Media Consumption Habits in Montenegro in 2024

Despite the growth of digital formats, television continued to lead the Montenegrin media landscape, capturing more than half of the advertising market and maintaining a strong influence, particularly among older and general audiences.

Social media, particularly TikTok, Instagram, and YouTube, remained the primary channels for younger audiences, while Facebook retained popularity among older users. The advertising mix continued shifting toward digital formats, particularly among younger audiences 

The radio remains stable, and Print consumption declined further, except for niche publications.

Household penetration of smart devices and fiber internet access improved, supporting streaming and social video. Influencer engagement rose, especially in food, beauty, and telecom sectors.

Overall, media habits are becoming more fragmented, and advertisers face increasing pressure to combine traditional reach with digital engagement strategies tailored by age and interest.