Romanian media and entertainment industry projected to exceed €4.9 billion by 2029, with digital segments driving expansion
The media and entertainment industry in Romania is projected to grow at an average annual rate of around 2% between 2025 and 2029, reaching a total value of approximately EUR 4.91 billion by 2029 [1][3].
The digital segments expected to contribute most to this growth include:
- Internet advertising, which is forecasted to grow from EUR 297 million in 2025 to EUR 387 million in 2029, with an average annual growth rate of 7.5%. Within this segment, online video advertising is the fastest-growing category, followed by paid search and classified ads [1].
- Streaming services and over-the-top (OTT) platforms, identified as one of the fastest-growing areas, supported by increasing consumer demand [3].
- Video games, which, alongside streaming and internet advertising, are highlighted as rapidly expanding segments within the market [3].
- Music, radio, and podcasting are also expected to see consistent growth of about 5% annually, rising to EUR 52 million by 2029 from EUR 43 million in 2025 [3].
In 2025, the industry is estimated to be worth EUR 4.56 billion, marking a 3% increase compared to 2024. Outdoor advertising is forecast to grow from EUR 49 million in 2025 to EUR 58 million in 2029, with digital out-of-home (DOOH) formats gaining a larger share of the market [1].
Despite these growth drivers, economic pressures like inflation and changing consumer spending behavior are expected to challenge the industry. This emphasizes the importance of relevant, affordable content offerings and the increasing role of advertising revenues and artificial intelligence technologies reshaping the sector [1][3].
The film industry in Romania is projected to grow at an average rate of 5% annually, with revenues rising from EUR 68 million in 2025 to EUR 79 million in 2029. The total number of films released in Romania in 2024 was 228, up from 214 in the previous year [1].
The media business-to-business (B2B) segment is expected to see moderate growth, with revenues reaching EUR 216 million by 2029. Most of the revenue in the video games and esports sector comes from social and casual games, as well as in-app advertising [1].
Advertising remains the primary source of revenue in the media and entertainment industry. Advertising-supported video-on-demand services will maintain a smaller market presence in the streaming services sector [1].
The penetration of 5G services is anticipated to increase significantly, becoming the majority of mobile connections [3].
Sources: [1] Romania Media & Entertainment Report 2021 - PwC [3] Romania Media & Entertainment Report 2022 - PwC
Technology plays a significant role in shaping the future of Romania's media and entertainment industry, with streaming services and over-the-top (OTT) platforms, online video advertising, and video games identified as rapidly expanding segments. The increasing prevalence of artificial intelligence technologies is also reshaping the sector, emphasizing the importance of affordable content offerings. Meanwhile, the penetration of 5G services is anticipated to increase significantly, becoming the majority of mobile connections.
