Podgorica, (MINA) – Televisions have the largest audience in Montenegro with almost 95 percent of citizens following this type of media on monthly basis, according to a survey conducted by IPSOS on behalf of the Agency for Audiovisual Media Services (AMU).

The public opinion survey on trust in the programs of Montenegrin broadcasters, presented in Podgorica on Tuesday, is available at the link: https://amu.me/wp-content/uploads/2025/12/AMU-Istrazivanje-javnog-mnjenja-o-povjerenju-u-programe-crnogorskih-emitera-decembar-2025.pdf. 

 

 

IPSOS representative Vladimir Raicevic said that the survey was conducted from October 25 to November 11, on a sample of 1,041 respondents.

“The data indicate that television has the largest audience in Montenegro, watched by almost 95 percent, the Internet by almost 90 percent, while social networks are used on monthly basis by 82 percent of population”, Raicevic said.

 

According to him, television as a dominant medium has the largest audience with almost three quarters of the population watching television programs daily, while only six percent of citizens almost never watch television.

Raicevic added that radio, often overlooked by both researchers and advertisers, still demonstrates its relevance with more than one third of the adult population listening to that medium every day.

He noted that print media is in a significant problem and has been in decline for years, with almost 60 percent of the adult population not following print media at all.

Speaking about the use of the Internet, Raicevuc said that it is used very often by more than three quarters of the Montenegrin population.

He added that the research showed that seven out of ten adult citizens use digital media as a source of information.

Raicevic warned that the fact that social media are one of the three most followed sources of information, used by almost half of the citizens, represents a danger to both society and the media.

“As the main source of information, the unequivocal leader is TV Vijesti, which more than 40 percent of citizens consider the primary source of information, followed by TVCG 1 with almost 30 percent, followed by Nova M, Prva, TV E and local public broadcasters”, said Raicevic.

He said that the majority of the public believes information broadcast on domestic television programs can be trusted.

Discussing the part of the survey regarding the objectivity, independence and professionalism, Raicevic said that a significant number of citizens believe that the media are not independent of political and economic influences.

He added that, according to the survey results, 48 percent of respondents do not agree that media reporting is mostly independent of political and state influence.

 

Director of the Agency for Audiovisual Media Services (AMU), Suncica Bakic, said that the modern media environment requires monitoring of audience behavior and that different aspects of measuring the audience’s attitude towards media content provides a complete picture of the role of the media in society.

“Trust shows how accurate and reliable citizens perceive certain sources”, added Bakic.

According to her, although the AMU is legally obliged to publish media trust surveys once a year, the survey presented on Tuesday is part of the wider responsibility of the Agency to provide the public with reliable and comparable data.