This INFOGRAPHIC shows the dynamics of the activity and reactions of the digital media audience, to the current topics in January 2022. This report uses data from the platform of Pikasa agency.

As in the previous period, the "Covid 19 vaccine" topic remains in the focus of the public and incites significant activity from the digital audiences. Although with a drop of -11% in the volume of announcements compared to December 2021, the "Covid 19 vaccine" topic in January 2022 caused more than 312k reactions from the audience, which is an increase of +27% from the previous month.

It is interesting to note that a significant part of the reactions on the subject of the "Covid19 vaccine" in January, were related to the "Djokovic A.O. incident" topic (~ 53k/17%), due to the Djokovic's vaccination status controversy. Globally, public reactions to the events in Melbourne have proved as the major factor in the final court decision of the case.

The Melbourne drama, as any good drama, developed in three acts, which sparked major spikes of interest and reaction among domestic audiences, as seen from the graphic depiction of digital media activity during the saga. The peaks of domestic audience interest in the fate of the famous tennis player, dominated over local topics with over 40k reactions to the published texts, and were "hotter" then the cold radiators and the reactions to the "Central Heating" topic, which culminated on the day of BEG's public announcement when they reached a figure of about 23k, and ended the uncertainty about the conditions and continuation of the heating season.

"The Agreement with Bulgaria" topic, continuously holds domestic public attention and causes a number of polarized reactions among the audience. In January, however, the volume of distributed texts on the topic had a drop of -12%, and a -7% drop in the total number of reactions, compared to the previous month. Greater interest in the topic was sparked by former Foreign Minister Nikola Dimitrov's statement about his colleague Osmani, as well as the US congresswoman's statement which mentioned a proposal for sanctions on Bulgaria.

Of the political topics, the "Ukraine-Russia Conflict" was dramatically emphasized at the end of January, which generated great interest and +70% growth in published articles and texts on the topic compared to December, followed by a +162% growth in audience reactions. The greatest interest and activity of the digital audience was recorded on January 24th, when a Defense Minister Slavjanka Petrovska issued a statement of support for the NATO alliance. On that day, reactions to published items on the topic exceeded 44k, and reached over 18% of the digital audience's total activity.


Since the volume of published items and texts significantly vary for each of the analyzed topics, it is interesting to compare the relationship between the numbers of published items on a particular topic, with the number of reactions they provoked in the audience. This relationship gives us the average number of likes, comments and sharing of an item on a particular topic.

This number provides an additional perspective of topic’s public interest and reactions. The following table shows the total number of published texts as well as the total number of engagements, for each of the analyzed topics.

 According to the average number of reactions per item, it can be concluded that on average, the highest audience activity was initiated by texts on the topics: "The Agreement with Bulgaria" (on average 54 reactions per item), followed by the "Djokovic AO incident" topic (on average 52 reactions), and the "Central Heating" topic (on average 43 reactions).

The texts on the topics: "Conflict in Ukraine" and "Covid19 Vaccine", on average caused a significantly lesser number of reactions (33 and 21, respectively).


 “” is a digital platform of the Pikasa agency, offering 24/7 integrated monitoring of digital space, based on algorithms that collect data on a daily basis from over 2,500 media and social media channels in the Western Balkans (Macedonia, Albania, Serbia, Montenegro, Kosovo and Bosnia and Herzegovina)