Media Consumption Habits in Bulgaria in 2024

In 2024, media consumption in Bulgaria is heavily shaped by digital technologies.

Internet penetration reached 84%, with 5.58 million users, and 66.8% of the population (4.44 million people) were active on social media. Mobile connectivity remained extremely high, with 138.7% mobile penetration – indicating that many people used multiple SIM cards or devices. Streaming services became major sources of entertainment: Netflix and Max led the market in Bulgaria, aligning with broader European trends, where Netflix, Prime Video, and Disney+ dominate viewing time, particularly among younger audiences.

Traditional TV, radio, and print media maintained a presence but continued to decline in influence. Emerging digital trends in 2024 included the rise of short-form video (e.g., TikTok, Instagram Reels), increased AI-driven content personalization, and the growing use of digital platforms for health information, e-government services, and online shopping.

Media consumption habits varied significantly across age groups. Younger generations (Gen Z and Alpha) were firmly mobile-first and video-centric, with heavy social media usage. Adults aged 35–54 used a balanced mix of digital and traditional media, while older adults (55+), though increasingly adopting digital tools, still relied more on television and Facebook. Notably, internet use among those aged 65–74 more than doubled over the past five years. Women were more likely than men to search for health-related information online, and individuals with higher education levels were more active internet users.