The radio segment in the CEE in 2023

In 2023, the radio and podcast segment in Central and Eastern Europe (CEE) displayed notable resilience and adaptation amidst a shifting media landscape. Radio advertising captured 4% of total media investments on a regional level, amounting to almost 490 million euros, with a 12% growth compared to the previous year.

Poland remained a stronghold for radio, with over 84% of the population listening weekly and online platforms gaining traction alongside traditional stations. Serbia's radio market is seeing consolidation, with major players like Maxim Media Group leading ad spending. This competitive environment is highlighted by the awarding of a nationwide frequency to Radio Lola. 

Across the region, radio's integration into digital platforms and social media enhances engagement, especially among younger audiences. While traditional radio continues to thrive, the emerging podcast landscape signals a dynamic shift, allowing advertisers to explore innovative ways to reach consumers. The rise of podcasts is particularly evident in Slovenia and Slovakia, where brands are increasingly integrating into podcast content through sponsorships and product placements, tapping into niche audiences.

The share of radio in the overall ad spending, 2023