The revenues of the 10 main television stations in the country reached about 6.8 billion lek in 2025, or about 70 million euros.

Compared to the previous year, revenues marked a slight increase of 3%, after a decline of 0.5% in 2024, but remained far from the double-digit growth rate of 14% recorded in 2023.

The data was processed by Monitor, based on the financial statements of the companies submitted to the National Business Center. The operators' revenues come mostly from advertising and the broadcasting of signals.

The two largest television stations, “TV Klan” and “Top Channel”, continue to clearly dominate the television market, together accounting for 63% of the market in 2025.

Of the nine television stations that reported their 2025 financial statements, only two recorded a decline in revenues, while the others managed to achieve slight, single-digit growth.

Although they may have a significant impact through their audience, television stations, especially news channels, are not highly profitable businesses, with the exception of the two largest ones. In 2025, the combined financial result of the nine television stations was only 550 million lek (less than 6 million euros), while four of them recorded losses.

Excluding the loss-making television stations, profits amounted to 836 million lek, with 87% of this amount belonging to “Klan” and “Top Channel”. Compared to 2024, most television stations improved their profits, which nevertheless remain very low in relation to the capital employed and their revenues.

For years, the market has been in a state of crisis, as the economic slowdown and the lack of new companies entering the country have affected advertising budgets and, consequently, television revenues.

Another impact has come from the development of digital platforms, where advertisers are allocating larger portions of their budgets to reach more targeted audiences. The television business appears to be facing significant competition from the shift of advertising toward social networks and direct marketing through influencers.

Earlier, the tax authorities announced that they had launched an investigation into 100 individuals and entities regarding income earned from social platforms. These include Facebook, TikTok, YouTube, Instagram, Google and PayPal. The tax authorities announced that, based on preliminary verifications, around 33 million euros in income was suspected of being undeclared.

This amount is equivalent to 47% of the revenues generated by the 10 television stations in 2024, with business advertising being their main source of income.

The lack of audience measurement is also a problem. “Although there is currently a lack of officially published data on total advertising investment across various media, it is still easily discernible that the television media market absorbs the largest part of this investment.

This fact makes the television media market attractive from the point of view of investors, but at the same time there are barriers of both a regulatory and financial nature,” the annual report of “Top Channel” states.

“The lack of a formed market encourages theoretical predictions, while the lack of audience measurements increases the cost of segmentation,” the annual report of “Vizion Plus” emphasizes.

The television market also requires continuous investment, which is not sufficiently supported by its revenues and profitability.