Croatian media industry crisis

The Croatian media landscape is experiencing a significant crisis characterized by declining public engagement and financial instability. A study by the Media Agency indicates that approximately 52 percent of citizens intentionally avoid the news, a figure that rises to 56.1 percent when accounting for those lacking interest. Experts describe this as a collapse in public trust regarding the quality, reliability, and accuracy of news. Traditional outlets are struggling with failing business models and have been largely passive in adapting to the dominance of social media, which has become the primary information source for Generation Z.

Compounding these issues is a widespread trend of digital piracy. Research from the Croatian Association of Digital Publishers (HUDI) shows that while 80 percent of readers follow news portals daily, only about 9 percent maintain paid subscriptions. Nearly 69 percent of respondents admitted to accessing content illegally within the past year, including watching films, series, or sports on unofficial sites and using torrents. High subscription costs, subscription fatigue, and the perception that certain content is unavailable legally are cited as primary drivers. Furthermore, social norms regarding digital content are lenient, with 41 percent of respondents not viewing the bypassing of payments as a serious offense.