The Media Market in the Baltics 2024

Television remained a stronghold in Estonia and Latvia, accounting for 30% and 39% of ad revenues, respectively, while Lithuania moved decisively toward digital, with online media capturing 56% of total advertising spend.

Global digital platforms such as Google and Facebook claimed an estimated 60% share of Lithuania’s digital ad spend, underscoring their growing international influence. In contrast, Estonia and Latvia maintained stronger local media ecosystems, with major groups such as Postimees Grupp, TV3 Group, and Delfi continuing to play significant roles.

Retail was the top advertising sector across the region, followed by food, entertainment, medicine, and telecommunications. Estonia and Latvia maintained a balanced media mix that included radio and out-of-home (OOH) advertising, while Lithuania saw a contraction in traditional sectors like print and trade media. Influential local media groups such as AMB, Delfi, and JCDecaux remained key players across markets.

Market structures remained relatively stable, with no major exits or new entrants; however, consolidation and digital investments continued. Strong growth in sectors such as beauty, electronics, and entertainment indicated shifting consumer priorities. The Baltic markets remain distinct in their pace of digital transformation – Lithuania leads, Estonia is in transition, and Latvia balances between legacy formats and emerging platforms.

Estonia

Latvia

Lithuania