Country Reports & Data

North Macedonia

Considerations of Key Actors Key Facts & Trends Dataset

The Number of Media

↑GROWING

Number of National TV Channels

↓DECLINING

Online Media Share in National Advertising Market

↑GROWING

Media Dependence on State Funds

↑GROWING

Summary of Considerations by Key Actors

Ethics, Trust, and Public Interest Should Prevail in the Digital Age

In recent years, the media sphere in North Macedonia has recorded slow progress, due less to systemic reforms and more to partial shifts in regulation driven by lobbying efforts from the media community and international actors. Аlthough international indicators of media freedom suggest a favourable environment for media operations, and point to an upward trajectory, the sector continues in practice to face persistent structural challenges. These include stagnation of the media industry, fragile financial sustainability, inconsistent adherence to professional standards, and an ongoing need to improve the socio-economic status of journalists.

This analysis explores citizens’ perceptions of the media and journalism, their views on the media market and its financing, as well as their media-use habits, levels of trust in the media, and perceptions of democracy in the country. It builds on the findings and trends identified in the 2024 research, which collected and analysed quantitative data on these issues.

The most significant development in the media sphere in North Macedonia during 2025 was the legal recognition of online media through their inclusion in the formal definition of media. This step is expected to introduce greater order into the online media environment, enhance transparency of ownership, and help strengthen professional standards. Under the pressure of new technological and informational trends, journalism and the media are undergoing transformation, in both form and content, as well as in the platforms used for distribution. This also entails shifts in the understanding of the role and function of the media, as well as their significance within society. Instead of serving merely as “transmitters” of information, now easily accessible through numerous other channels, the media are increasingly expected to strengthen their educational role, promote critical thinking among audiences, and prioritize the public interest.

The socio-economic status of journalists should be continuously advanced viaimprovement of working conditions in newsrooms and greater acknowledgement oflabour rights on the part of media owners and the state.
Rapid technological and information changes impose the need for adapting the ethical andprofessional standards to the new digital environment, as well as creating specificguidelines for the media and journalists in terms of the use of artificial intelligence.
The interest of young people in studies in journalism, communications, and media is drastically decreasing due to the weak link between studies with the labour market, the poor economic situation in media, and the inherent risks to this profession. It is necessaryto modernize the study programmes and curricula which should be in line with the newlyemerging environment, as well as making it possible to interlink with the media industry.
Disinformation and non-compliance with ethical standards are often evident in online media, thus there is already a wide discussion in the media community about the legal definition of the status and functioning of the online media.
Ownership transparency in broadcast media is at a high level, which is not the case in internet media, as the latter are outside the legal scope. The legal solution for pluralism in media ownership does not correspond to the new digital environment, therefore changes are needed that will enable development of the media market and industry consolidation.
Funds from the state budget for paid political advertising during elections and public interest campaigns have increased in recent years and represent a significant source of funding for many media outlets. The above increases media dependence on state funds, as well as the possibility of corruption and media clientelism.
Professional media organizations and the civil sector support the idea of establishing a fund for the development of media pluralism, to serve as an independent mechanism for developing projects and contents of public interest. Such approach will encourage diversity, quality, and independence in the media industry.
In the media landscape, there are not enough media and/or programmes that represent ethnic groups, marginalized groups, and persons with disabilities, while non-profit media is one of the most underdeveloped segments therein.
Trust in institutions, including in the media, is very low, due to the high level of systemic corruption, disinformation, non-transparency, and weak effectiveness of institutions.
Media literacy is included in formal education as a systemic approach to teaching, but awareness of its importance should be promoted more among all age groups and segments of society.
Transparent and efficient policies, comprehensive analyses, and overarching strategies are needed to cover all segments of the media market, including the digital sphere. The limited media market adversely affects the economic situation of the media, resulting in a lack of evident development of pluralism, diversity, and independence of the media in the audiovisual media sphere.

North Macedonia

Vesna Nikodinoska

Authors

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Executive Summary

Deprived Media Market, Low Ethical Standards, Need for Effective Legislation

This analysis presents the situation in the media field, the new trends, and the critical areas that can affect the development of the media sphere in North Macedonia as well as democracy. The poor media market, disinformation, ineffective regulation, and growing dependence of media on state funds are some of the key challenges that can hinder the development of the media industry in the country.

The economic potential of the market cannot ensure the development of the audiovisual sphere and long-term sustainability of media. However, increasing institutional mechanisms are making the media more and more financially dependent on the state budget and increase the possibility of media clientelism and political influences. Disinformation and disregard of ethical standards, especially in the digital environment, bring a need for fundamental basic regulation in this segment. Additionally, in terms of the broader socio-political framework, systemic corruption and non-transparency of institutions reduce trust in institutions, including the media.

As a result, the state shows a weak democratic capacity to effectively deal with the above-mentioned negative practices and lack of support for the development of the media sphere. These issues limit citizens’ access to quality information and control over institutions.

The following conclusions can be drawn from the data analysis:

The socio-economic status of journalists should be continuously advanced viaimprovement of working conditions in newsrooms and greater acknowledgement oflabour rights on the part of media owners and the state.
Rapid technological and information changes impose the need for adapting the ethical andprofessional standards to the new digital environment, as well as creating specificguidelines for the media and journalists in terms of the use of artificial intelligence.
The interest of young people in studies in journalism, communications, and media is drastically decreasing due to the weak link between studies with the labour market, the poor economic situation in media, and the inherent risks to this profession. It is necessaryto modernize the study programmes and curricula which should be in line with the newlyemerging environment, as well as making it possible to interlink with the media industry.
Disinformation and non-compliance with ethical standards are often evident in online media, thus there is already a wide discussion in the media community about the legal definition of the status and functioning of the online media.
Ownership transparency in broadcast media is at a high level, which is not the case in internet media, as the latter are outside the legal scope. The legal solution for pluralism in media ownership does not correspond to the new digital environment, therefore changes are needed that will enable development of the media market and industry consolidation.
Funds from the state budget for paid political advertising during elections and public interest campaigns have increased in recent years and represent a significant source of funding for many media outlets. The above increases media dependence on state funds, as well as the possibility of corruption and media clientelism.
Professional media organizations and the civil sector support the idea of establishing a fund for the development of media pluralism, to serve as an independent mechanism for developing projects and contents of public interest. Such approach will encourage diversity, quality, and independence in the media industry.
In the media landscape, there are not enough media and/or programmes that represent ethnic groups, marginalized groups, and persons with disabilities, while non-profit media is one of the most underdeveloped segments therein.
Trust in institutions, including in the media, is very low, due to the high level of systemic corruption, disinformation, non-transparency, and weak effectiveness of institutions.
Media literacy is included in formal education as a systemic approach to teaching, but awareness of its importance should be promoted more among all age groups and segments of society.
Transparent and efficient policies, comprehensive analyses, and overarching strategies are needed to cover all segments of the media market, including the digital sphere. The limited media market adversely affects the economic situation of the media, resulting in a lack of evident development of pluralism, diversity, and independence of the media in the audiovisual media sphere.