Slovenia – media market 2025

In 2025, Slovenia’s media market continued to evolve through structural shifts in advertising investment and media consumption. While overall market conditions remained relatively stable, advertisers increasingly prioritised measurable, data-driven, and performance-oriented media environments.

Traditional media continued to face pressure. Television advertising declined by approximately 3% year-on-year, while print advertising fell by around 15% and radio by 10%, reflecting the ongoing shift of advertising budgets towards digital channels. In terms of digital investment structure, Slovenia continued to show a high concentration of spend within global platforms. Approximately 65% of digital advertising investment was allocated to platforms such as Meta and Alphabet, highlighting the dominance of walled gardens and automated buying systems. A key development in 2025 was the unusually early start of political advertising activity. Pre-election campaigns began significantly earlier than in previous cycles and were notably larger and more intensive compared to previous elections. This increased pressure on media inventory in late 2025 and early 2026. Certain campaign activities also continued beyond the election period. This created crowding effects, especially within the OOH channel, and contributed to the postponement of some commercial campaigns during the first quarter. Social media advertising reached a more mature stage, with advertisers focusing on efficiency and performance rather than audience growth. Creator-led content became increasingly integrated into media plans, while platform saturation and rising costs reinforced the importance of optimisation. Search behaviour also continued to evolve. While Google remained the dominant search platform, users increasingly discovered content through TikTok, Instagram, and YouTube, particularly among younger audiences. This shift highlights the growing importance of platform-based discovery and social search. Overall, 2025 reflected a market focused on optimisation rather than expansion. The growing dominance of global platforms, changing search behaviour, and increasing automation continue to reshape how media investments are planned and measured in Slovenia.