Media Consumption Habits in Serbia in 2023

Regarding television, SBB and Telekom Srbija are the key cable operators. Telekom Srbija has increased the number of subscribers and, with a slight advantage over SBB, leads the Serbian cable provider scene. Some of the highest-rated shows, such as Zvezde Granda and Praktična žena, have migrated from Prva TV to Pink, causing Kopernikus channels to lose share.

In 2023, Kopernikus (B92 and Prva) saw a further decline compared to 2022, while CAS and mts continued to grow. Pink TV maintained relatively stable shares. Pink International and the Kopernikus group are taking the largest share of media budgets, approximately 62%.

Digital media investment continues to rise (approximately 28%). There is a noticeable shift in the distribution of digital media spend: a decrease in direct media booking and an increase in programmatic buying, social media, and SEM, predominantly on mobile placements. Following global trends, e-commerce in Serbia is growing.

Print media: Overall ad spend continues to decline, following a drop in readership. Both magazines and dailies have shown a notable decline in investments in 2023. Mobile communications, retail, and pharmaceuticals were the leading investors in printed media. Telekom Srbija, Blagovesti, and Proton System were the top three advertisers in 2023.

Radio media: Maxim Media Group took the largest share of ad spend in 2023. Retailers, consumer services, and pharmaceuticals were the top three categories, while Telekom Srbija, Irkom, and Proton System invested the most.

OOH media: 2023 also saw growth in OOH investment. Major OOH providers increased the number of DOOH formats, with DPC taking a more important role with its DOOH network. Retail, consumer services, and mobile communications were the biggest investors in OOH, while Telekom Srbija, McDonald’s, and Lilly Drogerie were the top three OOH investors in 2023.