Media Consumption in Georgia: Key Trends and Changes

Media Consumption in Georgia is an initiative-based comprehensive study conducted as part of the “Beside 2024” project, which our company regularly implements. The goal of the study is to analyze the behavior and consumption habits of the population in relation to services and products.
Below are the key trends in media consumption across various channels.

Overall Media Consumption

From 2019 to 2024, the total volume of media activity in Georgia remained at 9.5 hours per day. Time spent watching television has decreased by an average of 11% since 2019. Nevertheless, TV remains the leading media channel, with an average viewing time of 3 hours and 54 minutes per day. Average time spent on the internet is 7 hours and 58 minutes per day.

There has been a significant increase in mobile internet usage. As of July 2024, 93% of the population uses mobile internet. Social media applications have also gained popularity, with 92% of the population having accounts on social media, and 81% accessing them at least once a day.

From 2019 to 2024, the total reach of print media in Georgia dropped by 50%, while the average audience per issue nearly halved. This decline in interest was seen across all categories, from news to entertainment magazines. The usage of print media stands at 11%.

Ranking of Major Social Networks:

Facebook remains the most popular social network. 92% of the population have an account, which is 2% more compared to 2023. 80.5% access Facebook at least once a day.

Instagram: 59% have an account, a 42% increase compared to 2023. 43% visit the platform daily.

Threads: 7% have switched to this new platform, and 4% visit it daily.

TikTok: 55% have an account, a 35% increase compared to 2023. 37% use TikTok daily.

X (Twitter): 18% have an account, a 72% increase compared to 2023, but only 6% visit it daily.

VK: 14%, with daily activity at 6%.

Telegram: This platform is gaining rapid popularity, with 55% of the population using it and 37% being active daily.

LinkedIn is also becoming more popular, with 18% of the population having an account, a 157% increase compared to 2023. 7% access the platform daily.

YouTube: The platform’s monthly reach among the 18-64 age group is 87%.

Radio:

Radio is the only channel where a decline in audience was observed over the last few years. The lowest point was reached in 2020 when radio listeners made up 18% of the population. However, since 2022, the number of radio listeners has been growing, primarily due to car radio use. Currently, 27% of the population listens to the radio. The main interests include music (58%), news broadcasts (28%), and other content (14%).

Average listening time has increased to 1 hour and 68 minutes.

Television:

Despite its declining popularity, television remains the most far-reaching media channel. According to GAMMA data, in 2024, 84% of the population watched television at least once a month, and 71% watched daily. The daily reach of television has decreased by 6% since 2019, reflecting the overall decline in TV viewership over the past five years.

Connection methods to television:

Televisions — 72%

Smartphones — 42%

Laptops — 18%

PCs — 9%

Other devices — 12%

Viewing methods:

Traditional TV — 71%

Social networks — 42%

Direct visits to websites — 14%

Streaming platforms — 12%

Other methods — 11%

Search Engines:

87% of the population actively uses search engines.

Google is the most popular search engine, used by 79% of the population.

Opera ranks second with 31%.

Fireworks is used by 18%.

Yandex has a 10% user base.

Conclusion:

Technological advancements have significantly impacted media consumption: the channels through which news and entertainment are accessed have shifted towards the internet, and this has affected advertising formats as well. Time spent watching television has decreased, while time spent on the internet has increased. Despite the decline, television remains an important media platform, alongside messengers, social networks, search engines, and video services.

The penetration of the internet, the widespread use of smartphones, and digital media platforms have led to a transformation in media consumption in Georgia. The smartphone is becoming the primary screen for simultaneously accessing all types of media.

Source: GAMMA, Beside media 2024, Total Georgia, N=1600