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.

Distribution of advertising spending by media types in Estonia (2023 net, eur M)

Distribution of advertising spending by media types in Latvia (2023 net, eur M)

Distribution of advertising spending by media types in Lithuania (2023 net, eur M)