As we continue to unpack the findings from our 2025 “State of Christian Media” study with Barna, the data reveals not only the scale of Christian media’s influence in the United States, but also the shape of its audience. Based on a nationally representative sample of over 2,000 U.S. adults, the research highlights a core audience that is younger, more family-oriented, politically conservative, and spiritually committed.
Christian media users are a bit younger, more family-oriented, and more conservative than non-users.
The broad reach of Christian media is fueled by a diverse and dynamic audience. Compared to non-users, Christian media users tend to be younger. They’re also more likely to be married, raising children, and working full-time. These users often lean politically conservative and demonstrate deeper spiritual commitment, forming a cultural subgroup whose media habits reflect their values.
Among users who engage with both broadcast and digital sources, the demographic profile is even more youth-oriented and family-centric. For NRB broadcasters and creators, these trends affirm the need for integrated storytelling that flows across platforms and connects with audiences wherever they are—on the commute, at home, or scrolling through their phones.
Social media is a dominant force in this landscape. It commands the broadest reach among Christian media platforms, especially among younger generations. Gen Z leads the way, with 64% engaging with Christian social media accounts, followed by Millennials at 58%.
For younger audiences, social media isn’t just entertainment—it’s a primary spiritual touchpoint. Christian communicators who want to effectively reach these digital natives must adopt a mobile-savvy, digital-first strategy.
As these platforms continue to shape how the Gospel is encountered and shared, the opportunity for meaningful engagement has never been greater. For NRB members, these findings reinforce the importance of adapting content strategies for a digital-first generation. Whether you’re producing radio, television, podcasts, or social content, NRB provides the connections, training, and resources needed to thrive in today’s cross-platform media environment.
Stay tuned for part three in this series, where we’ll explore Americans’ perceptions of Christian media. In case you missed it, view part one here: Most Americans Engage with Christian Media, NRB and Barna Report.
A full version of the report will be available exclusively for NRB members to download.