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Instagram influencers and TikTokers "block" televisions, revenues fall
2025-08-08 08:14:17 / EKONOMI&SOCIALE
The television sector in Albania is facing major challenges due to technological developments and changing preferences of young people.
Social networks and digital platforms are receiving more and more attention, changing the way people consume content and influencing the traditional television market.
This has also affected the advertising market, where advertisers are shifting more budget towards digital platforms to reach more targeted audiences.
The annual turnover of the 10 television stations that reported data in 2024 was 6.6 billion lek (about 67 million euros), with a decrease of 0.35% on an annual basis. (The balance sheets of Ora and Ora News, whose activity has been seized by the Agency for the Administration of Seized and Confiscated Assets and have not submitted their 2024 balance sheets, as well as those of Syri TV and Fax News, are missing).
A year ago, revenues had increased by about 14%. Of the 10 television stations that reported data, five saw annual revenue decline.
The television business appears to be facing significant competition from the shift of advertising to social networks and direct marketing through influencers.
The tax authorities announced earlier that they have launched an investigation into 100 individuals/entities for income derived from social platforms. These include Facebook; TikTok; YouTube; Instagram; Google; PayPal.
Tax authorities say that preliminary verifications suggest that around 33 million euros are undeclared. This amount is half of the income that the 10 television stations generated in 2024, with the main source being business advertising.
Oliver Petrovski from the New Moment agency claims that the influencer market has become so important that it is changing the budget destinations of large companies, a phenomenon that even television stations that have historically received the lion's share are feeling. "In Albania, this market is much more developed than in North Macedonia, for example."
In addition to stagnating revenues, television continues to remain an unprofitable business. 6 out of 10 television stations reported losses.
The market is dominated by two large television stations, "Tv Klan" and "Top Channel", which receive the majority of advertising budgets and manage to generate profits, albeit at minimal rates.
"Klan" and "Top Channel" continue to dominate, with around 64% of total turnover and are the only ones reporting turnover levels of 18-23 million euros.
For other operators, the maximum limit is around 6.5 million euros. These two televisions also have more stable financial results, with profit rates ranging from 6-13%.
The advertising market remains low, while the lack of entry of large companies in recent years, which would have contributed to the increase in marketing budgets, as well as the concentration of some campaigns on online platforms and influencers, have contributed to the significant contraction of revenue sources for most television stations in Albania.
"TV Klan" continued to be the largest free-to-air television station in the country in 2024. Revenues reached 2.3 billion lek, a contraction of 6.1%, after expanding by 19% the previous year. Profits were 311 million lek, down from 324 million lek the previous year.
“Top Channel” is the second largest in the country. Unlike Klan, Top Channel has managed to increase its revenues, also influenced by the audience brought by “Big Brother” programs. The television’s revenues were 1.89 billion lek in 2024, with an expansion of 7% on an annual basis, after an increase of 22% in 2023. Pre-tax profits were 157 million lek, up from 107 million lek the previous year.
“Media Vizion” (Vizion Plus) had a positive year, as it reported the highest growth in this market, by 16.4%, to 651 million lekë. Even a year earlier, the television had improved its annual turnover by 25%. However, profits remained minimal at 22 million lekë, up from 20 million lekë in 2023.
"TV A2" reported a 2.3% decline in revenue, to 446 million lekë, while profits were minimal, at 4.2 million lekë, the same result as a year ago.
ABC News continued to hold fifth place, where it had climbed since 2023. Revenue fell by 14%, to 292 million lek. The television station declared a loss of 34 million lek.
"Report TV" (MTSC) has climbed to sixth place for the first time, after increasing its revenues by 13%, to 292 million lek. The television station reported a loss of 22 million lek.
"News 24" has reported a 22% drop in revenue, to 258 million lek, dropping to seventh place and declaring a loss of 139 million lek.
"EuroNews" after the strong growth of last year declared a 33% contraction in revenues, to 194 million lekë. The company continues to incur losses since the beginning of its activity, which in 2024 deepened to 139 million lekë.
"Scan" television had stable activity, with a 5% increase in revenue of 119 million lek.
“MCN TV” (Johaniteri) had a positive year, reporting a strong 34% growth to 107 million lekë. However, the company reported a loss of 30 million lekë./ Monitor
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