The Secret to Growth Isn’t Always More—It’s Different
When Christian radio stations think about growing their audience, the first instinct is simply to reach more people. But here’s the truth: growth doesn’t always come from casting a wider net. Sometimes, the real breakthrough happens when you cast a smarter one.
Instead of trying to reach everyone, focus on reaching different kinds of people—listeners who aren’t currently tuning in but would, if they felt seen and heard. That could mean younger Christians, people from different cultural backgrounds, new believers, or even people who are spiritually curious but don’t identify as religious… yet.
As Christian radio has transformed from broadcast audio to multimedia, it should challenge us to think about who we haven’t reached with our traditional strategies. Let’s own the fact that there are hundreds of thousands of people in our city who don’t yet connect with the content our teams create.
We’re not maxed out—we’re just not speaking their language! Could Spanish be a key to your ministry’s growth in the next 3 years?
We all joined Christian radio because we believe in the transformative power of music. It shapes lives and provides encouragement through tough times. Music connects people to Jesus in profound ways. The next great opportunity to reach new listeners in your city might not be about doing more of the same, but about reaching those who are currently underserved.
To impact more people in your city, focus on those being overlooked. Today, over 42 million people in the U.S. speak Spanish at home, and this number rises to 53 million when including second-language speakers. Yet, few Christian radio stations actively pursue this audience in their heart language.
Spanish is not a trend; it’s a cultural reality. It is now the second most consumed language for music globally, even surpassing English in some streaming categories. This is not just interesting – it’s a signal of a wide open opportunity.
Spanish Christian radio is more than a format; it’s a lifestyle of content, music, and connection that leads culture. It’s about engaging people where they live – on social media, streaming platforms, podcasts, and live events. It’s about speaking a language that is foundational on their terms, not yours.
When someone hears Christian music in their heart language, they don’t just listen—they feel seen, they lean in, they worship, and they connect. It’s not about translation; it’s about transformation. Let’s own the fact that our media world is more fragmented & diverse than ever. Could there be a new opportunity here? Some of the long-held radio beliefs about cannibalization aren’t stacking up the way they used to. That’s because in many regions, 20% – 40% of a city’s residents speak Spanish as a first or second language.
Look at your audience with fresh eyes. Many Spanish speakers navigate their daily lives in an English-speaking environment, but when it comes to spiritual rejuvenation, they turn to Spanish. It’s in this language that worship feels most intimate. It is where they pray, read the Bible, and hear the Holy Spirit.
This isn’t just about diversity; it’s about mission and texture. You can reinvent Christian media for a different audience, a new culture, and a fresh expression of the same good news.
Cutting through with content in our modern age requires us to think about the Christ followers who aren’t engaging with our radio brands and streams—yet.
Will 2026 be the year for your ministry’s next big leap? Growth isn’t always about reaching more people. What if it’s about reaching different people?
Scott Herrold serves as the Chief of Content for Hope Media Group; home of Vida Unida, WayFM, 89.3 KSBJ, NGEN, Way Loud, and Hope Media’s podcast network.
Vida Unida has a mission to engage people to love Jesus, serve others, and spread Hope. Vida Unida is a Christian radio network offering contemporary Christian music and encouragement for Spanish-speakers and can be heard anywhere at VidaUnida.com, through the Vida Unida app and smart speakers.
Vida Unida broadcasts in Houston, New York City, Miami, West Palm Beach and many other American cities. Find one here! vidaunida.com/como-escucharnos
