Out of 2,182 media outlets in Serbia, 1,180 are online portals, while the number of print media is almost half that.
In Serbia, a total of 2,182 media outlets were registered in 2024, of which 1,180 were identified as online media. Compared to 2018, the number of television stations increased from 211 to 217, news agencies rose from 23 to 31, while the number of radio stations decreased from 309 to 268, and print media dropped from 863 to just 468, as highlighted during the presentation of the Media Association's study "The Right Measure of Media 2025."
Dejan Radosavljević from Ipsos presented data indicating that the internet continues to grow consistently, primarily driven by social networks, followed by internet portals.
According to him, television and digital media are the dominant forms of media, considering that citizens of Serbia spend an average of eight hours a day in front of small screens.
"The data over the years shows that radio has a stable audience in Serbia, which means that this medium is not facing decline, unlike print media, which continues to experience a decrease," Radosavljević stated.
He added that the total advertising budget for 2024 amounts to 274 million euros, of which 131 million went to television, 77 million to digital media, 14.4 million to print, and 15.4 million to radio.
On average, across the entire population, radio is listened to for 3 hours and 40 minutes daily. When looking at age groups, the duration for Generation Z is 2:32, Millennials 3:21, Generation X 3:50, Baby Boomers 4:13, and the Silent Generation 4:33.
Members of Generation Z spend the most time online—averaging 6:56 hours per day—followed by Millennials at 5:23, as the two generations that, conversely, spend the least amount of time watching television.
The most prevalent social networks are Facebook at 61 percent, Instagram at 52 percent, and YouTube at 48 percent.
Among messaging applications, Viber ranks first at 79 percent, followed by Facebook Messenger at 44 percent, and WhatsApp at 39 percent.
The study "Right Measure of Media" was published on the portal in August of this year and is available at [this link](https://pravameramedija.rs/images/blogs/Studija_Prava_Mera_medija_2025_BTD.pdf).
