The Media Market in Serbia 2024

In 2024, the Serbian media market underwent several structural changes, which are expected to continue into 2025, largely influenced by social and political developments in the country.

Starting with the Regulatory Authority for Electronic Media (REM): this year, REM adopted over a dozen new regulations covering media licensing, political advertising rules, and the protection of human rights in broadcasts. All media outlets were required to register detailed ownership and editorial information with the Business Registers Agency. Draft amendments to the Law on Advertising were also introduced to align Serbia with the EU’s Audiovisual Media Services Directive, providing clearer rules for digital advertising. In October 2024, further amendments to the Advertising Law were announced, currently under public discussion. Proposed changes include a ban on advertising by betting companies and organizers of games of chance on Google platforms, YouTube, and internet portals.

Television maintained a stable share of 48% of AdEx, with over 300 TV stations operating, while online continued to increase its share at the expense of traditional media. Online growth was strong, reaching 24% in 2024 compared to 2023. The total estimated net value of the advertising market in 2024 was €274 million, with €135 million spent on television, €75 million on digital, €35 million on OOH, and the remainder split between radio and print.

Average daily TV viewing has declined over the past few years (live data). However, consolidated data shows a slight increase in 2024, with viewers spending slightly over 5 hours per day watching TV. Television remains more trusted by older audiences, which helps sustain these viewing levels. For context, the average age of male viewers is 42.5 years, while female viewers average 45.3 years. The situation is quite different among younger audiences, who are driving trends and shaping the future media landscape.