The heart of the Finney Media Why Listen® Survey is understanding listeners’ reasons for tuning in. While Top Reasons are often similar by formats, they’re not exactly the same. Today we’ll take a closer look at how Hybrid and Teaching listeners differ, and how that might affect the way you program your station or program.
Hybrid
| Reason | Percentage |
| 1. It Helps You Worship God Throughout the Day | 88% |
| 2. You Like Worshipful Christian Music | 87% |
| 3. It Helps You Grow Spiritually | 82% |
| 4. You Want to Be Encouraged | 77% |
| 5. You Want to Help Spread Truth | 62% |
Teaching
| Reason | Percentage |
| 1. It Helps You Grow Spiritually | 91% |
| 2. It Helps You Understand the Bible Better | 84% |
| 3. It Helps You Worship God Throughout the Day | 83% |
| 4. You Want to Hear Sermons | 77% |
| 5. You Want To Be Encouraged | 71% |
The 2025 Finney Media Why Listen® Survey includes almost 12,000 Christian radio listeners nationwide—2,953 from Teaching and Music (Hybrid) Stations and 3,087 from Teaching Stations and Programs.
Hybrid and Teaching listeners give similar reasons for listening. “Helps you worship God”, “Grow spiritually,” “To be encouraged” are common to the two formats. As we look at the differences in rank, however, we notice two things:
- Hybrid listeners are more heart first, head second (Worship at no. 1 and no. 2). Teaching listeners are more head first, heart second (Understand the Bible, Hear sermons).
- Hybrid listeners want it simpler. Teaching listeners want more in depth.
As you piece together your programming, lean more into heart or head depending on which one you are. Lean more into simple, concise, snack-sized or more in-depth depending on which one you are.
Coming in March: We compare and analyze the Top Main Reasons for Leaving. Why do listeners tune out or turn off? How are Hybrid and Teaching listeners different?
