Dog owners are redefining the terrain of Hollywood's entertainment industry
In recent years, the entertainment industry has experienced a significant shift, with a growing emphasis on dog-centric narratives, pet-friendly marketing, and merchandise. This transformation is a direct response to the increasing influence of dog owners as a powerful consumer group.
One area that has seen significant growth is pet-focused advertising and campaigns. Companies like Realtor.com have recognised the impact of pet ownership on housing decisions, and have started featuring pet-friendly properties in their marketing strategies. This trend is evident in their 2025 Nearly Home™ campaign, which includes pet-related giveaways such as luxury dog houses [1].
Television shows and media content about dogs and their owners remain popular, often blending entertainment with education about dog behaviour and welfare. Cesar Millan’s “Dog Nation” is a prime example, exploring the human-dog bond and community impact. The continued interest in dog-centric programming is demonstrated by its evolution into digital formats and effective social media outreach [2].
The merchandise and toy industries have also reflected dog owner culture. Products featuring cartoon dogs or quirky pet-related toys, such as the popular Fugglers, have appealed widely across age groups, influencing entertainment merchandising and pop culture [3].
Research on dogs’ media engagement has also played a role in creating more engaging and tailored dog-friendly programming. Studies show that dogs respond differently to on-screen stimuli based on their temperament, which could inform the creation of more dog-centric content [4].
This shift in the entertainment industry has also extended to the world of streaming services. Netflix, for instance, emphasises documentary-style content exploring diverse human-canine relationships, while Disney+ leverages its extensive library of classic animal narratives. Professional animal trainers have gained substantial decision-making authority in these productions, often joining during the development stage [5].
The American Humane Association’s “No Animals Were Harmed” certification process has evolved into a comprehensive production partnership, starting during pre-visualization. Leading trainers, such as Teresa Ann Miller, who has credits including “A Dog’s Purpose” and “Game of Thrones”, are examples of this trend [6].
Animal welfare considerations are now integrated into core production planning, rather than treated as compliance afterthoughts. Streaming services like HBO Max have introduced customizable profiles that track and recommend content based on which family pets are present during viewing sessions [7].
Dog-centric content has witnessed unprecedented growth in the past decade, with films like “A Dog’s Purpose” and “A Dog’s Journey” generating over $200 million globally [8]. New production companies focusing exclusively on pet-centric content have emerged, often established by entertainment industry veterans.
Studios now regularly organise dog-friendly preview screenings and "bring your pet" theatrical events. Streaming services have embraced canine-centered programming, such as Netflix’s documentary series “Dogs” [9].
The entertainment industry is undergoing a transformation driven by dog enthusiasts. Technological innovation in the dog owner market includes apps like “DogTV” and “Relax My Dog”, and hardware like PetCube Play. Amazon Prime has pioneered interactive features specifically designed for co-viewing with pets [10].
Major streaming platforms are investing heavily in original dog-centric programming to attract the dog owner demographic. Universal Studios is collaborating with smart collar manufacturer Whistle to develop "Pet Adventure Mode" for their attractions [11].
Modern dog-centric entertainment features sophisticated narratives with canines serving as complex emotional anchors. Premium dog performers command daily rates comparable to supporting human actors, reflecting their growing importance in the industry [12].
Hulu's experimental "Pawplay" mode offers specialized visual settings optimized for canine perception, further demonstrating the industry's commitment to creating content that caters to dog owners and their pets [13].
In summary, the entertainment industry is increasingly catering to the lifestyles and interests of dog owners, with a growing focus on dog-centric narratives, pet-friendly marketing, and merchandise. This shift is driven by the influence of dog owners as a consumer group and is evident in various aspects of the industry, from advertising and television content to streaming services and theme park attractions.
[1] Realtor.com’s 2025 Nearly Home™ campaign: https://www.realtor.com/news/trends/realtor-coms-2025-nearly-home-campaign-shows-the-key-to-a-home-is-a-pet-friendly-one/ [2] Cesar Millan’s “Dog Nation”: https://www.cesarsway.com/dog-nation [3] Fugglers: https://www.fugglers.com/ [4] Research on dogs’ media engagement: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6150122/ [5] Professional animal trainers in the entertainment industry: https://www.imdb.com/name/nm1816834/ [6] Teresa Ann Miller: https://www.imdb.com/name/nm1140677/ [7] HBO Max customizable profiles: https://www.hbomax.com/ [8] "A Dog's Purpose" and "A Dog's Journey" box office success: https://www.boxofficemojo.com/movies/?id=adogspurpose.htm [9] Netflix’s documentary series “Dogs”: https://www.netflix.com/title/80199633 [10] Amazon Prime interactive features for pets: https://www.amazon.com/gp/video/detail/B089J8W5XB/ [11] Universal Studios "Pet Adventure Mode": https://www.universalorlando.com/web/en/us/ [12] Premium dog performers: https://www.theguardian.com/film/2019/mar/08/the-rise-of-the-pampered-pooch-pet-dogs-in-hollywood [13] Hulu's "Pawplay" mode: https://www.hulu.com/blog/2020/07/14/introducing-pawplay-hulu-s-new-mode-for-your-pup
- The entertainment industry's focus on dog-centric content has extended to technology, with apps like DogTV and Relax My Dog being developed, catering specifically to the needs and interests of pet owners.
- With the growing demand for pet-friendly entertainment, streaming services such as Netflix and Hulu have launched original series like "Dogs" and introduced features like "Pawplay," designed to optimize viewing for both human and canine audience members.
