Bulgaria's average video engagement rate has increased slightly to 4.8% in 2026, reflecting growing viewer interaction across social media and streaming platforms. YouTube remains the dominant platform, accounting for over 65% of total video engagement, as local consumers prefer long-form and short-form video content. The average watch time of 2 minutes 15 seconds indicates a strong interest in content tailored to Bulgarian audiences, driving brands to refine their video strategies accordingly.
The annual growth of 12.5% in video content consumption highlights Bulgaria's expanding digital landscape, with increased investments in video marketing. Digital ad spend on video advertising has reached approximately €45 million, underscoring the importance of video in Bulgaria's marketing mix. As more businesses adopt video-centric campaigns, engagement rates are expected to stabilize or improve, signaling a mature digital economy and evolving consumer preferences.