This year’s research by Gigmeter, an initiative of the Center for Public Policy Research, revealed a slight decline in the number of gig workers—freelancers who find jobs through online platforms—in Serbia and the surrounding region, particularly on Upwork over the last six months.
The survey highlighted a growing interest in sales and marketing roles, showing a 3.1 percent increase, along with a narrowing pay gap between men and women. The average asking price for freelance work rose by about three percent, roughly $25, with gig workers now earning around 80 percent of the average hourly rate.
Key regional impacts include a slowdown in the global economy and decreasing investment, especially in innovation and technology sectors, as reported by the World Intellectual Property Organization. Small and medium-sized enterprises continue to prefer freelance labor due to cost-effectiveness.
The rapid expansion of artificial intelligence presents a new challenge, with many specialized AI-related roles dominated by workers from India, Pakistan, Bangladesh, and Korea, potentially pushing Serbian freelancers to the margins.
In Serbia, the number of gig workers dropped by about 3 percent in six months—approximately 400 fewer freelancers. The largest declines were seen in data entry and administrative services (nearly 6 percent), while software engineering and professional services experienced a smaller drop of around 2.5 percent. The gender distribution remains stable, with about 67 percent men and 33 percent women, and 60 percent of workers on platforms having previous experience.
Income growth varies across professions: sales and marketing saw the highest increases, while translation and writing experienced minimal growth (around 0.8 percent).
Gigmeter views gig workers as the workforce of the future, including freelancers and entrepreneurial “hybrids.” Despite relatively stable results compared to previous years, concerns arise due to the shrinking market and the departure of Serbian gig workers from Upwork, the leading freelancing platform, with no significant growth on alternative platforms.
Overall, many gig workers seek more stable freelance opportunities amid economic pressures, a competitive labor market, and discrepancies between real and expected hourly wages.
