Building on earlier insights from our 2025 “State of Christian Media” study with Barna, this next phase explores how Americans perceive Christian media. Based on a nationally representative sample of over 2,000 U.S. adults, the research paints a picture of Christian media that is broadly viewed in a positive light—though not without some critique.
Christian media isn’t just widely consumed; it’s also largely respected. Two-thirds of the general population view Christian media as valuable and trustworthy, and that figure rises to four in five among those who use Christian media. Practicing Christians (defined as those who attend church monthly and consider their faith very important) express the strongest levels of affirmation. Even among those who don’t identify as born again, roughly half view Christian media in a positive light.
However, this trust is not without tension. Some respondents—particularly heavy users—express concerns about bias and manipulation in Christian content. Heavy users tend to be more critical evaluators; those who know the content best are often the most “tuned in” and sensitive to its tone, messaging, and perceived intentions. Meanwhile, non-Christians tend to have the most negative perceptions of Christian media.
This mixed feedback reflects both an opportunity and a challenge for Christian communicators. While there is widespread respect and trust among audiences, especially those most engaged, it’s critical to maintain transparency, authenticity, and excellence to retain credibility in an increasingly skeptical media environment.
NRB exists to help Christian communicators meet that challenge with boldness and integrity. As the world’s largest association of Christian media professionals, NRB provides tools, community, and advocacy to support biblically faithful content creators in a complex cultural landscape.
Stay tuned for the next part of this series, where we’ll examine the motives and benefits behind audiences’ attraction to Christian media.
In case you missed them, view past articles in this series at the links below:
Most Americans Engage with Christian Media, NRB and Barna Report
Christian Media Reaches Digitally Engaged, Spiritually Committed Younger Demographic
A full version of the report will be available exclusively for NRB members to download.