Evangelical Protestants engage with Christian media at high rates
“Metro Voice” readers already understand the important contributions of Christian media. A new nationwide survey of Evangelicals by Infinity Concepts and Grey Matter Research agrees.
Nearly half of evangelical Protestants engage with Christian media daily, while seven in 10 engage at least weekly, a level of engagement that stands out amid broader declines in media trust and usage. Evangelicals under age 40 are more likely than older cohorts to engage with multiple Christian media formats weekly, particularly digital and social platforms, while overall engagement remains strong across all generations.
Together, the findings suggest Christian media continue to adapt and retain influence amid rapidly changing media consumption habits. The study also found a clear and consistent correlation between Christian media use and spiritual engagement. Evangelicals who regularly pray, read and study the Bible and participate in worship or small groups are significantly more likely to engage frequently with Christian media.
The findings arrive as public confidence in mass media continues to hover near historic lows. Gallup reported in 2024 that Americans’ trust in newspapers and television news remains far below levels seen a generation ago. Against that backdrop, Christian media appears to occupy a different space for many believers — less as an optional news source and more as a spiritual touchpoint.
The connection is especially pronounced among highly engaged believers. Eight in 10 evangelicals with high levels of spiritual engagement consume Christian digital sources daily. At the same time, Christian media continue to reach beyond the most committed audiences, with 22 percent of evangelicals with low or no spiritual engagement still engaging with Christian media on a daily basis.
“Christian media continue to reach evangelicals where they are, regardless of age or level of spiritual engagement,” said Ron Sellers, president of Grey Matter Research. “The data show media consumption increases alongside spiritual participation, but it also highlights that Christian media often reach individuals who are otherwise less connected to personal faith practices.”
Among the 11 forms of Christian media examined, Christian music, radio and social media are the top three in weekly use, each reaching more than half of all evangelicals weekly. These channels are some of the most consistent touchpoints for biblical teaching, encouragement and inspiration.
Despite broader cultural skepticism toward media in general, the study also found that evangelicals hold a largely positive view of Christian media’s reputation. A majority of evangelicals say Christian media are perceived favorably by the general public, citing its emphasis on hope, encouragement and spiritual values.
“Christian media remain one of the most trusted and effective channels for reaching the evangelical community,” said Mark Dreistadt, president and CEO of Infinity Concepts. “These findings affirm the value of Christian media not only as a source of information or inspiration but as a meaningful contributor to spiritual formation and discipleship. For media leaders and ministries alike, this represents both an affirmation and an opportunity.”
–Alan Goforth
