Media Consumption Habits in the Baltics in 2023

Media consumption trends in the Baltics have shifted significantly towards digital platforms. Estonia, Latvia, and Lithuania all saw a rise in online media consumption, with Lithuania leading at a 43% market share in online advertising. Television remains popular, particularly in Latvia, with the highest Average Time Viewing (ATV) of 256 minutes.

Over the past few years, there has been a gradual decline in traditional media consumption, such as print and radio, alongside a rise in digital and online media. Social media platforms, streaming services, and news portals have gained significant traction, reflecting global consumption patterns.

In 2023, the ATV (Average Time Viewing) data indicated varied trends. In Estonia and Latvia, overall TV viewing time remained stable, but Lithuania experienced a dramatic decrease, highlighting a significant shift towards online content. Younger demographics showed the most significant changes, with notable declines in TV viewing among those aged 18-29.

The surge in digital media consumption was marked by increased use of mobile devices for accessing news, entertainment, and social media. In Latvia and Lithuania, searches for "ChatGPT" and other online services highlighted the growing reliance on digital solutions for everyday needs.

Younger audiences (18-29) across the Baltics showed a preference for online content over traditional TV, while older demographics maintained more consistent TV viewing habits. The 4-12 age group in Lithuania, however, showed an unexpected increase in TV viewing, suggesting a growing interest in targeted content for younger viewers.