The Political Environment of the Media Market in Bulgaria 2024

Bulgaria continued to experience political instability, holding seven parliamentary elections between 2021 and 2024 – including two in 2024 alone – due to repeated failures to form stable governments. This ongoing uncertainty placed additional strain on the media market, which was further shaped by economic dependencies and political influence.

Media spending remained concentrated among a few dominant players, limiting revenue opportunities for smaller outlets. A major disruption occurred in May 2024 with the introduction of a legal ban on betting advertisements, significantly impacting both small media organizations and larger media groups. Only out-of-home (OOH) vendors remained unaffected – and in some cases, even benefited.

Amid these challenges, Bulgaria’s full accession to the Schengen Area marked a key political milestone, bringing with it expectations of economic growth and increased regional integration.