According to the Report on the Needs of Media Service Users in Serbia, conducted in cooperation with the Regulatory Authority for Electronic Media (REM), 10 percent of respondents named the N1 news channel when asked about their preferred media platforms and sources of information. Likewise, when asked whether there was a media outlet that fully met their interests, 10 percent of respondents answered: N1.
The research was carried out in cooperation with REM, with financial support from the European Union and the Council of Europe, as part of the project “Protection of Freedom of Expression and Media in Serbia (PROFREX).”
Instagram (16%) ranks as the most preferred platform, highlighting the growing importance of visual content, digital media, and social networks in how citizens access information.
It is followed by the national public broadcaster RTS (14%), which continues to hold significant influence. Ten percent of respondents named Pink TV (10%), as well as the N1 news channel (10%), according to the report.
TikTok (8%) and Facebook (8%) also feature prominently, confirming the importance of social networks as sources of news and information, though to a lesser extent than Instagram.
YouTube (5%) and television stations in general as a category (5%) have a significantly smaller share of users compared to the leading platforms.
Other television channels, such as Prva TV (4%), Happy TV and Nova S (each 3%), have an even smaller share, while traditional media such as radio stations (2%) and newspapers (2%) were cited by very few respondents as their primary source of information, the report said.
“N1 attracts more educated and critical segments of the population”
According to the report, when citizens were asked to identify a media outlet that fully meets their interests in terms of topics and content, responses revealed a strong polarization between traditional television channels and digital platforms.
The largest share of respondents cited Pink TV (16%) and RTS (14%), maintaining their position as the most recognizable and influential sources of information in Serbia.
These results indicate that traditional media, particularly television, remain dominant, especially among older and more conservative segments of the population who view TV as the most reliable source of information.
At the same time, Instagram (11%) and N1 (10%) rank highly, reflecting generational shifts in media consumption.
Instagram, as a platform that combines informational and entertainment content, is becoming increasingly important for conveying social and political messages, particularly among younger audiences.
N1, on the other hand, attracts more educated and critical segments of the population, especially those between the ages of 40 and 60.
Other media outlets – including TikTok (6%), YouTube (5%), Prva TV (5%), Nova S (5%), and Facebook (5%) – form a secondary tier of recognizable information sources.
The report indicates that citizens increasingly combine television and online sources, shifting toward platforms that offer faster, shorter, and more visually engaging content.
At the bottom of the list are specialized and smaller media outlets, such as online portals, radio stations, and print media, with minimal shares of 1–2%.
This finding confirms that public trust and attention are concentrated around a few strong media brands, while many smaller outlets have lost visibility.
The report concludes that there is no single “ideal” media outlet that satisfies the needs of most citizens. Instead, Serbia’s media landscape is deeply divided between traditional audiences who prefer television and digital audiences increasingly turning to social networks and online content.
Source: N1
