Bulgaria

We collected data from 9 news outlets on TikTok, Instagram and YouTube Shorts:
3 Digital , 3 Private broadcaster , 2 Public broadcaster , 1 Print .

Overall, these outlets published 968 posts.

The median outlet published 1 TikToks, 1.1 Instagram reels, and 0.7 YouTube shorts per day.

Basics

Platforms shares

Platform	Active brands	Posts	% of brands	% of posts
TikTok	9	483	75	50
Instagram	8	443	67	46
YouTube Shorts	2	42	17	4

Published posts

Outlet	Posts	TikTok	Instagram	YouTube Shorts	Content duplication (%)
24 Chasa	40	30	10	-	3
BTV News	115	27	88	-	2
Bulgarian National Radio (BNR)	17	13	4	-	5
Bulgarian National Television (BNT)	157	69	57	31	11
Capital	34	24	10	-	4
Darik	180	81	88	11	7
Dir	52	52	-	-	-
Dnevnik	16	8	8	-	19
Nova TV News	357	179	178	-	4
Bulgaria	968	483	443	42	5

Outlet analyses

Topics

Hard news

Outlet	Politics	Crime	War/ Disasters	Economy	Social Affairs
24 Chasa	11	13	26	10	31
BTV News	15	16	32	13	19
Bulgarian National Radio (BNR)	14	16	17	11	12
Bulgarian National Television (BNT)	8	10	12	6	11
Capital	31	22	18	31	14
Darik	72	34	17	22	26
Dir	34	45	16	12	16
Dnevnik	30	24	19	11	18
Nova TV News	5	29	32	11	30
Bulgaria	22	25	25	13	25
Overall	30	24	19	15	16

General/hybrid news

Outlet	Environment	Infrastructure	Science/ Education	Health/ Fitness	Culture	Sports
24 Chasa	5	8	6	5	9	4
BTV News	4	9	9	17	4	12
Bulgarian National Radio (BNR)	4	6	5	9	10	4
Bulgarian National Television (BNT)	2	6	12	5	34	9
Capital	6	7	9	6	5	4
Darik	3	8	3	6	4	8
Dir	3	7	5	6	7	4
Dnevnik	7	6	5	7	10	5
Nova TV News	9	23	11	16	12	7
Bulgaria	6	15	9	11	13	7
Overall	5	7	7	8	7	6

Soft news and promotion

Outlet	Entertainment	Celebrity	Lifestyle	Fashion	Food	Animals	Comedy	Ads
24 Chasa	3	4	4	1	3	2	1	2
BTV News	5	8	6	2	2	3	1	2
Bulgarian National Radio (BNR)	6	6	6	1	3	3	8	3
Bulgarian National Television (BNT)	37	8	11	1	3	2	3	11
Capital	4	5	5	1	3	3	2	11
Darik	2	3	3	2	3	6	1	2
Dir	8	12	5	1	3	2	1	3
Dnevnik	6	6	9	3	3	3	2	8
Nova TV News	5	7	13	2	8	6	3	5
Bulgaria	9	6	9	1	5	5	2	5
Overall	12	10	8	1	4	3	5	5

Platformization

Outlet	Video duration (sec)	Vertical videos (%)	Addressing the audience (%)	Calling for interactions (%)
24 Chasa	84	87	4	40
BTV News	72	48	4	21
Bulgarian National Radio (BNR)	65	87	4	40
Bulgarian National Television (BNT)	52	71	4	27
Capital	48	-	-	-
Darik	100	76	4	12
Dir	54	94	4	63
Dnevnik	35	87	4	17
Nova TV News	112	97	3	33
Bulgaria	89	87	3	33
Overall	80	76	5	24

Diversity

Outlet	Visible women (%)	Mean age	Age diversity (IQR)	Topic diversity (topics)
24 Chasa	27	35	14	6
BTV News	36	33	14	7
Bulgarian National Radio (BNR)	32	36	16	4
Bulgarian National Television (BNT)	30	37	16	7
Capital	37	32	13	6
Darik	24	36	17	6
Dir	30	37	16	7
Dnevnik	32	34	12	5
Nova TV News	37	36	16	11
Bulgaria	33	36	16	6
Overall	34	34	14	7

Note: Outlet-level results are empirical Bayes estimates from the respective analyses.