Christian media has a very strong following among Christians but outside of this circle, Christian-based entertainment is generally not very popular among American audiences, research suggests. A survey from Lifeway Research found that the vast majority of Americans are clueless about it. 

Data from the study revealed that over two thirds (67 per cent) of Americans rarely or never watched Christian television; 72 per cent have rarely or never listened to Christian radio; 65 per cent have rarely or never tried Christian literature, and 84 per cent have rarely or never listened to a Christian podcast.

"Christian media delivers teaching, music, and entertainment to a predominantly Christian constituency. Not surprisingly, those who embrace Christian teaching will value and consume these the most," said Ed Stetzer, executive director of LifeWay Research.

The study, which surveyed 2,252 Americans online, and another 1,009 by phone, indicated that demographically, the religious profiles of those who tune in is a major factor in their support for the media.

Sixty-nine per cent of self identified evangelicals, 62 per cent of regular churchgoers, and 54 per cent of African Americans said they watch Christian television, against 32 per cent of Americans.

For Christian radio, around 67 per cent of evangelicals, 57 per cent of weekly church attenders, and 46 per cent of African Americans have expressed a preference for the medium.

In comparison, of those who rarely or never watched Christian television, 94 per cent don't go to church while 89 per cent have no religious affiliation.

The same trend is present among those who rarely or never listen to Christian radio. Ninety-four per cent have no religious affiliation while 84 per cent never attend church.

Christians were once again far more likely to watch a Christian movie, than non-Christians.  The study found that although 74 per cent of evangelicals had watched a Christian movie, only a handful of those with no religious affiliation (11 per cent) had done so.  

Engagement with online Christian media fared slightly better, with a quarter of Americans surveyed saying they watch or listen to Christian programming every week on their devices. Nine per cent watch or listen online less than once a month. The figures translate to roughly 60 million Americans every week.

Jerry Johnson, president of the National Religious Broadcasters, which sponsored the study, said that the strong following among the faithful is an encouraging sign for Christian broadcasters and communicators but acknowledged the challenges.

"It's also encouraging to learn how new forms are emerging. But we must be more effective stewards of all media forms, especially to reach those who have yet to believe," Johnson said.