In fiction, continuity is consistency of the characteristics of persons, plot, objects, places and events seen by the reader or viewer. It is of relevance to several media.

Continuity is particularly a concern in the production of film and television due to the difficulty of rectifying an error in continuity after shooting has completed, although it also applies to other art forms, including novels, comics, anime, videogames and animation, though usually on a much broader scale.

Most productions have a script supervisor on hand whose job is to pay attention to and attempt to maintain continuity across the chaotic and typically non-linear production shoot. This takes the form of a large amount of paperwork, photographs, and attention to and memory of large quantities of detail, some of which is sometimes assembled into the story bible for the production. It usually regards factors both within the scene and often even technical details including meticulous records of camera positioning and equipment settings. The use of a Polaroid camera was standard but has since been replaced by the advent of digital cameras. All of this is done so that ideally all related shots can match, despite perhaps parts being shot thousands of miles and several months apart. It is a less conspicuous job, though, because if done perfectly, no one will ever notice.

In comic books, continuity has also come to mean a set of contiguous events, sometimes said to be "set in the same universe" (see fictional crossover) or "separate universes" (see intercompany crossover).

Today, maintaining strong plot and character continuity is also a high priority for many writers of long-running television series.