Spark Foundry Report: Shifting Trends in Social Media, Streaming, and the Rise of confidence in TV News in Romania

The latest edition of the Romanians New Media Adoption report, conducted by Spark Foundry’s Data Intelligence team, a media agency part of Publicis Groupe Romania, reveals a notable shift in media consumption habits among urban internet users. While online activities are declining, trust in traditional TV news has increased, signaling a renewed reliance on traditional media.   Internet vs. TV: 45% of users prefer watching news on TV, with increasing trust in this medium compared to online sources. Meanwhile, 41% search online for products seen in TV commercials. Decline in Digital Engagement: Most online activities have seen a downturn, with the sharpest drops in online gambling, news consumption, and payments. However, online payments remain the most popular activity, followed by information searches, online shopping, and social media usage. Media Preferences: Younger audiences (18-24) favor online video platforms (YouTube), social media, and podcasts, while those aged 35+ remain loyal to traditional TV and radio. Printed press is gaining traction among the 25-34 age group. Streaming Platforms Evolution: Netflix leads in popularity, followed by HBO Max and Disney+, with Smart TVs being the preferred device for accessing these platforms. Social Media & E-commerce: 80% of users find the product tags on social media useful, driving a growing trend of purchasing directly through Instagram pages.   "In the context of a busy period in terms of events, both in the sports and electoral fields, there is a noticeable increase of trust in TV news, to the detriment of those distributed online. This trend reflects a return to traditional sources, which are often perceived as more credible or thoroughly verified. We also observe a decrease in simultaneous online activities among those watching TV programs, suggesting a more focused and attentive consumption of information delivered on the small screens.   However, recent experiences remind us that the influence of social media remains considerable and cannot be ignored. Even though television seems to have regained ground, online platforms continue to play an essential role in shaping public opinion due to the speed and dynamism with which they distribute information. Thus, it is essential to be aware that both traditional and digital media significantly impact how we perceive and understand the surrounding reality", stated Madalina Badea, Head of Data Insights, Spark Foundry.   This study offers a comprehensive overview of the preferences and behaviors shaping media consumption in Romania, providing valuable insights into trends across various demographics.   It is part of Focus On: New Media Usage, a series of reports that track the evolution of media consumption behaviors based on quantitative studies. This report was conducted in October 2024, being the second of the two annual reports in the series.   Attention to Different Media Types   Urban internet users continue to prioritize information from online video platforms like YouTube, followed by traditional television and video-on-demand services. These trends have shown a steady evolution compared to the spring wave. Information provided by radio and online press has seen a decline in attention, while printed press has registered a notable increase.   Classic TV content primarily attracts individuals aged 35 and older, while radio captures the attention of people aged 35-55 years old. Online press draws the attention of users aged 45 and above.   Younger audiences, particularly those aged 18-24, are most engaged with content on online video platforms (YouTube), video-on-demand services, social media, and podcasts. Meanwhile, those aged 25-34 show greater interest in printed press. Podcasts appeal to individuals aged 35-44, while those aged 45-55 prefer online video (YouTube), video-on-demand platforms, and printed press, for their information needs.   Media Behavior – TV vs. Internet 6 out of 10 urban internet users continue to watch TV with their family, but fewer now watch video streaming platforms together. Additionally, 32% watch TV shows or online videos for children, marking a decline compared to the previous wave. Only 45% of the urban internet users prefer watching the news on TV rather than reading it online, although we see an increasing number (vs. spring wave) of those who trust TV news more than the online environment.   Around half of urban internet users multitask on the Internet while watching TV, but 44% say they only access the Internet during commercial breaks. 31% use social networks to comment on TV shows and series, while 29% enjoy voting by SMS during their favorite programs.   When seeing a commercial on TV, 41% search for information about the product online, and 35% prefer using social networks over search engines to find details about products and services.   For 40% of users, social media has become their primary source of entertainment. People aged 35-55 are more likely to watch TV or streaming platforms with their family and prefer TV news over online news. Meanwhile, those aged 18-44 tend to use social media for entertainment and look for product information on social networks rather than search engines.   Younger viewers, aged 18-24, mostly access the Internet only during commercial breaks, often to comment on social media about the TV shows and series they watch. Like those aged 45-55, they frequently search online for information about products they see in TV commercials.   Searching for Information on the Internet   A negative trend is observed across all types of online information searches, with the largest decline in text-based searches. Significant decreases are also noted in searches based on images and in direct searches on TikTok and Instagram.   People aged 45 and over primarily search for information online using text, while those aged 25-44 are more likely to use image and voice-based searches. Individuals aged 45-55 frequently search directly on YouTube for information.   Younger users display different behaviors: those aged 18-24 gather information mainly from Instagram, while those aged 25-34 turn to TikTok for direct searches. Additionally, searches directly on retailer websites are more common among people aged 18-24 and 35-44.   Ways to explore new music Around half of urban internet users discover new songs, artists, and musical styles from official YouTube artist channels, while 4 out of 10 find them through TV or radio.   30% discover new music from background tracks in videos posted by others on social networks, and 23% use music streaming apps for this purpose. Those who turn to YouTube channels for new music are mainly aged 18-24 or 35-55, while background music on social media appeals to users aged 18-24 and 35-44.   Younger people, aged 18-24, are more likely to discover music through streaming apps, while those aged 45-55 rely on radio, and those over 55 primarily find new music on TV.     Evolution of Digital Activities   This wave reveals a decline in most online activities, with the highest decrease observed in online gambling, followed by a diminution in reading online news and a reduction in online payments.   Despite its downward trend, online payments remain the top digital activity, followed by searching for non-news information, online shopping, and social media usage.   Main Reasons for using Social Media   Social media platforms continue to be the primary way to stay connected with friends and to relax during free time, although the use of social media for relaxation and filling spare time has experienced a significant decline, reaching its lowest point to date.   There have also been notable decreases in using social media to stay updated on the activities of favorite brands or to support social causes.   People aged 45 and over, as well as those aged 18-24, primarily use social media to stay connected with friends, while those over 55 turn to social media for relaxation, filling spare time, or supporting social causes. People aged 45 and over also use social media to keep up with news about family, friends, or colleagues.   Younger users, particularly those aged 18-24, use social media for its diverse content, posting pictures and videos, making new friends, joining communities, discovering new trends, and staying updated on their favorite brands. Those aged 25-34 use social media more for following celebrities and influencers, while users aged 35-44 are more likely to search for products they intend to purchase.   Social Media platforms   Aside from the slight decreases observed on Facebook, Instagram, and Pinterest, there were no significant fluctuations compared to the previous wave, with TikTok maintaining the same usage levels as in the last two waves. Facebook remains the most used platform, particularly among people aged 45 and over.   Users aged 18-34 are more drawn to platforms like Instagram and TikTok, while those aged 35-44 show a stronger preference for Pinterest and Clubhouse. X (Twitter) is favored by those aged 18-44, while Tinder and Reddit are predominantly used by the younger demographic, particularly those aged 18-24.   Romanians Favorite Type of Content on Social Media   Images, videos, and, to a lesser extent, articles continue to be the most popular content types on social media, although they have all registered a negative trend. Images and text are particularly favored by users aged 18-24 and over 55, while videos and articles are more popular among those aged 45 and older.   Instagram stories are the most popular content type for users aged 18-24, while those aged 25-34 prefer gifs. Users aged 35-44 tend to favor audio content.   Activities on Instagram   Following the posts of friends and acquaintances has seen a significant decline compared to previous waves, losing its top position in favor of following Instagram stories and sharing second place with reacting to pictures or videos, due to a notable increase in the latter activity.   Tracking celebrities/influencers and joining online communities are the activities with the greatest growth compared to the previous wave.   Engaging with Instagram stories, interacting with celebrities/influencers, participating in contests/giveaways, joining online communities, reacting to polls/questions on stories, and using filters are primarily activities of users aged 18-24. Users aged 25-44 tend to prefer posting Instagram stories.   Users aged 35 and over are more likely to react to pictures and videos and engage with sponsored/promoted ads. People aged 45 and over prefer following posts from friends or acquaintances or sharing various videos.   Attending live shows of celebrities/influencers, swiping up in stories, and using/watching IGTV are activities more common among users aged 35-44, while those aged 45-55 tend to post photos more frequently.   TikTok and influencer campaigns   The growth in awareness of influencer campaigns stopped in October 2024, returning to the level seen in May 2023. The most distinctive and memorable campaigns were associated with music, tourism, beauty and fashion, as well as gastronomy. However, aside from music-related campaigns, all other categories experienced a decline compared to the previous wave.   Metaverse   Metaverse awareness has declined compared to the previous three waves. Currently, about half of urban internet users are familiar with the concept, with 63% expressing interest in exploring virtual experiences within the Metaverse.   30% discover new music from background tracks in videos posted by others on social networks, and 23% use music streaming apps for this purpose. Those who turn to YouTube channels for new music are mainly aged 18-24 or 35-55, while background music on social media appeals to users aged 18-24 and 35-44. Younger people, aged 18-24, are more likely to discover music through streaming apps, while those aged 45-55 rely on radio, and those over 55 primarily find new music on TV.     Evolution of Digital Activities   This wave reveals a decline in most online activities, with the highest decrease observed in online gambling, followed by a diminution in reading online news and a reduction in online payments. Despite its downward trend, online payments remain the top digital activity, followed by searching for non-news information, online shopping, and social media usage.   Main Reasons for using Social Media   Social media platforms continue to be the primary way to stay connected with friends and to relax during free time, although the use of social media for relaxation and filling spare time has experienced a significant decline, reaching its lowest point to date.   There have also been notable decreases in using social media to stay updated on the activities of favorite brands or to support social causes.   People aged 45 and over, as well as those aged 18-24, primarily use social media to stay connected with friends, while those over 55 turn to social media for relaxation, filling spare time, or supporting social causes. People aged 45 and over also use social media to keep up with news about family, friends, or colleagues. Younger users, particularly those aged 18-24, use social media for its diverse content, posting pictures and videos, making new friends, joining communities, discovering new trends, and staying updated on their favorite brands. Those aged 25-34 use social media more for following celebrities and influencers, while users aged 35-44 are more likely to search for products they intend to purchase.   Social Media platforms   Aside from the slight decreases observed on Facebook, Instagram, and Pinterest, there were no significant fluctuations compared to the previous wave, with TikTok maintaining the same usage levels as in the last two waves. Facebook remains the most used platform, particularly among people aged 45 and over.   Users aged 18-34 are more drawn to platforms like Instagram and TikTok, while those aged 35-44 show a stronger preference for Pinterest and Clubhouse. X (Twitter) is favored by those aged 18-44, while Tinder and Reddit are predominantly used by the younger demographic, particularly those aged 18-24.   Romanians Favorite Type of Content on Social Media   Images, videos, and, to a lesser extent, articles continue to be the most popular content types on social media, although they have all registered a negative trend. Images and text are particularly favored by users aged 18-24 and over 55, while videos and articles are more popular among those aged 45 and older.   Instagram stories are the most popular content type for users aged 18-24, while those aged 25-34 prefer gifs. Users aged 35-44 tend to favor audio content.   Activities on Instagram   Following the posts of friends and acquaintances has seen a significant decline compared to previous waves, losing its top position in favor of following Instagram stories and sharing second place with reacting to pictures or videos, due to a notable increase in the latter activity.   Tracking celebrities/influencers and joining online communities are the activities with the greatest growth compared to the previous wave.   Engaging with Instagram stories, interacting with celebrities/influencers, participating in contests/giveaways, joining online communities, reacting to polls/questions on stories, and using filters are primarily activities of users aged 18-24. Users aged 25-44 tend to prefer posting Instagram stories.   Users aged 35 and over are more likely to react to pictures and videos and engage with sponsored/promoted ads. People aged 45 and over prefer following posts from friends or acquaintances or sharing various videos.   Attending live shows of celebrities/influencers, swiping up in stories, and using/watching IGTV are activities more common among users aged 35-44, while those aged 45-55 tend to post photos more frequently.   TikTok and influencer campaigns   The growth in awareness of influencer campaigns stopped in October 2024, returning to the level seen in May 2023. The most distinctive and memorable campaigns were associated with music, tourism, beauty and fashion, as well as gastronomy. However, aside from music-related campaigns, all other categories experienced a decline compared to the previous wave.   Metaverse   Metaverse awareness has declined compared to the previous three waves. Currently, about half of urban internet users are familiar with the concept, with 63% expressing interest in exploring virtual experiences within the Metaverse.   The highest increase was observed among users who follow the pages of brands or influencers that use the product tag function for items they promote. Additionally, there was an increase in those who now purchase products directly from Instagram pages, without needing to visit the online store, and those who, when clicking on a tagged product on social media, often end up making a purchase.   Romanians and gaming activities   The most significant activities include playing/downloading free video games and playing/downloading games on smartphones, both of which have shown a negative trend. On the other hand, there has been a positive evolution in activities such as playing games on social networks, using subscription services like XBOX LIVE, PlayStation Plus, or Steam, and streaming live content related to their gaming style.   Users aged 18-24 and 45 and older tend to engage in playing/downloading free video games or playing/ downloading games on their smartphones, while those aged 18-34 are more likely to stream live content based on their gaming style. Subscription services like XBOX LIVE, PlayStation Plus, or Steam are primarily used by individuals aged 18-44, whereas gaming on social networks is more common among those aged 18-24 and 35-55.   Regarding the game partners, those aged 18-24 are more likely to play games with friends, while users aged 35-44 are more inclined to engage in network games with strangers. Additionally, individuals aged 25-34 are the primary group buying video games from online stores.   Despite the overall downward trend, 4 out of 10 urban internet users are still searching for their preferred type of game. A notable drop has occurred among those who value game customization, while there has been a positive shift in the importance placed on game graphics/design.   People aged 25-34 and those over 55 are particularly interested in their favorite types of games. For individuals aged 18-34, recommendations from friends, colleagues, or acquaintances, as well as the game's graphics/design, play an important role. Those aged 18-44, on the other hand, prioritize the game's storyline or recommendations from gaming influencers.   For younger users, particularly those aged 18-24, the popularity of the game is a key factor in their choice, while for those aged 25-44, the ability to customize the game is more important. Additionally, people aged 18-24 and those over 55 are more likely to seek out free video games.   Online communities   Although the negative trend persisted, urban internet users still primarily join online communities to connect with people who share similar interests. However, a positive shift was observed among those who engage more actively within these communities, creating connections and friendships. Additionally, there was an increase in users who feel they have gained more benefits since joining a brand's community.   Local targeting and Proximity Events   The data show a decrease compared to previous waves in the percentage of people using app functions to search for events in their vicinity. However, there was no significant fluctuation compared to the spring wave regarding those who use the local targeting function and find it useful.   A slight increase was observed among those who would consider attending an event if they saw a post on a brand's social media about an event happening nearby. On the other hand, there was a decrease in the number of people who would seek additional information about such events.   Events posted on social networks by brands continued to attract the most interest from people aged 45-55 years old. Those most likely to consider attending these events are individuals aged 18-44 years old, with a significant portion of the younger audience, aged 18-24 years old, expressing a strong likelihood of attending these events.       Romanians and Smart TVs   Among urban internet users, 87% report having at least one Smart TV in their household. Of these, 31% exclusively watch online content, such as YouTube, Netflix, HBO, Voyo or others. This represents a slight increase, resulting in a decline among those who watch both traditional TV and online content, now at 51%. With no significant changes compared to the previous wave, most urban internet users (59%) reported watching ads displayed during TV channel viewing on their Smart TVs.   A positive trend was observed among those who viewed ads displayed while navigating the Smart TV menu for opening specific applications. In contrast, a negative trend was noted for ads watched during online video streaming.   Ads displayed during TV channel viewing on Smart TVs were most frequently seen by individuals aged 18-24 and those aged 45 and older. Meanwhile, users aged 18-34 primarily encountered ads while navigating the Smart TV menu, but they also noticed ads during online video streaming, a trend similarly observed among those aged 45-55.   An increase was observed compared to the previous wave among those who exclusively watch online content on Smart TVs through subscription-based platforms (e.g., Netflix, HBO, Voyo). This leads to a decrease among those who combine subscription-based viewing with free content. Individuals aged 18-24 and those over 55 tend to access both types of online content, with or without a subscription. Meanwhile, those who exclusively access online content without a subscription are primarily aged 25-34. A higher proportion of users aged 45-55 exclusively access subscription-based online content on their Smart TVs.   Video on Demand   49% of urban internet users have at least one subscription (personal or in the household) for video streaming platforms, with the majority accessing content via Smart TVs (77%).   An increase compared to previous waves has been observed among those accessing video streaming platforms through their smartphones.   Netflix remains the most popular streaming platform, experiencing a slight increase compared to the previous wave. It is followed at a distance by HBO Max, which saw a decline. Disney+ ranked third, showing growth, surpassing previous levels. In contrast, both SkyShowTime and Voyo experienced significant decreases compared to the previous wave.   Methodology   The study was conducted by the Data Intelligence team of the media agency Spark Foundry, using the CAWI (Computer Assisted Web Interviews) method, on a sample of 801 male and female internet users aged 18 and older, living in urban areas, during the period of October 23-28, 2024.   Publicis Groupe Romania, present on the local market for 25 years, is the largest marketing, communication, and digital transformation group in Romania, based on the synergy between Creativity and Technology. The group provides clients access to the most advanced Services and Tools focused on four areas of expertise: Communication, Media, Data, and Technology.   With solid expertise in all relevant business verticals, Publicis Groupe Romania ensures, through its business model - Power Of One - a fluid management of Resources and Skills allocated to each Client individually.   In its portfolio, Publicis Groupe Romania includes some of the most powerful marketing and communication agencies in the world: Publicis, Leo Burnett, Saatchi&Saatchi+The Geeks, MSL The Practice, Zenith, Starcom, and Spark Foundry.