Media Consumption

Kosovo's media landscape is marked by high penetration rates and evolving consumption patterns. Television remains the dominant medium for news consumption, contributing to the influence of TV owners. However, the rise of digital media and social networks underscores the changing dynamics, offering new opportunities for media outlets to shape public discourse and potentially redistribute power in the media landscape.

Kosovo has impressive media penetration rates in households and among individuals. Nearly all households have access to electricity (99.6%) and the internet (99.55%). Additionally, mobile cellular phones, including smartphones, are widely adopted, with a penetration rate of 98.79%. Radio and television are nearly ubiquitous, with a TV penetration rate of 99.72%.

While Kosovo lacks a standardised measurement system, findings from reputable research organisations offer valuable insights.Recent research indicates that TV stations are highly trusted sources of information for the majority of Kosovo's population, with an overall trust rate of 82%. Television stands out as the most utilised information source compared to radio, print, and online media. This trend contributes to the noticeable growth in the number of television channels established over time. Social networks (such as Facebook, Twitter, Instagram and YouTube) are in second place as a source of news and information (65%), followed by online media such as news web portals, news magazines and news blogs (45%), personal contacts (44%), radio (9%) and print newspapers/magazines (5%). 

TV stations are the most trusted sources of information for the majority of Kosovo's population, enjoying an overall trust rate of 82%. TV is the dominant medium for news consumption, with an overwhelming 82% of the population relying on it for information. Social networks like Facebook, Twitter, Instagram, and YouTube are the second most popular source of news and information, with 65% of the population turning to these platforms. Online media, including news web portals, news magazines, and news blogs, are consumed by 45% of the population. This reflects the growing influence of digital media in Kosovo's media landscape. Personal contacts play a significant role, with 44% of the population seeking information through interpersonal communication. Radio remains a relevant source of news for 9% of the population, though it lags behind television and digital platforms. Print newspapers and magazines have the smallest share, with only 5% of the population relying on them for news.