The number of telephony users in Serbia declined in the fourth quarter of 2025, reflecting broader structural changes in the country’s telecommunications market. Data published by the telecommunications regulator Regulatory Authority for Electronic Communications and Postal Services (RATEL) show that both mobile and fixed telephony segments are experiencing gradual shifts as consumers increasingly rely on data services and internet-based communication platforms.
According to the regulator’s quarterly market overview, the number of active mobile subscribers fell to around 8.18 million, down from 8.43 million in the previous quarter, marking a reduction of roughly 250,000 users over the three-month period.
This decline does not necessarily indicate a contraction of the telecommunications sector itself. Instead, it reflects a gradual normalization of the market following years of high mobile penetration. Serbia’s mobile subscriber base has long exceeded the country’s population, meaning that many users previously held multiple SIM cards or inactive numbers that operators counted as active accounts.
As operators tighten definitions of “active” subscribers and users consolidate services into fewer devices, the total number of registered mobile connections has begun to decline.
The change highlights a broader shift within Serbia’s telecommunications market: growth is increasingly driven by data consumption and broadband connectivity rather than traditional voice services.
Voice traffic and SMS usage have been declining steadily for several years as messaging platforms and internet-based applications replace conventional telecommunications services. Market data show that the overall volume of voice calls and SMS messages has also fallen in recent reporting periods, reinforcing the trend toward data-centric communication.
At the same time, the number of broadband internet users continues to expand. Fixed broadband subscriptions in Serbia have gradually increased to approximately 2.2 million connections, reflecting continued demand for high-speed internet services in households and businesses.
The market for media distribution services—such as cable television, IPTV and satellite platforms—has also remained relatively stable, with around 2.44 million subscribers across various distribution technologies.
Competitive structure of the telecom market
Serbia’s telecommunications market is dominated by three major operators:
- Telekom Srbija
- Yettel Serbia
- A1 Serbia
Together, these companies account for the vast majority of mobile and broadband subscriptions in the country.
In fixed broadband services, Telekom Srbija remains the largest provider with more than half of the market, while cable operator Serbia Broadband (SBB) holds a strong position in cable and television distribution.
Competition between these operators has intensified in recent years as companies increasingly offer bundled service packages combining internet access, television, fixed telephony and mobile services.
These bundled packages—often referred to as “triple-play” or “quad-play” services—have become the dominant product category in the Serbian telecommunications market. Consumers increasingly purchase integrated packages rather than individual services, reducing the importance of standalone telephony subscriptions.
Structural changes in consumer behavior
The decline in traditional telephony subscriptions reflects broader shifts in consumer behavior.
Younger users, in particular, rely heavily on messaging applications and internet-based calling platforms rather than conventional voice services. Applications such as WhatsApp, Viber and other over-the-top communication services allow users to communicate using mobile data or Wi-Fi networks without relying on traditional telephony infrastructure.
As a result, telecommunications operators are gradually transitioning their business models away from voice-centric revenue streams toward data services, cloud connectivity and digital media platforms.
This transformation mirrors global trends across the telecommunications sector. In many mature markets, voice services now represent a shrinking share of operator revenues, while data traffic continues to grow rapidly due to streaming services, cloud applications and mobile internet usage.
Telecommunications as critical infrastructure
Despite these structural shifts, telecommunications remain one of the most strategically important sectors in Serbia’s digital economy.
High-speed internet connectivity is increasingly essential for economic development, supporting industries ranging from financial services and manufacturing to digital startups and remote work.
The rollout of 5G networks, fiber-optic broadband infrastructure and digital television platforms will likely determine the future competitive landscape of Serbia’s telecommunications industry.
Telecom operators have already begun expanding fiber-to-the-home networks and preparing for broader deployment of advanced mobile technologies.
A market moving from growth to optimization
The decline in telephony users therefore reflects not a crisis but a transition toward a more mature telecommunications market.
For operators, the key challenge is no longer expanding subscriber numbers but increasing the value of each customer through digital services, broadband connectivity and integrated service packages.
As Serbia’s digital infrastructure continues to evolve, the telecommunications sector is expected to remain a critical pillar of the country’s technological and economic development.
The shrinking number of traditional telephony users may signal the end of one phase of the market’s growth—but it also marks the beginning of a new stage defined by data-driven connectivity and digital services.
