The Media Market in Romania 2024

In 2024, the Romanian media market continued to transform under the combined pressures of the economic environment, political influences, and digital advancement. Valued at approximately €862 million, the market grew by around 12% compared to 2023, driven by electoral campaigns and major sporting events, including Euro 2024 and the Olympic Games.

Television remained the primary communication channel, attracting 57% of advertising budgets. However, TV reach continued to decline year on year, with the mature 65+ audience sustaining – and in some cases increasing – viewership during Prime Time.

Digital media experienced the fastest growth, capturing over 33% of the market, fuelled by heavy investment in social media, short-form video, and targeted campaigns. Platforms such as TikTok and Instagram have become essential for marketing strategies, particularly among younger audiences. Digital investments grew approximately 20% year-on-year, with international platforms dominating, and mobile devices accounting for over 80% of internet access.

Amid inflation and the economic slowdown, brands became more selective, prioritizing higher-yield channels. Print continued to decline, falling to less than 1% of the total media market.

Video-on-demand platforms – both international and local – saw subscriber growth. Some services remain ad-free (Netflix, Disney+, Amazon Prime), while others have introduced advertising (MAX, Sky Showtime). The leading local platform, VOYO (owned by Pro TV), experienced a peak in subscriptions during the European Football Championship.

A notable issue in 2024 was the growing political influence over media. Political parties invested significant funds in press outlets, especially TV channels, often without transparency, purchasing editorial space that was sometimes not clearly marked. This practice undermined public trust in editorial independence.