Media Consumption Habits in Romania in 2023

Media consumption trends in Romania reflect broader global patterns, with distinct local preferences:

  • ·       Digital growth, especially in video streaming: International platforms like Netflix, MAX, Amazon Prime, Sky Showtime, and Disney+ are widely used, while local TV providers also have their own platforms (e.g., Voyo, Antena Play, Prima Play).
  • ·       Social media shifts: TikTok has seen significant growth, especially among younger audiences, as a preferred platform for short-form video content.
  • ·       Decline in book reading: There is a noticeable decrease in both the frequency of book purchases and reading time, particularly among those who prefer physical books.
  • ·       TV remains dominant, especially among older demographics. TV broadcasters also play a key role in content creation, pushing their premium content online via websites, YouTube, or dedicated apps.
  • ·       Podcasts are on the rise, with diverse topics including personal development, business, culture, social issues, politics, and technology, attracting a growing audience.
  • ·       Integration of shopping and social media has grown significantly, driven by influencer marketing. Platforms like Instagram and TikTok are now central to product discovery and shopping, with consumers heavily influenced by online personalities.
  • ·       Online shopping: Young people are particularly interested in buying clothing, footwear, cosmetics, and personal care items online.
  • ·       Physical shopping remains the preferred method for most Romanians, especially families with children. However, online shopping is gaining traction, though visits to large supermarket chains close to home remain a favored activity across all age groups.

Published: September 15, 2024

COSTIN GRIGORAS
MEDIA DIRECTOR | MEDIA INVESTMENT (THEGROUP)
costin.grigoras@wecan.net
Costin is an engineer specialized in electric drives but has never practiced the profession. He got his first job at Grey Worldwide as a Junior Media Planner a long time ago (1999). Since then, Costin has had the chance to develop media campaigns for a lot of clients from almost all existing categories in the Romanian market. When he joined thegroup in 2012, he realized that it was essential to combine audience figures with the understanding of the consumers, to identify their needs and wishes to better customize communication and reach them at the most possible relevant touchpoints.

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Media Consumption Habits in Romania in 2023

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