What do citizens in Serbia really expect from their media, and who do they trust? The main findings of the comprehensive study Media User Preferences in Serbia were presented through a panel at Radio Days, a conference of regional and local radio media outlets organised by the Association of Radio Stations “RAB Srbija”, bringing citizens’ perspectives into a discussion on the future of the media sector.

The presented research, conducted in cooperation with the Regulatory Authority for Electronic Media in Serbia,  highlighted the importance of understanding audiences not only through assumptions about media consumption, but through empirical evidence about their actual habits, expectations and needs. In that sense, the discussion helped place citizens more firmly at the centre of conversations about media development in Serbia.

In the context of a gathering dedicated to regional and local radio broadcasters, the findings offered an important basis for reflection on the place of radio within a rapidly changing media environment. The discussion highlighted the broader transformation of media consumption in Serbia, including strong generational differences, growing audience fragmentation and the increasing role of digital platforms. At the same time, it reaffirmed that traditional media continue to play an important role where they provide credible, relevant and accessible content that remains close to the everyday interests of audiences.

Report on Media User Preferences is available in English and in Serbian language.

The panel was implemented through the Action “Protecting freedom of expression and of the media in Serbia (PROFREX)”, implemented by the Division for Co-operation on Freedom of Expression, under the joint European Union and the Council of Europe programme “Horizontal Facility for the Western Balkans and Türkiye”.