Key regions: United States, China, Japan, United Kingdom, Germany
The Media market in Croatia has been experiencing significant growth and development in recent years.
Customer preferences: Croatian consumers have shown a strong preference for digital media platforms, with a growing number of people accessing news, entertainment, and other content online. This shift in consumer behavior can be attributed to several factors, including increased internet penetration, the widespread use of smartphones, and the convenience of accessing content anytime and anywhere. Additionally, there is a growing demand for personalized and interactive content, which has led to the rise of streaming services and social media platforms in the country.
Trends in the market: One of the key trends in the Croatian media market is the increasing popularity of streaming services. With the availability of high-speed internet and a wide range of content options, consumers are opting for on-demand streaming platforms such as Netflix, Amazon Prime Video, and local platforms like HRTi and Nova TV. This trend is driven by the convenience and flexibility offered by these services, as well as the desire to access a diverse range of content, including international TV shows and movies. Another significant trend in the media market is the growing influence of social media. Platforms like Facebook, Instagram, and YouTube have become important channels for news consumption, entertainment, and advertising. Croatian consumers are increasingly relying on social media platforms to stay updated on the latest trends, connect with others, and discover new content. This trend has also led to a shift in advertising strategies, with businesses leveraging social media influencers and targeted advertising to reach their target audience.
Local special circumstances: Croatia's media market is unique due to its relatively small population and the dominance of local players. While international media companies have a presence in the country, local broadcasters and publishers continue to play a significant role in shaping the media landscape. This has resulted in a diverse range of content offerings that cater to the specific interests and preferences of Croatian consumers.
Underlying macroeconomic factors: The growth and development of the media market in Croatia can be attributed to several underlying macroeconomic factors. The country has experienced stable economic growth in recent years, which has contributed to increased consumer spending and a higher demand for media services. Additionally, the government has been supportive of the media industry, implementing policies and regulations that promote competition and innovation. These factors, combined with the digital transformation of the media industry, have created a favorable environment for the growth of the media market in Croatia. In conclusion, the media market in Croatia is witnessing significant growth and development, driven by changing customer preferences, emerging trends in the industry, local special circumstances, and underlying macroeconomic factors. The shift towards digital media platforms, the popularity of streaming services and social media, and the influence of local players are shaping the media landscape in the country. With the continued growth of the Croatian economy and the increasing adoption of digital technologies, the media market is expected to further expand 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.
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