The media market in 2022, Slovenia

As predicted, digital in Slovenia keeps growing. In January 2022 we had 1.61M social media users which is 11% more than the same period in 2021. While Facebook, YouTube and Instagram are still the most popular platforms, TikTok is getting increasingly more popular among the younger generation. It is not just social media that keeps progressing: here are also positive YoY changes on e-commerce, online food delivery and digital media downloads and subscriptions (such as video games, video on demand, e-publishing and digital music). 

Because of this digital growth some of the radio stations are becoming more than just a radio. They have their own social media profiles (mostly Facebook, Instagram and TikTok) that are using them to show their working culture but also for advertising, sponsorships and prize games.

Digitalisation of OOH advertising is also becoming more widespread and trendy with new premium formats available in Slovenia. Another media trend of the last couple of years is outstanding OOH creatives, that quickly catch the attention of the consumer with different insertions and shapes.

As digitalisation is happening all around us, it is quite expected that print is decreasing throughout the years. Lifestyle or special themed magazines still hold the highest share between print editions, but they are also moving to the web with dramatic titles fishing for clicks and fighting for the consumers attention. Interestingly, TV as a traditional media still holds the crown in the Slovenian media mix as TV advertising still now is seen as some prestige and good image for the brand. On another note, addressable TV while available in Slovenia is still not that popular. In 2023 we are expecting further growth of digitalisation in all media spheres.