For entertainment and relaxation, Romanians access social media platforms, radio, podcasts, and television

Miruna Macsim 05/07/2023 | 13:35

The most recent study conducted by Reveal Marketing Research aimed to identify the perceptions and attitudes of Romanians regarding various mass media channels, the main sources of information used in their daily lives, the motivations behind these choices, and the types of content preferred by them.


  • The top sources of information accessed by Romanians consist of television (70%), social media (68%), and online press (56%);
  • 5 out of 10 Romanians would be willing to pay extra for access to relevant and quality information;
  • The average time spent by most Romanians on social media, TV, or listening to the radio is 1-3 hours per day.

Although television remains the most accessed information channel (70%), traditional media (television, radio, newspapers) is losing ground to the online environment

According to the data from Reveal Marketing Research, the top sources of information accessed by Romanians consist of television (70%), social media – Facebook, Instagram, etc. (68%), and online press – news websites, portals, etc. (56%). Other alternatives mentioned by respondents include radio (38%), podcasts (24%), or print media – newspapers/magazines (23%).

As a trend, those under 45 years old prefer the online environment to a greater extent compared to people over 45 years old. For example, for 80% of young people aged 18-34, social media is the main source of information (compared to 68% of the total sample), while 85% of those over 55 prefer television (compared to 70% of the total sample).

Internet platforms are the best resources for personal development, while traditional media remains the main source of information to stay up to date with the news

Looking at the motivations behind the choice of different sources of information, the desire to stay informed about news and important events leads most Romanians to use television (77%), online press (77%), radio (73%), or print media (70%). As a general trend, mature individuals over 55 years old use all sources to a greater extent in order to stay up to date with the news and events.

To find out more about topics of personal interest (technology, fashion, sports, etc.), the most accessed sources of information are social media (57%), print media – newspapers, magazines (57%), online press (56%), or podcasts (56%). In this regard, men prefer print media as well as online media to a greater extent (60% vs. 52% women), while women prefer podcasts (61% vs. 50% men).

In their desire to develop knowledge and learn new things, most Romanians choose podcasts (62%), especially women (67% vs. 55% men) and young people aged 18-24 (83%), online press (41%), or social media (39%).

Regarding the entertainment and relaxation aspect, the most mentioned sources are social media (54%), radio (52%), podcasts (44%), and television (41%). Social media is considered more of an entertainment source by young people aged 18-24 (61% vs. 54% of the total sample), while television is considered as such by those over 55 (51% vs. 41% of the total sample).

5 out of 10 Romanians would be willing to pay extra for access to relevant and quality information

The growing impact of online mass media is undeniable, with 44% of respondents stating that they follow online press on a daily basis, to a lesser extent among young people aged 18-24 (21%), while 37% access it several times a week. In terms of podcasts, 47% of Romanians access them occasionally, less than once a week, especially young people aged 18-24 (71%), while 31% access them regularly, more than once a week.

Furthermore, video streaming platforms have become more popular than ever in recent years, with 52% of respondents currently owning at least one such subscription personally or within their household. The content available on these platforms is most commonly viewed using the television (77%), smartphone (63%), or laptop/PC (44%), and the average usage time is 1-3 hours per day for 6 out of 10 users.

Regarding other communication channels, most Romanians state that they spend an average of 1-3 hours per day on social media (40%), watching TV (39%), and listening to the radio (33%). In the case of print and online press, 5 out of 10 Romanians mention accessing them for less than 1 hour per day.

Access to quality content is also very important, with half of the respondents (50%) mentioning that they would be willing to pay a subscription to access relevant and quality information, especially those aged 25-34 (62%). The amount that most people would be willing to spend ranges from 20-50 lei (34%) or 10-20 lei (31%).

The preferred types of content based on the accessed source of information

When watching television, Romanians prefer either relaxing by watching movies/series (70%) and entertainment content (67%) or getting informed by watching documentaries and educational shows (66%), debates and political analysis (62%), or talk shows (62%). Radio is mainly used for music content (46%), while print media is preferred for obtaining political and economic information (24%), sports information (23%), or information about technology and science (20%).

Social media is a frequently used channel to access information about hobbies and personal interests (45%), memes and humorous content (43%), information about followed public figures (42%), information about celebrities and entertainment (42%), or information about fashion and lifestyle (41%). On the other hand, online press is preferred for information about technology and science (42%), political and economic information (39%), or education and personal development (39%). Podcasts are accessed for interviews with personalities (30%), interviews with experts in various fields (27%), or education and personal development (26%).



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