Media - Serbia | Statista Market Forecast

In Serbia, revenue in the Media market is projected to reach US$976.80m in 2024.
The largest market within this market in Serbia is TV & Video, which is expected to have a market volume of US$401.40m in 2024.
In global comparison, the highest revenue is anticipated to be generated the United States, with an expected figure of US$541.20bn in 2024.
Furthermore, in the Media market of Serbia, it is estimated that 23.89% of total revenues will be generated through digital Media market by 2029.
In Serbia, the media landscape is increasingly dominated by digital platforms, reflecting a shift in consumer engagement and content consumption habits.

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 Serbia has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Customers in Serbia have shown a growing preference for digital media platforms, such as online streaming services and social media. This shift in preference can be attributed to several factors, including the increasing availability of high-speed internet and the convenience of accessing content on-demand. Additionally, customers are increasingly seeking personalized and interactive experiences, which digital media platforms can provide.

Trends in the market: One of the key trends in the Serbian media market is the rise of online streaming services. Platforms like Netflix and Amazon Prime Video have gained popularity among Serbian consumers, who are now able to access a wide range of international content from the comfort of their homes. This trend has led to a decline in traditional television viewership and an increase in cord-cutting. Another trend in the market is the growing influence of social media. Platforms like Facebook, Instagram, and YouTube have become important channels for content consumption and advertising in Serbia. Businesses are leveraging social media to reach their target audience and engage with customers in a more interactive and personalized manner.

Local special circumstances: Serbia's media market is influenced by several local special circumstances. One of these is the country's political landscape, which has a direct impact on media ownership and freedom of the press. The concentration of media ownership in the hands of a few powerful individuals or organizations can limit competition and diversity of content. Additionally, the political climate can also affect the availability of independent and unbiased news sources.

Underlying macroeconomic factors: The growth of the media market in Serbia is also influenced by underlying macroeconomic factors. The country has experienced steady economic growth in recent years, which has led to an increase in consumer spending power. This, coupled with a growing middle class, has created a larger market for media products and services. Furthermore, the government has implemented policies to promote foreign direct investment and entrepreneurship, which has attracted international media companies to enter the Serbian market. In conclusion, the Media market in Serbia is developing rapidly due to changing customer preferences, such as the shift towards digital media platforms, and local special circumstances, including the political landscape. These trends are further supported by underlying macroeconomic factors, such as economic growth and government policies. As the market continues to evolve, it is expected that digital media platforms and social media will play an increasingly important role in the Serbian media landscape.

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.