Social Media Dominates as Trust in Information Declines in Montenegro

According to a recent study by the **Center for Civic Education (CGO)**, social media remains the most widely used source of information in **Montenegro**, but public trust in the information shared on these platforms is declining. The research, part of the project “Media for Democracy: Strengthening the Independence of RTCG for Montenegro’s Future,” received support from the **Ministry of Foreign Affairs of the Kingdom of the Netherlands**.

The findings reveal that in **2025**, **34.8%** of respondents reported frequently using social media, while **30.7%** used it often. This represents a decrease from **2024**, when **40.1%** of individuals reported very frequent engagement with social media. The study points to a potential shift in user habits and possible fatigue among the audience, as more people indicate they rarely follow social media.

Internet Portals Gain Popularity

In contrast to social media, internet news portals are experiencing growth in usage. The study indicates that **32.7%** of citizens now frequently access these portals, with **21.7%** using them very often. Notably, the proportion of individuals who do not follow these portals at all decreased from **20.7%** in **2024** to **14.1%** in **2025**. This trend underscores the strengthening role of online news portals as a central source of information, particularly for current affairs.

Traditional media, however, continues to lose its audience. The research reveals that **50.3%** of respondents do not engage with print media at all, while **19.6%** do so very rarely. Radio also sees diminished interest, with **28%** tuning in rarely and **24.2%** very rarely. Television, while still part of daily life for a significant segment of the population, has also recorded a decline. Only **28.5%** of citizens report watching it often, and just **21.5%** do so very frequently, both figures lower than in **2024**.

Demographic Disparities in Media Consumption

Media consumption in Montenegro is strongly influenced by age and educational background. Print media is most popular among individuals aged 65 and older, with **31.4%** following it frequently or very frequently. Conversely, young people aged 18 to 24 show almost no interest, with **95.8%** stating they never or rarely engage with print media. A similar pattern is observed with radio, which is predominantly accessed by those with basic education (29.6%) and the elderly (28.7%), while the youth show the least interest, with **89.3%** not tuning in.

Television remains the most utilized medium among older demographics, with **83%** of those over 65 watching it frequently or very frequently. Young adults, by contrast, exhibit a negative engagement rate of **76.7%**. The trend reverses with digital media; individuals with higher education are the most active users of internet portals, with **74.1%** reporting regular use, while those over 65 are the least engaged, showing a negative rate of **75.1%**.

The generational divide is especially pronounced when it comes to social media. Young users are highly engaged, with **93.6%** frequently accessing these platforms. In stark contrast, the older population largely avoids social media, with **79.7%** indicating they do not use it.

Changes in media consumption habits also reflect a shift in the type of content citizens prefer. Entertainment content is the most consumed, with **29.1%** of respondents favoring it, followed closely by informative and political content at **27.5%**. This marks a notable decline from **2024**, when the percentage for political content stood at **33%**. Sports content remains stable at **15.4%**, while documentary content has increased from **7.1%** in **2024** to **11.9%** this year. Educational (4.1%) and cultural content (5.6%) continue to attract minimal interest, although there is a slight upward trend.

Despite high usage rates of social media, trust in the information disseminated through these channels is on the decline. The average trust rating in **2025** stands at **2.64** on a scale of 1 to 5, down from **2.8** in **2024**. This shift indicates a growing skepticism toward digital content.

The survey highlights that **26.8%** of respondents use Facebook, **25.1%** use Instagram, and **18%** use YouTube. Both TikTok (14.8%) and the platform X (4.4%) have seen declines since **2024**. Notably, **5.5%** of respondents stated they do not use social media at all, marking a new trend compared to previous years.

CGO emphasizes that these findings indicate an urgent need to strengthen professional standards, accountability in journalism, and media literacy. This effort is crucial for empowering citizens to make informed decisions in an increasingly complex media landscape.