Media Consumption Habits in Bulgaria in 2023

The media consumption data indicates a general decline in TV viewership across all age groups. The most dramatic decline, 14.4%, is among young adults, who are heavily invested in streaming services and online platforms that provide on-demand and diverse content, which traditional TV fails to offer.

The slight increases among older viewers suggest that traditional TV still holds value for these age groups, but the overall trend points towards a digital future.

Streaming services and their competition with traditional TV operators are also transforming the media market in Bulgaria, changing the way content is consumed, created, and monetized. Platforms like HBO Max, Netflix, and local ones such as Play Diema Xtra and Voyo are shifting viewership from traditional to online viewing, forcing TV providers to seek new solutions and adapt to changing audience preferences. This competition drives the creation of original and diverse content, as well as the offering of competitively priced content and packages. Advertisers are exploring new strategies, such as sponsored content and product placement, which are affecting traditional TV revenue and practices.

The eventual end of the cookie era challenges data collection and audience targeting. AI and sustainability/ESG considerations are becoming increasingly important, with AI impacting technological developments in the media and advertising industry, and sustainability policies influencing media communication and operations.

Published: September 15, 2024

SIMONA TENCHEVA
CHIEF OPERATING OFFICER | ARGENT
simona.tencheva@wecan.net
Simona is Chief Operating Officer of Argent (strategic partner of Café Communications Sofia), responsible for the functional management and leadership of the team and ensuring client deliverables meet quality standards and surpass client expectations. She is also a Global Network Director of Local Planet, leading the local implementation of key global initiatives across the network and in addition, is also responsible for the coordination and the development of the CEE region. Having 25 years background in the communications industry, prior to joining Argent, Simona worked for several media owners and media agencies, managing sales, various strategic projects, corporate development, and key partnerships.

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Media Consumption Habits in Bulgaria in 2023

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