While the market for DVD overall has been leveling off, the market for Christian-themed DVDs is still booming and has plenty of room to grow, according to Christian retailers.

As more studios and suppliers have stepped up to provide the content, the genre has grown.

The 2004 success of The Passion of the Christ may be regarded as the point where Christian entertainment no longer became a niche market, but it was the 2006 launch of FoxFaith by 20th Century Fox Home Entertainment that showed the major studios were ready to take Christians' spending power seriously.