34 per cent name Christian media as somewhere they look for guidance, against 33 per cent for their own church or minister. Only the Bible ranks higher, at 72 per cent.
Asked where they look for answers or guidance when difficult questions arise, respondents name the Bible first, at 72 per cent. Christian media follows at 34 per cent, level with friends and family at 34 per cent and marginally ahead of their own church or minister at 33 per cent and books at 33 per cent. Speakers and conferences are named by 25 per cent, podcasts by 23 per cent and social media by 17 per cent.
Eleven per cent say they find few good answers anywhere.
The position of Christian media in that list is worth stating plainly, because it is rarely described this way in the sector’s own discussion of itself. For a substantial share of this audience, media is not a supplement to the place where questions get addressed. It is one of the places.
For those producing it, that carries an implication about register. Content that is planned as entertainment sits, for a third of this audience, in the same mental category as a conversation with their minister. That is a different standard from the one a catalogue is usually judged against.
The question asked where people look, not how satisfied they were with what they found. The report sets out the surrounding chapter, including which subjects respondents say they struggle with and where the answers they want are hardest to locate.
Source: European Christian Media Survey 2026