"Technology plays an important role for news media distribution in Bulgaria: 88% of Bulgarians get their news online, first and foremost on the online platforms of popular television channels and their social network pages. Bulgarians are some of the most active social media users in the EU (ranked 6th among all EU Member States), and use Facebook overwhelmingly more than all other platforms – among other purposes, for news consumption. Because of its astounding popularity, Facebook is the most popular online platform for news media, and the audiences of news outlets attract on their Facebook pages often surpass in numbers those of their own websites. For the same reasons, the platform is notable for its major role in promoting fake news in Bulgaria, which had a particularly strong impact on voters before the last parliamentary election in March 2017.
Google is another international technology company with a dominant position in the market for digital media distribution. Google occupies an overwhelming share of the search engine market across all platforms, and its YouTube is ranked as the second most popular social media platform in the country. On the other hand, Google is the sole international technology company that has contributed finances to the local journalism in Bulgaria: its Digital News Innovation (DNI) Fund has awarded €450,000 in funding to journalistic projects in Bulgaria since its launch in 2015. The fund’s overall influence in the Bulgarian media is insignificant for now, but it did help multiple innovative projects get off the ground.
While the digital news distribution market overall is dominated by the international tech giants Facebook and Google, there are local digital media platforms in Bulgaria, too. The most notable one is Netinfo, the largest digital media company in the country, covering 85% of the users with a wide range of information, communication and entertainment services." (Page 4)