The Russia-Ukraine war has been a focal point of global media coverage, with different regions sourcing their information from various international, Russian, and Ukrainian outlets. Understanding how media sources shape public perception is crucial, not just for policymakers but also for everyday readers striving to separate fact from opinion. 

As media environments evolve, fostering transparency, critical thinking, and access to diverse perspectives will be essential in navigating the modern information landscape. Pikasa’s latest media monitoring report analyzes how news outlets across the Western Balkans (Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia, and Serbia) inform their audiences about the ongoing conflict. 

This analysis is powered by Pikasa’s Platform – Analytics.live, which identifies the most engaged news, while machine learning algorithms determine the sources referenced in these articles. 

The Role of International, Russian, and Ukrainian Sources in Media Coverage of the War 

The study, covering the most engaged 1,000 news articles per country across the Western Balkans from January to November 2024, categorizes sources into three primary groups: international, Russian, Ukrainian, and unsourced/domestic news. Comparing these results with media monitoring conducted at the beginning of the war in February 2022  Russia-Ukraine conflict media monitoring  (when 136.322 articles from +2000 outlets were analyzed) provides insights into shifting trends. 

Dominance of International Media 

International media sources, including Reuters, BBC, CNN, AP, and Radio Free Europe, continue to play a significant role in shaping narratives across all six countries. The highest reliance on international sources is seen in Kosovo (42.9%) and Bosnia and Herzegovina (42.1%), followed closely by Albania (42%) and Montenegro (40%). Serbia and North Macedonia show lower reliance at 38.5% and 15.5%, respectively. 

Comparing this with 2022 data, Serbia and Bosnia and Herzegovina previously had an even higher reliance on international media (54.1% and 51.5%, respectively), indicating a decline in their use of these sources. Montenegro's reliance on international media has also dropped slightly from 47.9% in 2022. Conversely, Kosovo, Albania, and North Macedonia have remained relatively stable in their engagement with Western news sources.  

 

Presence of Russian Media Influence 

Russian sources, such as TASS, Sputnik, RIA Novosti, and RT, have varying levels of influence across the region. Serbia (20.5%) and Bosnia and Herzegovina (15.6%) referenced Russian media the most, while Montenegro (13.3%) and North Macedonia (14.1%) followed closely. In contrast, Kosovo (3.6%) and Albania (4.7%) have a much lower share of Russian media sources. 

Compared to 2022, Russian media influence has significantly declined in Serbia, which previously relied on Russian sources for 27% of its war coverage. Montenegro also saw a drop from 25% to 13.3%, reflecting a shift away from Russian narratives. Bosnia and Herzegovina, however, shows an increase from 14% to 15.6%, suggesting a steady presence of Russian media influence. 

 

Limited Use of Ukrainian Sources 

Ukrainian media sources, including Ukrainska Pravda, Kyiv Independent, and Ukrinform, are significantly underrepresented across the region. The highest engagement is observed in North Macedonia (4.3%) and Albania (1.5%), while Serbia (2.6%), Bosnia and Herzegovina (1.4%), Kosovo (0.4%), and Montenegro (2%) exhibit even lower reliance. 

These figures are largely consistent with 2022 trends, where Ukrainian media penetration remained minimal. Despite the ongoing war, Ukrainian media has not substantially increased its foothold in the Western Balkans, suggesting limited audience engagement or outreach efforts. 

Sourcing vs. Domestic and Unsourced News 

Another critical aspect of the analysis is the share of sourced versus domestic and unsourced news. North Macedonia has the highest level of unsourced reporting at 66.1%, followed by Kosovo (53.1%) and Albania (51.8%). Serbia (38.4%) and Bosnia and Herzegovina (40.9%) show slightly lower figures, indicating a higher degree of reliance on sourced reporting. 

In contrast, 2022 data revealed even higher levels of unsourced or domestic reporting, particularly in Serbia (86.2%) and Montenegro (77.9%). The decrease in Serbia and Montenegro suggests a growing shift toward attributing news to known sources, though North Macedonia remains an outlier with its continued reliance on unsourced content. 

This dynamic raises questions about how news is being contextualized and fact checked. A higher percentage of unsourced or domestic news does not necessarily indicate misinformation, but it does highlight the importance of transparency in reporting. Local journalists and news agencies play a crucial role in interpreting international events for domestic audiences, which can influence public perceptions of global conflicts. At the same time, the extent to which news is sourced from international or Russian outlets affects how narratives are shaped and framed in public discourse. 

Why This Matters? 

The variations in media sourcing reflect broader media consumption habits and the information ecosystems within the Western Balkans. Countries with stronger EU and NATO ties, such as Albania and Kosovo, demonstrate higher reliance on Western sources, while Serbia, which maintains historical and economic connections with Russia, registers a higher share of Russian media citations. However, these differences should not be seen as rigid geopolitical alignments but rather as reflections of complex media landscapes shaped by audience demand, historical ties, and national media infrastructures. 

Conclusion: The Battle for Information Continues 

As the Russia-Ukraine war continues to shape global geopolitics, media consumption in the Western Balkans remains a key factor in understanding public sentiment and policy discussions. The varying levels of reliance on international, Russian, and Ukrainian sources reveal how different countries engage with information in ways that reflect their historical ties and current media environments. 

Compared to 2022, there are some shifts: 

• Serbian media has reduced its reliance on Russian sources but also decreased its use of international media. 
• Montenegro has significantly cut back on Russian sources while maintaining a high level of unsourced news. 
• Bosnia and Herzegovina's media landscape has remained largely stable, though it has slightly increased its reliance on Russian sources. 
• Kosovo and Albania continue to rely heavily on Western media, with minimal Russian influence. 
• North Macedonia has seen a notable rise in unsourced content, raising concerns about media transparency. 

Ensuring a well-informed public requires not just access to diverse media sources but also a commitment to transparency, journalistic integrity, and media literacy.