Media Consumption Habits in Bosnia and Herzegovina in 2024

In 2024, media consumption in Bosnia and Herzegovina continued to shift in line with evolving habits and technology adoption. Television remained the most consumed medium, with people watching over 5 hours per day on average (320.3 minutes), especially among older age groups. However, younger audience segments have steadily moved toward digital. TV viewership among 18–29-year-olds dropped by 6.7% year-over-year, while viewers aged 60+ slightly increased their time spent watching TV.

Internet penetration reached 83.4% of the country’s population, and smartphones were the primary access device for 96.9% of users. Digital media usage grew strongest among the 18–39 age group, driven by platforms offering quick, engaging content. Short-form videos on TikTok, Instagram Reels, and YouTube Shorts remained the most consumed digital formats, especially among Gen Z and millennials.

While TV consumption remained stable among older viewers, it declined noticeably among those aged 18–29. At the same time, podcast listening surpassed half a million people in 2024, with comedy, entertainment, sports, and news being the top content categories.

Radio and print media maintained a presence, but their consumption leaned toward older audiences. According to TGI data, 42.4% of the population listens to radio, while only 12.1% read daily newspapers. Out-of-home advertising maintained strong visibility, especially in urban centers, as 42.7% of people reported noticing a billboard in the past week.

Overall, 2024 confirmed the ongoing digital shift, especially among younger users, while traditional media like TV still held strong in reach and daily time spent, remaining relevant across a wide range of viewers.