Analyzing competition in the Romanian television market through economic concentration indicators

Purpose - This paper investigates the degree of market concentration and competition in the Romanian television industry by analysing audience share as the core performance indicator. It aims to highlight the extent of dominance among leading broadcasters and the implications for market structure and media pluralism. Research design/method/approach - The study applies standard industrial organization tools, specifically the Concentration Ratio (CR4) and the Herfindahl-Hirschman Index (HHI), to audience data from secondary sources. These indices are calculated for a selected time frame to evaluate short-term and structural concentration levels. The analysis reveals a moderately to highly concentrated television market in Romania, characterized by the dominant position of a few key players. Audience fragmentation and consolidation trends are discussed, along with their effects on competition and content diversity. Practical implication - The findings offer valuable insights for media regulators and policymakers regarding antitrust measures and diversity policies. The methodology can be extended to other cultural and creative industries facing similar concentration dynamics. Originality/Value - This study contributes to the empirical literature on media market competition by providing a case study focused on an emerging European economy. It demonstrates the utility of classical economic indicators in assessing media sector dynamics.