Christian content remains influential across generations and spiritual engagement levels
As many media platforms struggle to retain trust and attention, Christian media continues to demonstrate strong and sustained engagement among U.S. evangelicals, according to new national research.
A nationwide study by Infinity Concepts and Grey Matter Research finds that 48% of evangelical Protestants engage with Christian media daily, while 69% engage at least weekly—a level of engagement that stands out amid broader declines in media trust and usage.
The report, The Core Audience: Evangelicals and Christian Media, challenges the assumption that Christian media appeals primarily to older audiences. 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 continues 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 connection is especially pronounced among highly engaged believers: 79% of evangelicals with high levels of spiritual engagement consume Christian media daily. At the same time, Christian media continues to reach beyond the most committed audiences, with 22% of evangelicals with low or no spiritual engagement still engaging with Christian media on a daily basis.
“Christian media continues 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 reaches individuals who are otherwise less connected to personal faith practices.”
Among the eleven 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 is perceived favorably by the general public, citing its emphasis on hope, encouragement, and spiritual values.
“Christian media remains 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.”
The research highlights significant strategic opportunities for Christian media organizations and ministries to deepen engagement, strengthen cross-platform connections, and more intentionally serve audiences who already view Christian media as a trusted voice.
To explore the complete findings, download The Core Audience: Evangelicals and Christian Media.
About Infinity Concepts
Infinity Concepts is a leading Christian brand communications agency and a wholly owned subsidiary of Infinity Concepts Group, serving clients across the globe with a broad scope of services, including branding, strategy, fundraising counsel, public relations, and media services. For more than 20 years, Infinity Concepts has been a trusted partner to ministries, nonprofits, and purpose-driven organizations, helping them clarify their brand, amplify their message, and connect deeply with faith-based audiences. Learn more at InfinityConcepts.com.
About Grey Matter Research
Grey Matter Research has been delivering qualitative and quantitative consumer insights since 1996, helping organizations understand audiences, clarify strategy, and make informed decisions. Their clients include national nonprofits, ministries, and major brands across multiple industries. Learn more at GreyMatterResearch.com.
