Global Media Intelligence 2024: Central and Eastern Europe

What’s Inside

The Central and Eastern Europe region of the Global Media Intelligence (GMI) Report includes poll results from Bulgaria, Croatia, the Czech Republic, Hungary, Poland, Russia, Romania, and Turkey. The polling was conducted by consumer research firm GWI in H1 2024. Click each link to view charts displaying the following metrics:

• Average time spent with media
• Video-on-demand (VOD) viewers
• Social media/messaging users
• Digital audio listeners
• TV viewers
• Traditional media users
• Vlog/influencer viewers
• Creator/influencer membership site users
• Device ownership
• Smart TV owners
• Smartphone and tablet owners

Central and Eastern Europe in Perspective

Central and Eastern Europe generally lagged all other regions in many categories across time spent with media and adoption of digital activities.

Russia is the biggest country in the region by far and has an outsize impact on consumer trends in the market. The war in Ukraine has led to many digital service providers exiting the market (or being restricted from operating), which has affected adoption of key digital behaviors (e.g., streaming music and video). Also, poor economic conditions have led to lower ownership rates of nice-to-have digital devices.