Media outlets operating under United Media have been recognized as the most trusted sources of information in the countries where they operate, according to the 2025 Reuters Digital News Report.

Croatia: Nova TV Most Trusted Brand

Nova TV has emerged as the most trusted media outlet in Croatia, with 64% of respondents naming it the medium they trust the most. The report also shows that television continues to be a dominant source of information in Croatia, outperforming social media in terms of weekly usage. Nova TV’s news program is watched weekly by 47% of the population, making it the leading choice among TV, print, and radio platforms.

Digital growth is also reflected in the popularity of DNEVNIK.hr, with 34% of respondents stating they consume news from the portal on a weekly basis.

Television N1 in Croatia is also highly ranked, with 46% of viewers identifying it as a trusted brand.

Bulgaria: Nova TV Leads in Reach and Trust

In Bulgaria, Nova TV remains the leading source of information across both television and digital platforms. Sixty percent of respondents say they watch Nova’s news programming weekly, placing it ahead of all other TV, print, and radio outlets. Additionally, 39% of respondents rely on the Nova news portal for online news on a weekly basis.

Reuters notes that political volatility has contributed to a sharp rise in news avoidance in Bulgaria – now at 63%, the highest among all surveyed countries. Despite this, Nova TV News, along with BTV News and the public broadcasters BNT and BNR, remain among the most trusted brands.

Serbia: N1 – The Most Trusted News Brand

For the first time, Serbia was included in the Reuters analysis. N1 TV, part of United Media and a CNN affiliate launched in 2014, stands out as the most used and most trusted news brand in the country. It is watched weekly by 40% of viewers offline and used by 32% online, placing it ahead of all other private news sources and second only to the public broadcaster RTS.

N1 is recognized for its independent editorial policy and critical stance toward government institutions, which has also made it the target of frequent political pressure and smear campaigns. Despite this, 49% of respondents said they trust N1 the most, a clear acknowledgment of its credibility and professionalism.

TV Nova also ranked highly, with 25% weekly reach and 46% of respondents considering it a trustworthy source. Nova.rs was also among the top three most trusted digital news outlets in Serbia. Additionally, the newspaper Danas – also part of United Media – continues to earn public trust, with 40% of respondents viewing it as a credible source.

The overall trust in media in Serbia remains low, with only 27% of the population saying they trust the news. Several pro-government outlets, such as TV Pink and Informer, are listed among the most distrusted brands.