: Protestant Books/Bibles
      • Catholic Book/Bible Publishers
      • Children's Religious Book Publishers
      • Major New Age and Buddhist Publishers
      • Gifts/Merchandise: Top Marketers
      • Top Marketers: Music
      • Marketers: Video/Film
      • Top Marketers: Software
    • New Product Trends
      • Religious/Spiritual Books Flooding the Market
      • Hits: Fictional Fantasy and Christian Living Titles
      • Pop Culture Crossover
      • New Age Trends
      • Jewish Trends
      • Magazine Trends
      • IGM Trends
      • Software Trends
      • Videogame Trends
    • Retail Trends
      • Three Major Retail Distribution Channels
      • Expanding Sales Through Mass-Retail Channels
      • Christian Independent Retailers in Trouble
    • The Consumer
      • Number of Christians vs. Non-Christians
      • Age
      • Profiles: Baptists and Catholics
      • Evangelicals
      • Number of Believers
  • The Products
    • Overview
      • Scope of Study
      • Major Focus on Christian Products
      • Overview: Religion in America
        • Table Selected List of Religions in the United States
    • Christian Products: Historical Context
      • Late 19th Century to Post-WWII
      • Ferment in the 1960s
      • Evangelical Cross-Christian Appeals
    • Non-Christian Products: U.S. Perspectives
      • American Judaism
      • American Islam
      • Asian Religions
      • New Age and Earth-Centered Religions
      • Expanding Definition of "Religious"
    • Market Definitions
      • Three Major Product Categories
      • Books
      • Religious Books
      • Inspirational Gifts/Merchandise
        • Table Types of Christian Gifts/Merchandise
      • Audio/Video/Software
  • The Market
    • Market Size and Growth
      • Market Size 2005
        • Table Estimated Retail Sales of the U.S. Religious Publishing and Products Market: By Category, 2002-2005 (billions of dollars)
      • Books the Largest Category
      • IGM Category in Second Place
      • AVS Category Ranked Third
      • Reasons for RPP Growth
    • Market Composition
      • RPP Market Share by Category
      • Books Category: Share by Segment
      • IGM Category: Share by Segment
      • AVS Category: Music Share
      • Video/Film and Software Share
      • Retail Share
      • Regionality
      • Seasonality
    • Factors in Future Growth
      • Demographics: The Aging Baby Boom
      • Baby Boomers' Children
      • Christian Hispanics
      • Non-Western Religious Immigrants
      • Politics/Economics: Institutional Breakdown
      • The Rise of Evangelicals
      • Political Power and Cultural Clout
      • Beyond Evangelicals
      • Culture Wars: Politics
      • Culture Wars: Pop Culture
      • Alternative Trinity Focuses on Wellness/Balance
      • Beneath the Surface of Pop Culture: A Threatening Reality
      • Religion Exploits Science
      • Religion Exploits Marketing
      • Eroding the Retail Base?
    • Market Projections
      • Overall RPP Market: Good Growth Forecast
        • Table Market Projections by Category: The U.S. Religious Publishing and Products Market, 2006-2010 (billions of dollars)
      • Projection: Books
      • Projections: IGM and AVS
  • The Marketers
    • Overview
      • Number of Marketers
      • Size of Marketers
      • Specialists vs. Generalists
    • Marketers: Books
      • Major Mainstream Publishers
      • Major Specialty Publishers: Protestant Books/Bibles
      • Significant Minors
        • Table Selected Marketers/Divisions: Books/Bibles
      • Curricula/Textbook Publishers (Protestant)
        • Table Selected Marketers: Curricula/Textbooks (Protestant)
      • Catholic Book/Bible Publishers
        • Table Selected Marketers: Catholic Books and Bibles
      • Spanish-Language Religious Publishers
      • Children's Religious Book Publishers
      • Jewish Publishers
      • Islamic Publishers
      • New Age, Buddhist, and Spiritual Publishers
    • Marketers: Inspirational Gifts/Merchandise
      • Top Marketers by Segment
      • Some Notable Minors
      • Mainstream Majors
        • Table Selected List: Inspirational Gift/Merchandise Marketers
    • Marketers: AVS Products
      • Marketers: Music
      • Marketers: Audio Books
      • Marketers: Video/Film
        • Table Selected List: Religious Video/Film Marketers
      • Marketers: Software and Videogames
        • Table Selected List: Software and Videogame Marketers
    • The Competitive Situation: Overview
      • Bestsellers as Marketer Share Indicators
      • Bestsellers and Book Publishers
        • Table Titles/Authors on the Publishers Weekly Religious Books Bestseller Lists: By Publisher (December 2005 and January 2006)
      • Bestsellers and Music Companies
      • Bestsellers and Video Producers/Distributors
        • Table Christian Music Bestsellers by Music Company, February 2006
        • Table Christian Video/Film Bestsellers by Production Company, February 2006 Producer Video/Film Title Distributor
    • The Competitive Situation: Books
      • A Fluid, Hit-Driven Environment
      • Majors Zondervan and Thomas Nelson Not So Hit-Dependent
      • The Brand Franchising of Hits
      • Falling Back on External Fame
      • Cultivating Internal Talent
      • Mainstream Majors Encroach on Christian Market
      • So Far Only Marginal Consolidation
      • More Popular: Partnering and Collaborations
      • Religious Crossover into the Mainstream
      • Competing through Voluminous Output
      • Magazine Strategies
      • Specialty Niche Strategies
    • The Competitive Situation: Music
      • Overview: Consolidation and Shakeout at the Top
      • Three Majors Dominate, But Situation Fluid
      • Problems with the Album-Oriented Business Model
      • Christian Music Strengths
      • Grappling with Technological Change
      • WOW: A Successful Collaborative Approach
    • Competition: Inspirational Gifts/Merchandise
      • IGM Marketers under Pressure
      • Two Divergent Competitive Paths
      • Traditional Strategies
    • Competitive Profiles
      • Thomas Nelson
      • HarperCollins/Zondervan
      • Tyndale House Publishing
      • Bertelsmann/Random House
      • Time Warner/Successor Companies
      • EMI Christian Music Group
      • Brief Profiles: Book and Software Marketers
      • Brief Profiles: IGM Marketers
  • Marketing and Product Trends
    • New Product Trends: Books
      • Overview: Religious/Spiritual Books Flooding the Publishing Market
      • Fictional Fantasy Hit: Left Behind and Brand Franchising
      • Fictional Fantasy Hit: The Da Vinci Code, Backlash, and Spin-offs
      • Fictional Fantasy Hit: The Narnia Chronicles and the Bandwagon Effect
      • Christian Living and Inspiration Hits and Extensions
      • Pop Culture Crossover
      • Relationship Books a Major Trend
      • Spiritual Self-Help Books
      • Christian Fiction: Women-Oriented Romance
      • Children's Book Trends
      • Teen Trends: Fiction and Nonfiction
      • Hispanic Trends
      • Creating Pop Icons: Jesus, John Paul, and Billy Graham
      • Photo Books
      • Audio Book Accompaniments
      • Graphic Novels (Manga)
      • New Age Mystery History
      • Jewish Trends: Hot Kabbalah
      • Islamic Trends: Retro, Academic, and Critical
    • Bible Trends
      • New Bible Versions/Variations
      • Speedy Condensations
      • The Bible in Long Hand
      • Bible-Related Books
      • Biblical Geography and Archeology
      • Devotional Trends
      • Curricula/Textbook Trends
    • Magazine Trends
      • Makeovers/Image Updates: Guideposts and Christianity Today
      • Christian `Zines for Teens
      • Newsweeklies, Women's Magazines More Open to Religion
      • Health Magazines: From Fitness to Wellness
      • Martha Stewart Buys Body & Soul
    • Inspirational Gift/Merchandise Trends
      • Mainstreaming
      • Jewelry
      • Apparel
      • Bibles/Bible Covers
      • Upscaling
    • Music Trends
      • Music Industry in a Funk
      • Christian Music Thriving within Its Subculture
      • Billboard, Nielsen, and the CMTA
      • Stylistic Imitations
    • Film/Video Trends
      • Still a Niche Segment
      • Children's Video Biggest Sellers
      • Problems: "Left Behind" and Sony
      • Recent and Upcoming Videos
      • Controversy and "The Da Vinci Code" Movie
      • Evangelicals and Film-Critic Websites
      • Zondervan's NOOMA Films
    • Software Trends
      • Updated and Comprehensive Software
      • Add-On Modules
      • Wireless Bibles
      • Miscellaneous Software Trends
    • E-Book Trends
      • Popular E-Books: Dan Brown Rules
      • Downloadable Bibles
      • More Religious Titles
      • Scholarly Reticence on E-Books
      • Oxford Takes the Plunge
      • Textbooks and the Internet
    • Videogame Trends
      • Emerging Niche Counters Mainstream Games
        • Table Selected Videogame Developers and Titles
      • Examples of Game Plots
      • From Computer to Console Games
      • Real-Time Strategy Games
      • Focus: Digital Praise
    • TV Trends
      • Major Networks and Traditional Religious Reluctance
      • A Difficult Shift to Substance
      • The "Miniseries" Solution
      • Religious Reality Shows
      • Religious TV Stations
        • Table Selected List of U.S. Christian Television Networks, 2005
      • Digital Cable Trend
    • Publicity, Promotion, and Advertising
      • Overview
      • Viral Marketing
      • Three Examples: Passion of the Christ
      • Purpose-Driven Life
      • Polar Express
      • More Traditional Promo Strategies
      • Author Appearances
      • Advance Copies
      • Merchandise Tie-Ins
      • Non-Merchandise Tie-Ins
      • Direct Internet Promotion
      • Talent Contests
      • Advertising
      • Zondervan and Rolling Stone
      • Direct-Response Ads
      • Mormons Use TV Spots
    • Trends and Opportunities
      • Alternative-Christian Opportunities
      • Rifts in the Evangelical Community
      • Spanish Possibilities
      • AVS Poised to Rise
      • Barna's Revolution
      • Stores and Churches
  • Retail and Distribution
    • Retail Trends
      • Three Major Retail Distribution Channels
      • Retail Share by Channel
      • Specialty Store Sales Shares: Books vs. Other Products
      • Expanding Sales Through Mass-Retail Channels
      • A Typical Barnes & Noble Religious Book Section
      • Wal-Mart and the Christian Market
      • Christian Independent Retailers in Trouble
      • CBA Initiatives
      • Criticism of the CBA
      • Chain Stores Faring Better Than Independents
      • Franchising and Marketing Group Solutions
      • Christian Retailers Emphasize Their Strengths
      • Selling on The Web
      • Christian Distributors
      • Snapshot: Religious Stores in Portland, Oregon
    • Major Retail Chains and Marketing Groups
      • Family Christian Stores
      • LifeWay Christian Stores
      • Bible Factory Outlet
      • Mardel Christian & Educational Supply
      • Berean Christian Stores
      • Lemstone Christian Stores
      • Parable Group
      • Munce Marketing Group
    • Retail: Miscellaneous Topics
      • Focus: Narnia Displays and Merchandising
      • Focus: Videos at Christian Retail
      • Alternative Retail Venues
      • Trade Show Trends
  • The Consumer
    • Religious Preference: Overview
      • Note on Simmons Data
        • Table Largest U.S. Churches, 2005
      • Largest Number of American Christians: Catholics, Baptists
      • Numbers in Other Christian Denominations
        • Table U.S. Adult Christian Population by Denomination, 2005 vs. 1998
      • 2005 vs. 1998: Evangelicals Show Greatest Growth
      • Some Christian Denominations Show Declines
      • Number of Christians vs. Non-Christians
      • "No Religion" and "Other Religion" Populations on the Rise
        • Table U.S. Adult Non-Christian Population by Religion/Non-Religion, 2005 vs. 1998
    • Factors in Religious Adherence
      • Horizontal Analysis and Vertical Profiling
      • Horizontal Analysis: Age
      • Sex
      • Race
      • Region
      • Education
      • Income
      • Marital Status
      • Household Size
      • Vertical Profiles: Baptists and Catholics
      • Mainline Protestants
      • "Other Evangelicals"
      • Other and No Religions
        • Table Demographic Characteristics Favoring Christianity by Denomination (Catholic, Baptist, Methodist), 2005
        • Table Demographic Characteristics Favoring Christianity by Denomination (Lutheran, Christian Church, Pentecostal/Charismatic), 2005
        • Table Demographic Characteristics Favoring Christianity by Denomination (Other Protestant, Presbyterian, Other Evangelical Christian), 2005
        • Table Demographic Characteristics Favoring Christianity by Denomination (Church of Jesus Christ of Latter Day Saints, Episcopal, United Church of Christ), 2005
        • Table Demographic Characteristics Favoring Christianity by Denomination (Russian, Greek or Eastern Orthodox and Unitarian), 2005
        • Table Demographic Characteristics of Non-Christians by Religious Affiliation (Other Religion, No Religious Preference), 2005
        • Table Demographic Characteristics of Non-Christians by Religious Affiliation (Judaism, Islam), 2005
    • Religious Believers
      • Number of Believers
      • Number of Churchgoers, Religious Charity Contributors
      • Profiles: Believers, Churchgoers
      • Profile: Evangelical Supporters
      • Profiles: Members of Churches/Temples, Clubs, and Boards
      • Profile: Church Contributors
        • Table Demographic Characteristics Favoring Religious Belief, 2005
        • Table Demographic Characteristics Favoring Membership in Religious Organizations, 2005
    • Religious Consumers
      • Religious Book Purchasers
      • Christian Music Consumers: Liking vs. Buying Music
      • Downloading Music
      • Christian Rock
      • Gospel Music
      • Religious Music
      • Music Purchasing at Religious Stores
      • Religious Consumers and Direct Sales
        • Table Demographic Characteristics Favoring Positive Attitudes Toward Christian Music, 2005
        • Table Demographic Characteristics Favoring Purchasing of Religious Books and Music, 2005
        • Table Demographic Characteristics Favoring Religious Purchasing by Retail Outlet, 2005
    • Consumers and Religious Media
      • Christian Radio
      • Religious TV
        • Table Demographic Characteristics Favoring Religious Media: Radio, 2005
        • Table Demographic Characteristics Favoring Religious Media: Television, 2005
    • Miscellaneous Consumer Studies
      • Groundbreaking Religious Book Purchasing Study
      • Alternative Worship Study
  • Addresses of Selected Marketers

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