Media consumption habits in 2022, Serbia

The growth in the value of the media market was from 230.2mill eur in 2021 to 241.2 mill eur in 2022.

Digital is rising, TV is stable, print and radio are in slightly decline. OOH is stable as well, following digitalization trend by switching to digital screens where it’s possible, there are approximately 7.1K OOH displays of which currently are 3% is digital OOH screens.

According to the latest survey by the Statistical Office of the Republic of Serbia conducted in 2022, 83,2% of households in Serbia have an Internet connection. 81.9% of the population has a social media account. In the last three months, 47.8% of Internet users purchased or ordered goods online.

Number of users on websites per month is estimated to be 4.4 million users, the number of open pages of websites per month is approx. 1.4 billion, while the number of website visits per month is approx. 0.5 billion.

Social networks use in Serbia, in 2022, Facebook – 3.3 M, Twitter – 590 K, LinkedIn – 1.2 M, Viber – est. 5.7 M, YouTube – 5 M, Instagram – 3.4 M, Snapchat – 1.8 M –

There are over 350 television channels, 7 national, 2 provincial, 94 regional and over 85 cable channels where advertising is possible, and many other cable channels where advertising is not possible. Viewership of national TV channels decreased in 2022. According to Nielsen data, RTS 1 is the most watched TV station in 2022, followed by Pink, Prva and Happy. In 2022, according to Nielsen data, the Time Shifted Viewing in Serbia achieved the level of 4.9% of the total AMR.