Media consumption habits in 2022, Croatia

2022 had much fewer government restrictions regarding the Covid-19 pandemic compared to 2021, and people were spending less time at home and more time socializing and traveling. In BrandPuls (research by Ipsos), we can see that it had large impact on media consumption. 12% of people went to cinema at least once a month (14% increase) and the weekly reach of television dropped by 3% to 81,89%. In Nielsen Arianna we can see that ATV dropped to270 minutes a day but drops in younger population are much higher (from 11% in 30-39 y.o. to 22% in 13-17 y.o.) which is alarming for TV publishers. Print issues had decrease of readership, but that would be expected even without the Covid-19 pandemic. All other media had steady consumption compared to 2021. 

In 2022, 40,35% of Croatians watched TV On Demand, which is 19% YOY increase. Netflix leads the way with 20,66%, followed by HBO Max with 8,69% and free-of-charge HRTi with 4,87%. Facebook is still leading social network (69,35%), followed by Instagram (44,35%) and TikTok (16,82%) which had highest YoY increase of 28%. The usage of certain communication apps had a large increase: in case of Face Time to 10,41% from 5,83%, and a large decrease of Zoom (3,51% from 6,93%). 

To end with a positive note from advertising perspective, usage of ad-blockers dropped by 5% YOY. With pandemic ending this year, we expect even bigger changes in media consumption in 2023 and as a media agency we are getting ready to stay connected with people spending less time on media where we can advertise.