Nearly half of evangelical Protestants in the United States engage with Christian media on a daily basis, and more than two-thirds do so at least weekly, according to new national research released by Infinity Concepts and Grey Matter Research.
The study found that 48% of evangelicals consume Christian media daily, while 69% engage at least once a week — levels researchers say stand out at a time when many media platforms face declining trust and shrinking audiences.
The report, titled The Core Audience: Evangelicals and Christian Media, also challenges assumptions that Christian media primarily appeals to older generations. Evangelicals under age 40 are more likely than older cohorts to engage weekly with multiple Christian media formats, particularly digital and social platforms, even as overall engagement remains strong across all age groups.
Researchers examined 11 forms of Christian media and found that Christian music, radio and social media rank as the top three weekly touchpoints, each reaching more than half of evangelicals. These platforms serve as consistent channels for biblical teaching, encouragement and inspiration, according to the report.
The study identified a strong correlation between Christian media use and spiritual engagement. Evangelicals who regularly pray, read and study the Bible, and participate in worship services or small groups are significantly more likely to consume Christian media frequently.
Among evangelicals with high levels of spiritual engagement, 79% report consuming Christian media daily. At the same time, Christian media extends beyond the most committed believers: 22% of evangelicals who report low or no spiritual engagement also engage with Christian media daily.
Ron Sellers, president of Grey Matter Research, said the findings show Christian media reaches evangelicals across generational and spiritual lines.
“The data show media consumption increases alongside spiritual participation, but it also highlights that Christian media often reaches individuals who are otherwise less connected to personal faith practices,” Sellers said.
The report also found that evangelicals maintain a largely positive view of Christian media’s public reputation, despite broader cultural skepticism toward media institutions. A majority of respondents said Christian media is perceived favorably by the general public, citing its emphasis on hope, encouragement and spiritual values.
Mark Dreistadt, president and CEO of Infinity Concepts, said the findings affirm the ongoing influence of Christian media within the evangelical community.
“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,” Dreistadt said.
Researchers said the results point to strategic opportunities for Christian media organizations and ministries to deepen engagement, strengthen cross-platform connections and intentionally serve audiences who already view Christian media as a trusted voice.
The nationwide survey focused on evangelical Protestants in the United States. The full report can be accessed here.
