Media Consumption Habits in Croatia in 2024

Croatia’s digital ecosystem in 2024 showed continued growth and a firm shift toward mobile. Mobile phones now account for 54.99% of web traffic, up from 50.6% in 2023, overtaking desktops (43.7%). This aligns with 3.27 million internet users, or 84.6% of the population. An impressive 98.2% of them consume media via mobile internet, confirming smartphones as the main gateway to the digital world.

Media consumption is still led by websites (97.8%), social media (94.3%), and search engines (93.5%). Traditional media remains strong: linear TV reaches 94.3% (same as in 2023), and radio slightly dipped from 84.7% to 84.4%. Online press (82.3%) continues to grow, now well ahead of print (59.2%). Podcasts increased from 63.6% to 69.1%, indicating steady adoption.

Social media remains central. WhatsApp (84.7%), Facebook (82.4%), and Instagram (70.6%) stay dominant, while TikTok rose from 40.5% to 46.9%. In terms of time spent, TikTok leads with 45 hours monthly per user (up from 34h 51m in 2023), highlighting its growing influence.

TikTok’s official ad launch in August 2024 marked a turning point, with brands embracing high-engagement platforms.

Digital advertising saw the highest investments in social media ads (€94.25M) and online banner ads (€93.33M), closely followed by in-app ads (€85.66M) and search ads (€80.67M). Video advertising also played a key role, with €40.66M in spend, while influencer marketing accounted for €16.99M.

Overall, Croatia’s media landscape is driven by mobile access and a balanced mix of traditional and digital formats.

Source: DataReportal. (2025). Digital 2025: Croatia. 

Source: DataReportal. (2024). Digital 2025: Croatia.

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