A new study, "The State of Christian Media," found that 60% of Americans consume Christian media in some form, with young people leading this trend. The study, conducted earlier this year using a nationally representative sample of over 2,000 U.S. adults, was a joint effort between the Barna Group and National Religious Broadcasters.

"When we asked this survey, we asked them to answer how they use Christian media outside of their church," Troy Miller, CEO and president of National Religious Broadcasters, told CBN News. "So that was key for us to not …taint this by their church activity."

As reported by Faithwire, the study found that 60% of Americans use Christian media in some form, including television, radio, podcasts, news websites, social media, or YouTube.

"I expected it to …have a big number, but 60% of Americans …that was great, and it's really exciting," Miller said.

He also said that there's a lesson that can be learned from Bible-based press and outlets.

"I think the big lesson for Christian outlets — Christian media — is that people are paying attention," he said. "They're really paying attention to what's going on, and they're looking for something."

"And …when you look at people and ask them, 'Why are they looking at Christian media?'…People said, 'I'm looking for encouragement and for hope,'" he added.

According to a press release, "Compared to non-users, Christian media users tend to be younger. Social media is a dominant force in this landscape, commanding the broadest reach among Christian media platforms.

It also noted that 64% of Gen Z and 58% of Millennials engage with Christian social media accounts.

Miller indicated that these findings show that younger consumers primarily use digital media and debunk the notion that Christian media is primed for a primarily older generation.

"Two of the youngest consumers of Christian media are two of the youngest demographics in America," he said, citing Gen Z and Millennials. "That's amazing, and, again, I think it really shows that that group is looking for something."

Additionally, Miller said that 66% of Americans found Christian media to be both valuable and trustworthy.

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