Christian radio stations and programs are finding themselves at a pivotal moment, with a burgeoning audience hungry for authentic spiritual nourishment that leads them to worship God. Chuck Finney, president of Finney Media, is at the forefront of this movement, dedicating his work to helping Christian broadcasters not only expand their listenership but also remain steadfast to, as he put it, their “Jesus-focused biblical mission.”
The 2025 Finney Media Why Listen® Survey is the most recent and comprehensive data available on Christian media audiences, making it essential for broadcasters aiming to grow and deepen their impact (download executive summaries below). These insights underscore a clear demand for spiritually rich, worship-centered, and biblically grounded content among Christian audiences.
As Finney put it: “Listeners are practically shouting, ‘Help me worship God.’”
Finney Media operates on the foundational belief that many organizations, despite their noble intentions, have a smaller audience than they’re capable of attracting. Finney’s expertise lies in helping organizations refine content to better engage the diverse needs of today’s Christian listener.
Their Why Listen® Survey has seen five editions to date. This year, they gathered insights from almost 12,000 individuals invited from participating Christian radio stations and programs. Respondents are primarily fans and people invested in media ministries. The survey delves into three critical areas of Christian media: why people listen, why they give, and why they leave.
Finney noted how listeners often express a spiritual hunger without being prompted, asking for more Scripture, more worship, and more focus on Jesus. Interestingly, when worshipping God was included as an option for why users listen—alongside more typical motivators like encouragement—it ranked highest.
The Christian media landscape has seen dramatic growth and increasing sophistication. Nielsen’s PPM data confirms that Contemporary Christian Music (CCM) stands out as the country’s fastest-growing radio format—recording nearly a 49% increase in share from 2011 to 2021, outpacing all other formats.
This surge has drawn a wave of new listeners, many of whom have shifted away from other types of programming as they aim to be more thoughtful about what they consume, choosing CCM for its spiritual nourishment and alignment with their values. The quality of Christian media has also vastly improved. Finney pointed out that production quality, once lagging, is now often on par with, or even surpassing, secular offerings.
Another significant trend, particularly amplified post-pandemic, is the notable increase in the percentage of listeners who cited that a calming presentation was a top reason for tuning in, particularly among music listeners. Finney explained that people are trying to “calm down the chaos” and “get away from negativity” on other stations.
This shift positions Christian media not just as an alternative, but as a purposeful destination—one that listeners actively seek out. This trend squares with NRB’s research with Barna, connecting Finney’s survey results to part of a broader, validated narrative.
Younger listeners (under age 35) are contributing to the growth of Christian media. They prefer more worship-focused content delivered in concise formats. Their expectations for immediacy and control mean they quickly disengage from content that feels outdated or long-winded. This may stem from the fact that social media—where quick, on-demand content is the norm—is a top platform younger Christian audiences use to engage with spiritual content.
Despite strong listener demand and steady growth, Christian broadcasters still face internal challenges. Finney sees one of the biggest obstacles as a reluctance to change. This hesitation is not rooted in a lack of passion or purpose for the Gospel, Finney said, but simply a fear of stepping outside familiar methods.
One example of this is the unwillingness to include live prayer on the air. Although surveys show that listeners want prayer, many broadcasters avoid it—often due to a past awkward moment or an old policy. Yet, Finney pointed out that these types of spontaneous moments show the exact empathy and care audiences crave.
Another challenge is the tendency to talk about Scripture rather than directly quoting it. Broadcasters might assume listeners are familiar with passages, but Finney stressed that “listeners want the actual words of Scripture, not just commentary.”
Finney explained how listeners leave Christian media for reasons usually related to form, not subject. Common reasons include covering uninteresting topics, playing music a listener dislikes, taking too long to get to the point, and a general need for tighter, more focused editing.
Finney’s message to NRB members and Christian media professionals is one of encouragement and opportunity. By listening to their listeners and reshaping their form without losing sight of their Jesus-centered mission, Christian broadcasters can seize this moment to reach souls around the world.
“We’re a growing part of people’s lives,” Finney said. “Take heart. Jesus is what your listener wants.”
Chuck Finney has been an NRB member since 2013. The Finney Media Team specialize in audience growth consulting and talent coaching, all with a focus on biblical mission. Learn more at finneymedia.com.
Click here to download the 2025 Executive Summary for CCM Formats.
Click here to download the 2025 Executive Summary for Teaching Formats.
Click here to download the 2025 Executive Summary for Hybrid Formats.
