Media and Advertising Market Trends of Lithuania in 2021

The growth of the Lithuanian economy and the income of people let advertisers feel safer and made them invest more into media. Following the COVID-crisis of 2020, when the advertising market decreased by 13%, the market grew by 12.7% in 2021, reaching 190 million Euros. 


In 2021, all media types expanded, with the exception of newspapers. The greatest increase was monitored in OOH (22.7%), digital channels (18.3%), TV (11.8%), and radio (10.9%). Advertisement in magazines grew by 4.8%, but in newspapers, it fell by 1.6%. 

Internet reach has been growing constantly in the past 5 years, and in 2021, it surpassed TV: the daily reach of internet was 85% vs. the 74% of that of television. Daily internet usage increased as well, significantly outweighing that of TV: TSL per day on the internet was 388 minutes versus 305 minutes on TV. According to the Statistical Department of Lithuania, internet usage rates increased more rapidly in 2021, especially in the age group of 55-74, reaching 66% of the elderly. However, people above 55 years still prefer watching TV. 

Published: May 8, 2023

AGIJA LELLE
HEAD OF BUSINESS DATA ANALYSIS | INTENSE MEDIA BALTIC
agija.lelle@wecan.net
Agija joined Intense Media Baltic in 2021 as Head of Business Data Analysis. Previously, she had been a Data Analyst at Publicis Media Latvia and Key Data Analyst at PHD latvia (OMG), where she had analyzed clients’ media data, prepared data for pitches, and analyzed media data to support business success. She is a graduate of the University of Latvia with an MA degree in mathematical economics. She currently lives in Riga with her husband, two kids and a cat. When she is not busy with data analysis, she enjoys traveling and doing jigsaw puzzles.

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Media and Advertising Market Trends of Lithuania in 2021

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