The Media Market in the Baltics 2023

The Baltic media market underwent significant transformations in 2023. In Estonia, POSTIMEES GRUPP emerged as a major player with €40 million in net revenue. In Latvia, the TV3 Group led the market with €19.6 million, while in Lithuania, AMB was the leading media group with €35.8 million.

In terms of brands, Lidl dominated the market across all three countries. In Latvia, LIDL LATVIJA led with €5.3 million in media spending, while in Lithuania, LIDL topped the market with €6.5 million. In Estonia, LIDL EESTI also emerged as a significant player in media spending.

Online media maintained a strong presence in Estonia with a 26% market share. Latvia’s television market remained robust with a 40% share, while Lithuania saw significant growth in online media, capturing 43% of the market.

Television remained the dominant media type in Latvia, while online media experienced substantial growth in Lithuania. Estonia balanced its media consumption between online (26%) and television (27%). Print media continued to have a lower market share (13% in Estonia, 5% in Latvia, and 6% in Lithuania), reflecting global trends towards digital consumption.

In Estonia, notable sectors included household and domestic with a 19% year-over-year increase, tourism, automotive (18%), and leisure and entertainment (27%). In Latvia, the household and domestic sector saw a significant increase of 57%, with tourism up by 77% and leisure and entertainment by 49%. Lithuania's trading sector led with a 31% increase, followed by agriculture, forestry, and pets at 61%, and transport and tourism services at 62%. The data indicates diverse growth across different sectors in each country, reflecting varying economic and consumer priorities.

The rise of digital media consumption was a key trend, driven by increased internet penetration and mobile usage. Economic pressures also influenced advertising strategies, pushing companies to focus more on targeted digital campaigns and social media engagement.