The Next Frontier for Christian Radio

I had the privilege of joining a couple of other coaches in our industry recently for a CMB webinar titled “Preparing For the 2027 Listener.” It was a fantastic discussion, and if you’re a CMB member, I’d encourage you to check out the recording.

I was struck by just how much common ground we shared during the discussion. While each of us brought different perspectives on how people are consuming media, the importance of on-air personalities, and what Christian radio needs to be thinking about as we move into 2027, there was considerable agreement on many of the things we believe will be important to the future of Christian radio.

One of those was the growing importance of community.

I believe one of the greatest opportunities facing Christian radio in the coming years is finding ways to move beyond simply building an audience and becoming more intentional about creating communities where listeners can connect with one another.

We all have a deeply rooted desire to connect with people who share our interests, values, hobbies, or life experiences. That’s nothing new, but I believe we’re seeing more people actively looking for opportunities to experience that kind of connection.

Look at the incredible growth of pickleball. No doubt, people enjoy the exercise and competition, but one of the things driving its popularity is the social experience. Pickleball gives people an easy way to meet others, develop friendships, and become part of a community.

Or consider why millions of people still gather in churches every Sunday.

We can watch almost unlimited sermons on YouTube, listen to worship music all day on Spotify, and download thousands of Bible studies. Much of what takes place during a typical church service is available whenever we want it.

Yet people still choose to gather together. Why? Because there’s something meaningful about worshiping, learning, and growing alongside other people. The relationships and sense of belonging matter.

The same is true of sporting events, concerts, speed dating, fitness classes, crafting clubs, etc.. The foundational thread running through these examples is this:

People are willing to go out of their way to experience something together.

Most of our stations have already done the hard work of building an audience. We’ve established relationships with thousands of people who invite us into their homes, cars, workplaces, and daily routines.

They know our personalities, recognize our brand, and often identify with the values our station represents.

But, because people are so willing to make space in their busy lives to grow in connection with others, there’s a huge opportunity for us to go to a new level with our audience, by connecting them to your station and to each other through things they care about. 

An audience is connected to your station. A community is connected to your station and to one another.

I believe this is an opportunity that we need to become much more intentional about pursuing.

What if we shifted our mindset to thinking about our stations as organizations that bring people together around shared interests, experiences, and values, with our radio station serving as the connection point?

We already have an established relationship with the people we’re hoping to bring together. The next step is creating opportunities for those relationships to grow beyond the listening experience. 

What could community-building like this look like?

During my time with Pillar Media, our STAR stations hosted a popular annual Daddy/Daughter Dance. As that event grew, it became obvious that these dads weren’t simply looking for a fun evening with their daughters. Many wanted to become more intentional about building relationships with them.

What could happen if the station created an ongoing community for dads raising daughters? Perhaps a Facebook group where fathers encourage one another, share ideas, and build friendships, with occasional opportunities to gather in person?

I work with another station where the afternoon personality is a serious runner. Why couldn’t that station develop a weekly running club hosted by that personality? Imagine listeners gathering on Saturday mornings, developing friendships, and building a stronger connection with the station.

Got an avid reader on your team? Why not start a station book club?

Maybe it’s young moms, empty nesters, hikers, or people who enjoy serving their community. There are all kinds of possibilities, many requiring very little financial investment.

The key is finding something that fits naturally with the interests of your audience and the personalities and passions of your team.

I believe there is another important benefit to all this – Community creates opportunities for people to introduce others to your station in a very natural way.

Think about that running club. A listener invites a friend to join them on Saturday morning. That friend may have never listened to your station, but now they’re spending time with one of your air personalities and a group of people who already have a relationship with your brand.

For decades in Christian broadcasting, we’ve measured success primarily by the size of our listening audience.

But in 2026, your radio tower is just one of the many ways you distribute content and connect with people, alongside your website, app, social media, YouTube, and podcasts. You’re increasingly operating as a media brand that has built an audience around shared values, creating opportunities to connect people in ways that go well beyond listening to the radio.

Start small, with something that fits your station, something your team is genuinely interested in and your listeners would find valuable, all with the goal of helping people develop real relationships with one another.

So, here is my challenge to you: spend 60 minutes this week thinking about two or three communities your station could begin developing in 2027.

Start with your team. What hobbies, interests, or passions do your air personalities have that might create opportunities to bring listeners together?

Then consider your audience. What interests or life experiences do groups of your listeners share? Where might they be looking for connection?

Bring your team together and brainstorm some possibilities. Identify one idea you could test on a small scale in the coming months.

I believe this will become increasingly important for Christian media ministries that want to remain relevant and meaningful in the years ahead.

People have more ways than ever to consume music, entertainment, and information. But their desire to belong, develop friendships, and be part of something larger than themselves isn’t going away.

We’ve spent decades becoming very good at growing a loyal and dedicated radio audience. Perhaps one of the most valuable things we can do in the coming years is become equally good at bringing those people together.

Because as I see it, the future of Christian radio may not depend so much on how many people are listening to us – it may more so depend on how many people feel they belong because of us.