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The Religious Publishing and Products Market in the U.S.: Books, Music, Video and Accessories, 6th Edition

With few recent blockbuster hits to fuel exciting growth, the $6 billion U.S. religious publishing and products (RPP) market has calmed down somewhat from the glory days of the Da Vinci Code, Left Behind, and The Passion of the Christ. Nevertheless, the RPP market continues to grow, driven above all by the elevation of religion from the margins into the mainstream of popular culture. Now that the long-sought goal of mainstream status has been achieved, however, a complex dynamic has developed. No longer do evangelical Christians dominate the debate. On the more level playing field of pop culture, they confront formidable global competitors in the form of rival fundamentalisms, mainstream faiths, obscure beliefs, secular creeds, and atheism.

This study by Packaged Facts comprehensively examines the new RPP market competitive landscape. Profiled are major marketers, distributors, and retailers in all three RPP categories—books/print, gifts/merchandise, and audio/visual/software. Factors in future market growth are analyzed, and marketing and product trends are detailed. Also provided are current market size and growth estimates (2004-2008) and five-year projections (2009-2013). Completing this enlightening study is a thorough discussion of religious consumer characteristics.

Sources and Methodology

This study is based on a vast collection of information compiled from trade associations, polls/surveys, books, journals, newspapers, the Internet, in-store inspections, and nearly a decade’s worth of historical research by Packaged Facts.

What You’ll Get in this Report

Religious Publishing and 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 Religious Publishing and 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 2013. 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
    • Scope of the Study
      • Books
      • Audio/Video/Software
      • Inspirational Gifts/Merchandise
      • Sources and Methodology
      • Market Size 2008
        • Table Estimated Retail Sales of the U.S. Religious Publishing and Products Market: By Category, 2004-2008 (billions of dollars)
      • RPP Market Share by Category
      • RPP Market Retail Share
      • Regionality
      • Seasonality
      • Market Projections
        • Table Projected Retail Sales of the U.S. Religious Publishing and Products Market: By Category, 2009-2013 (billions of dollars)
      • Marketers: Books
      • Protestant Book Publishers
      • Jewish Publishers
      • Islamic Publishers
      • Mind/Body/Spirit Publishers
      • Marketers: Music
      • Marketers: Video
      • Marketers: Software
      • Marketers: Inspirational Gifts/Merchandise
      • At the Retail Level
      • Christian Chain Stores
      • Grouping Strategies
      • U.S. Adults by Religious Denomination
      • "No Religion" and "Other Religion" Populations on the Rise
  • Market Overview
    • INTRODUCTION
      • Scope Of Study
      • Primary Emphasis on Christian Products
      • U.S. Religious Demographics
        • 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 AMERICAN RELIGIONS/PRODUCTS
      • American Judaism
      • American Islam
      • Asian Religions
      • Mind/Body/Spirit (MBS) Religions
    • MARKET CLASSIFICATIONS
      • Three Major Product Categories
      • Books
      • Inspirational Gifts/Merchandise
        • Table Types of Christian Gifts/Merchandise
      • Audio/Video/Software
  • The Market
    • MARKET SIZE AND GROWTH
      • Estimation Difficulties
      • Revised "Guesstimates"
      • Market Size 2008
        • Table Estimated Retail Sales of the U.S. Religious Publishing and Products Market: By Category, 2004-2008 (billions of dollars)
      • Reasons for Slowdown
      • Books the Top Category
      • AVS Ranked Second
      • IGM in Third Place
    • MARKET COMPOSITION
      • RPP Market Share by Category
      • Books Category: Share by Segment
      • IGM Category: Share by Segment
      • AVS Category: Music Share
      • Audio Book Share
      • Video/Film and Software Share
      • RPP Market Retail Share
      • Regionality
      • Seasonality
    • FACTORS IN FUTURE GROWTH
      • U.S. Religious Direction
      • Aging Boomers and Their Children
      • Immigration
      • Economic and Ecological Factors
      • Political Factors
      • Culture and Education
      • Reading Down, Visuals Up
      • Anti-Institutional Trends
      • Evangelical Rivals
      • War and Apocalypse
      • Market Factors
    • MARKET PROJECTIONS
      • Overall Market Growth
      • Growth by Category
        • Table Projected Retail Sales of the U.S. Religious Publishing and Products Market: By Category, 2009-2013 (billions of dollars)
  • The Marketers
    • OVERVIEW
      • Number of Marketers
      • Size and Types of Marketers: By Category
      • Specialists vs. Generalists
    • MARKETERS: BOOKS
      • Leading Generalist Publishers
        • Table List of Major Publishers in Religion: Divisions, Imprints, and Sub-Imprints (2008)
      • Other Generalist Publishers
        • Table Selected List: Generalist Publishers with Religious Book Entries: 2007/2008
      • Protestant Book Publishers
        • Table Selected Protestant Specialist Book Publishers/Imprints, 2008
      • Protestant Curricula/Textbook Publishers
        • Table Selected Publishers: Protestant Curricula/Textbooks (2008)
      • Catholic Book Publishers
        • Table Selected List of Publishers: Catholic Books (2008)
      • Spanish-Language Religious Publishers
      • Children's Religious Book Publishers
      • Jewish Publishers
      • Islamic Publishers
      • Mind/Body/Spirit Publishers
      • University Presses
        • Table Selected List of University Publishers with Religious Titles (2007/2008)
      • Note on Magazines
    • MARKETERS: AVS PRODUCTS
      • Marketers: Music
      • Marketers: Audio Books
      • Marketers: Video
        • Table Selected List of Video/Film Producers: All or Some Christian Content (2008)
      • Marketers: Children's Videos
      • Marketers: Software and Videogames
        • Table Selected List: Christian Software and Videogame Marketers (2008)
    • MARKETERS: INSPIRATIONAL GIFTS/MERCHANDISE
      • Top Marketers by Segment
        • Table Selected List of Inspirational Gift/Merchandise Marketers (2008)
    • MARKETER SHARE: BESTSELLERS
      • Bestsellers: Books
        • Table Top 10 Titles on Publishers Weekly Hardcover Lists: by Major Publisher (12/07-4/08)
        • Table Top 10 Titles on Publishers Weekly Hardcover Lists: by Specialist Publishers (12/07-4/08)
        • Table Number of Top 10 Titles on Publishers Weekly Hardcover Lists: by Publisher (12/07-4/08)
        • Table Number of Top 10 Titles in Christian Bookstores: By Publisher (Hardcover and Paperback), March 2008
      • Bestsellers: Music
      • Bestsellers: Audio Books
      • Bestsellers: Video
        • Table Top-Selling Video Titles in CBA Stores: By Producer (June 2008)
    • THE COMPETITIVE SITUATION: BOOKS
      • Hits and the New Competitive Milieu
      • Thomas Nelson and Zondervan
      • 2006: Watershed Year
      • Eliminating Imprints
      • Mainstreaming
      • Majors Still Have a Ways to Go
      • Traditional Competitive Strategies
    • THE COMPETITIVE SITUATION: MUSIC
      • Top Three in Trouble
      • Ironies
      • Uncertainties
      • One Huge Hit: "Inspired By…"
    • THE COMPETITIVE SITUATION: GIFTS/MERCHANDISE
      • No Shakeout for Small IGM Marketers
      • E-Commerce and Competition
      • Accommodating the Mainstream
      • The IGM Majors' Approach
    • COMPETITIVE PROFILES: MAJOR BOOK PUBLISHERS
      • Thomas Nelson, Inc.
      • HarperCollins/Zondervan
        • Table Zondervan's Strategic Alliances
      • Bertelsmann/Random House
      • Simon & Schuster
      • Lagardère/Hachette
      • Tyndale House Publishing
      • Brief Profiles: Specialist Book Publishers
    • COMPETITIVE PROFILES: MUSIC COMPANIES
      • Sony-BMG/Provident
      • Warner Music Group
      • EMI Christian Music Group (CMG)
    • BRIEF PROFILES: IGM MARKETERS
      • Dayspring Cards
      • Bob Siemon Designs
      • Gregg Gift Co.
      • Dicksons Gifts
      • Brownlow Gifts
      • Kerusso
      • Carpentree
  • Product and Marketing Trends
    • RPP PRODUCT TRENDS
      • Background
      • Book Trends
        • Table Selected Recent Titles on Atheism: 2006-2008
        • Table Selected Recent Titles on Politics and Religion: 2007-2008
      • Focus: Mainline Protestant Publishing Houses
        • Table Mainline Protestant Denominational Presses and Imprints, 2008
      • Focus: Trends in Spanish-Language Publishing
      • Focus: Trends in Mormon Publishing
      • Focus: MBS and Mainstream Culture
      • Bible Trends
      • Music Trends
      • Video/Film Trends
      • Videogame Trends
      • Software Trends
      • Internet Trends
      • IGM Trends
    • MARKETING TRENDS
      • Star Author Marketing
      • Celebrity Marketing
      • Focus: Hyper-Promotion of 3:16
      • Focus: Book/DVD Cross-Promotion
      • Focus: Trends in TV Promotion
      • Focus: Awards
  • Retail and Trade Shows
    • AT THE RETAIL LEVEL
      • Retail Share Trends
      • Religious Bookstores in Decline
      • Internet Influence on Retail/Distribution
      • Christian Chain Stores
      • Grouping Strategies
        • Table Services Available from Retail Groups
      • Focus: Parable Franchising
      • Focus: Munce Group
      • Focus: CBA Stores
    • TRADE SHOWS
      • Trade Show Trends
  • The Consumer
    • RELIGIOUS PREFERENCE: OVERVIEW
      • Note on Simmons Data
      • U.S. Adults by Religious Denomination
        • Table U.S. Adult Christian Population by Denomination: 2007 vs. 1998
      • Growth and Decline over the Past Decade
      • "No Religion" and "Other Religion" Populations on the Rise
        • Table U.S. Adult Population by No Religion and Other Religion: 2007 vs. 1998
    • FACTORS FAVORING RELIGIOUS PREFERENCE
      • Horizontal Analysis and Vertical Profiling
      • Horizontal Analysis
      • Vertical Profiles
        • Table Demographic Characteristics Favoring Religion by Denomination, 2007
    • RELIGIOUS BELIEVERS
      • Number Expressing Religious Attitudes
        • Table Religious Beliefs: Number of U.S. Adults Expressing Selected Religious Attitudes (2007) (millions of adults)
      • Number Expressing Evangelical Attitudes
      • Profiles: Believers
      • Profile: Evangelical Supporters
        • Table Demographic Characteristics Favoring Religious Belief, 2005
    • RELIGIOUS CONSUMERS
      • Book Purchasers by Denomination
        • Table U.S. Adults Most Likely to Purchase Books: By Denomination (2007) (Purchased Books in Last 12 months)
        • Table U.S. Adults Most Likely to Be Frequent Book Purchasers: By Denomination (2007) (Purchased 10+ books in last 12 mos.)
        • Table U.S. Adults Most Likely to Purchase Books in Bookstores and Online: By Denomination (2007)
      • Music Preferences by Denomination
      • Music Purchasing at Retail by Denomination
      • Numbers on Music Preferences, Purchasing, Downloading
        • Table Religious Music By Style: Number of Adults Preferring, Purchasing, and Downloading (2007) (millions)
      • Demographic Profiles By Musical Style
        • Table Demographic Characteristics Favoring Musical Preference by Style, 2007
      • Religious Products and Direct Sales
        • Table Demographic Characteristics Favoring Religious Product Purchasing by Direct Sales Venue, 2007
  • Trends and Opportunities
    • Overview
      • The Unaffiliated and Social Movements
      • Disaster Relief
      • Retail Transformations
      • Book Opportunities
      • Music Opportunities
      • Video and Software Opportunities
  • Appendix

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