Media Consumption Habits in the Baltics in 2024

Media consumption patterns in 2024 revealed clear generational and technological divides across the Baltic region. Average daily TV viewing (ATV) was highest in Latvia at 260 minutes, followed by Estonia at 221 minutes, and Lithuania at 201 minutes.

Youth audiences (ages 13–29) consistently reduced their TV viewing across all three countries, with Estonia recording the steepest decline – a 19% drop among viewers aged 18–29. In contrast, viewers aged 60 and above either maintained or increased their TV consumption.

Top Google search trends reflected local digital behaviors. In Lithuania, popular searches included “Euro 2024,” “Temu,” and “ChatGPT.” Latvians prioritized utility-based queries such as “Google,” “YouTube,” and “E-Klase,” while Estonians focused on local geography and weather, with searches like “Tallinn,” “Tartu,” and “ilm.”

These patterns underscore a broader shift in media engagement: younger audiences are increasingly drawn to digital formats and services, while older generations continue to rely on traditional media. Among the three countries, Lithuania appears to be the most digitally advanced, Estonia is in a state of transition, and Latvia maintains strong loyalty to legacy media, particularly television.

Data source: EE: Kantar Emor, LT: Kantar TNS Media monitoring; LV Kantar Adex | Intense Estimations