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Malta's media system is compact yet politically influential, characterised by strong party-owned outlets, public-service broadcasting, and independent digital publishers. Television, radio, and print remain central for national storytelling, while social media, podcasts, and streaming platforms expand reach across the Maltese islands and diaspora communities. Multilingual coverage in Maltese, English, and Italian demands attentive cross-platform monitoring.
Public broadcaster Public Broadcasting Services (PBS) operates TVM, TVMNews+, and national radio services funded by state support and advertising. Party-linked outlets include One (Labour Party) and Net (Nationalist Party), while private networks such as Smash TV, F Living, and Lovin Malta produce entertainment, news, and digital content. Print and digital portfolios extend across Allied Newspapers (Times of Malta), MediaToday (MaltaToday), and Lovin Malta's digital verticals.
The Broadcasting Authority regulates audiovisual services, licensing, and political balance, while the Malta Broadcasting Act enforces impartiality rules. The Malta Communications Authority oversees telecom infrastructure. Media reform discussions focus on ownership transparency, state advertising, and the transposition of the EU Audiovisual Media Services Directive and Digital Services Act.
Broadband penetration exceeds 90 percent, and 5G rollout supports streaming, social video, and mobile-first consumption. PBS's TVM News+ and ONE News livestreams run alongside digital portals such as Times of Malta, MaltaToday, Lovin Malta, and independent investigative platform The Shift. International OTT services (Netflix, Disney+, Amazon Prime Video) complement Italian satellite channels widely available in Maltese households.
Publishers experiment with membership programmes, crowdfunding, and events to diversify revenue. Advertisers deploy omnichannel campaigns across TV, radio, digital out-of-home, influencer marketing, and tourism-driven content to reach residents and visitors year-round.
Television remains the dominant medium, with adults averaging roughly 240 minutes per day, especially during news bulletins, talk shows, and football. Radio reaches more than 70 percent of the population weekly, with strong loyalty to party-linked channels and PBS services. Print circulation has declined, yet newspapers and Sunday magazines continue to shape political discourse and tourism-focused coverage.
Malta's public broadcasters maintain bilingual programming, while commercial outlets provide Italian-language content for regional audiences. Seasonal tourism influences scheduling and advertising demand, particularly for cultural events, hospitality, and retail.
DataReportal estimates 0.5 million social media users, with Facebook, Instagram, TikTok, and YouTube driving daily engagement. Independent outlets use video explainers, live podcasts, and newsletters to counter disinformation and maintain trust. Streaming services and platforms like Net TV GO and Melita combine linear and on-demand content.
Advertisers prioritise omnichannel measurement, combining broadcast, digital, and tourism marketing. Diaspora communities follow Maltese news through online portals, PBS streaming, and social media, requiring cross-border monitoring in Europe, Australia, and North America.
| Indicator | Value | Insight |
|---|---|---|
| Internet penetration | 91% | NSO Malta households with broadband access. |
| Social media users | 0.5 million | Approximately 95% of the population (DataReportal 2024). |
| Daily TV viewing | ~240 minutes | Broadcasting Authority estimates for adults 12+. |
| Digital ad share | 52% | Marketing Communications Report highlighting growth in social and video. |
| Media revenue | EUR 160 million | PWC Outlook predicts steady expansion driven by tourism and digital. |
Reuters Institute research indicates 44 percent of Maltese respondents trust most news most of the time, with Times of Malta, TVM News, and MaltaToday earning the highest scores. Social media and party-linked outlets face greater scepticism due to political polarisation and misinformation.
Fact-checking initiatives led by The Shift and civil society organisations monitor state advertising, government contracts, and public procurement. Media literacy programmes in schools and community centres reinforce responsible content sharing and digital citizenship.
Maltese viewers favour news talk shows, reality competitions, and sport; Italian television influences viewing habits through satellite and tourism ties. Streaming audiences engage with international series and local documentaries, while podcasts covering politics, culture, and entrepreneurship attract sponsorship.
Brands emphasise tourism, culture, sustainability, and community support in campaigns, combining broadcast TV, radio, OOH, and influencer marketing. Diaspora audiences rely on digital platforms and social media for updates, highlighting the importance of multilingual monitoring.
