The Economic Environment of the Media Market in Serbia 2024

Serbia’s GDP grew by 3.8–3.9% in 2024, driven by domestic consumption, private and public investment, and increased capital expenditure. This growth brought stability and competitiveness to the Serbian economy and generated higher demand for advertising space, particularly in the construction and infrastructure sectors.

Purchasing power also increased, supported by a 9% rise in wages, 9.2% growth in gross investment, and stabilized inflation at 4%, which encouraged brands to invest more in advertising. Investors found Serbia especially attractive for major infrastructure and energy projects, such as the Balkan Stream pipeline. Notably, in 2024 Serbia attracted a record FDI inflow of more than €5.2 billion and, for the first time, achieved an investment-grade rating according to Standard & Poor’s.