The Media Market in Slovenia 2023

In terms of media types, the shift towards digital platforms and online news consumption continues, reflecting global trends in media consumption habits. Social media advertising remains strong, with a focus on Facebook, Instagram, and YouTube. It is rumored that TikTok advertising will become available from Summer 2024, which means that social media budgets are expected to expand. A slight decrease in Meta budgets may also occur, but this remains to be seen.

Despite the ongoing growth of digital media, TV remains the most widely used medium for advertisers, accounting for 39% of the yearly advertising budget. Television networks are concentrating on producing local content, such as reality and TV shows, that captivate viewers.

In the Slovenian media market, radio remains steady with consistent advertising budgets. Many radio stations maintain a strong presence on social media platforms, engaging with their audience even when listeners are not tuned in, which helps them build a stronger brand. While some local radio stations are being acquired by larger networks, they still boast significant reach. Notable examples include City Radio and the newly launched Toti Radio in the region of Štajerska.

Traditional print media continues to face challenges, with declining readership and advertising revenues, prompting some outlets to invest more heavily in digital offerings. OOH remains steady and continues to work on its digitalization.

Distribution of advertising spending by media types (2023 net, eur M)