Media Consumption Habits in Romania in 2024

Media consumption in Romania reflects a clear shift toward digital, while traditional habits persist among certain segments of the population. Young audiences are increasingly drawn to short, interactive, and personalized video content, favoring platforms such as TikTok, YouTube Shorts, and Instagram Reels. Smartphones have become the primary channel for accessing information and entertainment, enabling content consumption on the move and throughout the day.

Podcasts are gaining popularity, particularly among urban and educated audiences, offering alternatives to traditional radio. At the same time, television remains relevant, especially among older generations, though viewing is increasingly shifting to streaming platforms and on-demand content.

Connected TV plays an important role by providing access to digital platforms. Video streaming is a key driver, with international services such as Netflix, MAX, Amazon Prime, Sky Showtime, Disney+, and Rakuten active in the market, alongside local TV providers with their own platforms, including VOYO, Antena Play, and Prima Play.

Trust in traditional media is declining amid political polarization and the rise of opaque sponsored content. Consumers are becoming more sceptical and selective, seeking independent sources, which has fueled interest in investigative journalism and independent initiatives.

Romanians increasingly combine multiple sources of information – from social networks to newsletters and podcasts – while print media continues to lose relevance, remaining active only in niche segments.