Croatia's media landscape – Between foreign players, tabloids and declining quality

Croatia's media landscape – in a country with just under four million inhabitants – has been in a state of constant flux since independence in 1991, and especially since joining the EU in 2013. What promises diversity is, in reality, a market increasingly suffering from sensationalism, a decline in quality, and growing pressure.

Foreign media companies dominate

Two major groups dominate the print market: the Austrian Styria Media International , represented by publications such as "Večernji list" and "Nacional," and Europa Press Holding , which publishes titles like "Globus" and "Jutarnji list." The role of these players is ambivalent: on the one hand, they provide capital and infrastructure; on the other, critics argue, they invest too little in journalistic training or the long-term protection of local newsrooms. The German WAZ Group even withdrew from the market – it was deemed no longer economically attractive enough.

Television: Between Public Service and Tabloid Television

The public broadcaster HRT transmits four national television and three national radio programs, as well as several regional and international channels. Alongside this, strong commercial providers like TV Nova and RTL established themselves. The latter focus on news formats such as "Dnevnik Nova" and "Vijesti," which achieve high viewership – though often with highly sensationalist content. Channels like RTS (Serbia) and RTW (Vojvodina) are also present; RTW broadcasts in ten languages ​​and has a reach of over 20%.

Copy-paste instead of research

The quality of the content is suffering: Oliver Vujovic (SEEMO) speaks of a "clear decline." Many articles are copied, taken directly from news agencies, or based on social media – instead of independent research. In-depth analyses, critical questions, or comprehensive fact-checking are often lacking. The result: superficial reporting and growing distrust among the population.

Investigative online journalism is on the rise

Despite these developments, there are glimmers of hope: Independent online portals like Index.hr regularly report critically on corruption, mismanagement, and government failure. They have increasingly taken on the role formerly held by public broadcasters or quality newspapers. But they, too, are subject to attacks – for example, through coordinated online campaigns and hundreds of negative comments that highlight societal polarization.

A history of resistance

A look at the past shows that independent journalism has a long tradition in Croatia. The satirical weekly newspaper Feral Tribune (Split, 1980s–2008) was considered a leading critical publication, was sued and attacked multiple times – and ultimately failed due to a lack of funding. This case illustrates that critical journalism rarely survives without external support. However, this support declined sharply after Croatia's accession to the EU.

Advertising as a control instrument

Furthermore, the advertising market plays a problematic role: Media owners are under pressure from advertisers not to cover sensitive topics. This creates "no-go zones" where journalists are not allowed to report – even when the topic is clearly relevant.

Regional influence and cultural tensions

Although Croatian companies are economically active in neighboring countries, their media influence remains limited. In contrast, cultural exchange is striking: Croatian pop music is regularly played on Serbian radio – but the reverse is rarely the case. Relations with the EU and Austria have also changed: While they were once considered "best friends," skepticism now prevails – fueled by political commentary and debates such as those surrounding Schengen enlargement.

A fragmented media space with potential

Croatia's media landscape remains a reflection of societal tensions: shaped by economic interests, political pressure, and journalistic self-censorship – but also enlivened by courageous individual projects that defend journalistic integrity. The future lies in strengthening these structures – local, digital, and independent.