The Political Environment of the Media Market in the Baltics 2024

The political environment remained largely stable across the Baltic states in 2024. Estonia recorded a significant increase in government advertising spending, rising by 54% year-over-year, while Latvia and Lithuania experienced neutral to modest changes.

No major legal reforms impacted the media landscape during the year. Media independence was upheld across all three markets, and advertising decisions continued to be driven primarily by commercial considerations. Public communication remained active, particularly in the areas of social messaging and health campaigns but did not disrupt the overall balance of the media market.

Published: September 9, 2025

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The Political Environment of the Media Market in the Baltics 2024

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