Media Consumption

Television remains the primary source of information for the general public in BiH, although younger generations increasingly rely on online media and social networks. A March 2021 IPSOS poll conducted for the Resilience project in collaboration with Mediacentar Sarajevo revealed that 71% of respondents use television daily for news, while 50% turn to social networks (Facebook, Twitter, Instagram, YouTube), and 33% follow online media, such as web portals, online magazines, and news blogs.

This research indicated age as a significant factor influencing information sources. While 88% of respondents aged 60 and above watch television daily for news, only 45% in the 18–29 age group do so. A study by Mediacentar Sarajevo on youth media consumption habits showed identified online media (65%) as the primary information source among young people, followed by social networks (28%). Television was the choice of only 1.5% of young respondents. The study also indicated that young people prefer social media, relying on scrolling and peer-sharing rather than directly searching for information on topics of interest. Non-professional content creators, such as YouTubers, are popular among young people in BiH.

The IPSOS poll exposed differences in media consumption habits and trust based on ethno-national lines, with audiences tending to trust media outlets that portray their group in a positive light.

According to the Communications Regulatory Agency, 95.6% of people in BiH use the internet. A recent study conducted by this agency and the Council of Europe on adults’ media consumption habits in the country showed that 87% of respondents use the internet, primarily through smartphones (93%). On average, adults spend 19 hours per week online, with younger respondents aged 18-24 spending an average of around 4 hours and 2 minutes per day online.

Despite widespread internet usage, there are concerns about the lack of media and information literacy skills among citizens. A 2019 study by Mediacentar Sarajevo revealed that while young people are aware of disinformation, they struggle to identify biased reporting or disinformation. The study on adult media consumption habits in BiH indicated that only 24% of adults believe in their ability to identify false information, while 64% claim some ability to do so and 8% believe they are unable to identify false information.