Media

Revenue in the Media market in Bulgaria is projected to reach US$847.10m in 2024.
The largest market of this market within the country is TV & Video, which is expected to have a market volume of US$326.90m in 2024.
In a global context, the highest revenue will be generated the United States, with a projection of US$541.20bn in 2024.
Furthermore, in the Media market in Bulgaria, 27.26% of total revenues is anticipated to be generated through digital Media market by 2029.
Bulgaria's media landscape is increasingly embracing digital platforms, shifting traditional broadcasting towards online content consumption and personalized viewer experiences.

Definition:

The media market encompasses a diverse array of platforms and channels that facilitate the creation, distribution, and consumption of content, such as news, entertainment, and information. It includes traditional outlets like television, radio, and print publications, as well as digital platforms like social media, streaming services, and online news websites. This market plays a central role in shaping public discourse, cultural trends, and the dissemination of information on a global scale, making it a critical component of modern society.

Structure:

The market consists of several parts, namely Books, Games, Music, Radio & Podcasts, Newspapers & Magazines and TV & Video. These markets encompass digital and traditional revenues.

Additional Information:

The market comprises revenues, users, average revenue per user, penetration rates and advertising spendings. Revenues are generated through purchases, subscriptions, consumer spending or ad spendings. Key players of the market are companies, such as Netflix, Spotify, Activision or Amazon.
Market numbers for all the digital markets can also be found in the Digital Media topic.

Traditional media with non-digital revenues from TV, radio, music, print, and video games
Digital media with digital revenues from OTT video, music streaming, video games, digital versions of Newspapers & Magazines with ePapers & eMagazines, and eBooks

Movie theater ticket sales
Public licence fees collected in form of a tax (e.g. income tax in the Nordic countries)
Demo/trial versions
Esports & gaming advertising revenues

The Media market in Bulgaria has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in the Bulgarian media market have shifted towards digital platforms, with an increasing number of consumers accessing news, entertainment, and other media content online. This trend can be attributed to the widespread availability of internet access and the growing popularity of smartphones and other mobile devices. As a result, traditional media outlets such as newspapers and television channels have faced challenges in retaining their audience and advertising revenue. In line with global trends, there has been a rise in demand for personalized and on-demand content in Bulgaria. Streaming services, such as Netflix and Amazon Prime Video, have gained popularity among Bulgarian consumers who are looking for a wider range of entertainment options. This shift towards streaming services has also led to increased competition among local and international media providers, as they strive to offer unique and engaging content to attract and retain subscribers. Another notable trend in the Bulgarian media market is the growing influence of social media platforms. Social media has become an important source of news and information for many Bulgarians, with platforms like Facebook and Twitter playing a significant role in shaping public opinion. This trend has presented both opportunities and challenges for media companies, as they seek to leverage social media to reach a wider audience while also facing criticism for the spread of misinformation and fake news. Local special circumstances in Bulgaria have also contributed to the development of the media market. The country's transition to a market economy in the 1990s resulted in a diversification of media ownership, with a multitude of private media outlets emerging. This has created a competitive landscape in which media companies must innovate and adapt to survive. Additionally, Bulgaria's membership in the European Union has opened up opportunities for cross-border collaborations and investments in the media sector, further driving growth and development. Underlying macroeconomic factors, such as GDP growth and disposable income levels, have also played a role in the development of the media market in Bulgaria. As the economy has improved in recent years, consumers have had more disposable income to spend on media and entertainment. This has created a larger market for media companies to tap into, leading to increased investment and expansion in the sector. In conclusion, the Media market in Bulgaria has been shaped by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. The shift towards digital platforms, the demand for personalized and on-demand content, the influence of social media, and the competitive landscape have all contributed to the growth and development of the market. With continued advancements in technology and evolving consumer behavior, the media market in Bulgaria is likely to undergo further changes and innovations in the coming years.

Data coverage:

The data encompasses B2C enterprises. Figures are based on media spending (on traditional media as well as digital media). All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.