Kosovo’s population census of 2024 shows that there are fewer people in Kosovo compared to a decade ago. However, the average age of the population, currently standing at 34, is relatively young, which explains the massive use of social media as a means of information and communication.
Although television remains the main source of information, social media, especially Facebook and Instagram, are slowly becoming alternative sources of information.
This research aims to analyse the changing trends in the media use and media trust in Kosovo. This section summarizes the main trends affecting journalism, media, and democracy in the country.
The number of students of journalism and communication at the University of Pristina has remained the same in the past three years. Its Department of Journalism had 250 students in 2023/2024. Two other private universities provide journalism studies but their student numbers are not available.
The number of journalists has been increasing in recent years. The Kosovo Journalists Association has 720 members, including reporters, camera operators, and freelance journalists. The majority of members (65%) are women. Although membership is increasing, forming trade unions or being part of trade unions is not popular among journalists in the country.
The number of registered attacks and violations of journalists rights has been growing in recent years. A total of 74 cases were reported in 2023, which is twice as many compared to 2022.
National regulation in the media sector has not been updated since 2012. An attempt was made in 2024 when a new law on media was adopted in the Parliament, but it was challenged in the courts. The contested law provides new definitions of different types of the media (online, broadcast, video-sharing platforms, video on demand).
The number of online news media has been growing, as well as the number of television stations. However, a negative trend has affected the print media. No daily or weekly newspapers or magazines are published in the country.
Media transparency of ownership of broadcast media is regulated in the country as well as media concentration. Less information on media ownership is available on the online news media.
The value of the advertising market is small for the large number of media. Latest data suggest that the total value is 15 million euros. Television still has the largest share in the value of the national advertising market, but the share of online media has been increasing.
Media financing from the public budget is not specifically regulated. The public service broadcaster receives more than 90% of its budget from the state. Community media sometimes receive public money through subsidies and grants.
The public service broadcaster allocates time in its programming for minority groups. All recognized ethnic minorities have their own programmes in the output of the public broadcaster.
In 2023, television still had the largest audience reach, but online media and social networks are increasing their reach, especially among young people. Facebook, Instagram and TikTok are the most used video sharing platforms.
Kosovo is almost at the bottom when it comes to ranking in the Media Literacy Index among European countries. In 2023, it was ranked in 40th place in a list of 41 countries.
The Democracy Index, Rule of Law Index and Media Freedom Index have been improving but the level of perceived corruption index remains almost the same.
Key data on the media and journalism are missing, especially in terms of audience and market analysis.
