As internet competition and budget cuts for advertising continue to impact the media landscape due to economic deceleration, the media business in Albania is experiencing year-on-year growth.
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Data published by INSTAT indicates that the "Activity of publications and program production" reached 7.6 billion lek (approximately 72 million euros) in 2022. This marks the highest level of revenue ever recorded by media outlets in the country. Compared to the previous year, the annual turnover of this segment increased by approximately 12%, Monitor reports.
The primary source of revenue for this segment is advertising expenditures made by various businesses.
The activity of publications and program production employed nearly 2500 individuals in 2022, with a minimal increase of 4.5%, according to INSTAT.
Television Dominates the Market
Further data compiled by Monitor from reported revenues by major media outlets in the country indicates that television networks dominate the market. For the ten television stations that reported data, the total revenue in 2022 was 5.6 billion lek (approximately 52 million euros), with a decrease of 4.6% compared to the previous year.
In this manner, television stations generate around 72% of the revenue from the activity of publications and program production. The remaining portion goes to print media, online media, and radio.
In the television segment, Klan and Top Channel continue to dominate, accounting for over 60% of the total turnover and being the only ones reporting revenue levels ranging from 12-18 million euros. For other operators, the maximum threshold is around 4 million euros.
"TV Klan" remained the largest television operator in the country in terms of revenue, reporting an annual turnover of nearly 2.1 billion lek in 2022, with a slight increase of 1.4% compared to the previous year, according to official balance sheet data.
"Top Channel" maintained its second position, with total revenues of 1.44 billion lek. Compared to the previous year, this television station experienced a 9% decline in revenue.
"Vizion Plus" rose to the third position after dropping to fourth in 2021. Its revenues were 436 million lek, with an expansion of 20.4%, exhibiting the best performance in this segment.
"TV A 2" dropped to the fourth position from third place the previous year. Revenues increased by 6% to 414 million lek.
"News 24" reported a revenue decline of 12.9%, reaching 347 million lek.
"ABC News" experienced a 14.5% decrease in annual turnover, falling to 346.7 million.
"Euronews" declared revenues of 216 million lek (-24%).
"Syri TV" was the only news television to report revenue growth of 15% to 145 million lek, but it recorded losses.
Despite the challenges posed by economic slowdown and shifting advertising trends, the media industry in Albania demonstrates resilience and adaptability, as evidenced by the steady growth and dynamic shifts within the television market.