Market Insights Advertising & Media Advertising

TV & Video Advertising - Lithuania

Lithuania

Ad spending in the TV & Video Advertising market in Lithuania is forecasted to reach US$126.10m in 2024.
The largest market is Traditional TV Advertising, with a market volume of US$90.02m in 2024.
When compared globally, the majority of ad spending will be generated the United States, amounting to US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$40.65 in 2024.
By 2029, the number of TV Viewers in Lithuania is expected to reach 2.0m users.
Lithuania's TV & Video Advertising market is witnessing a shift towards programmatic buying, enhancing targeting capabilities and maximizing ROI for advertisers.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Lithuania is witnessing significant growth and development, driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Customer preferences in the TV & Video Advertising market in Lithuania are shifting towards digital platforms and on-demand content. Consumers are increasingly opting for online streaming services and video-on-demand platforms, as they offer convenience and flexibility in terms of content consumption. This preference for digital platforms is driven by the growing penetration of smartphones and high-speed internet connectivity, which enable users to access video content anytime and anywhere. Additionally, the younger generation in Lithuania is more inclined towards digital platforms, as they are more tech-savvy and accustomed to consuming content on digital devices. Trends in the TV & Video Advertising market in Lithuania reflect the global shift towards programmatic advertising and targeted advertising. Advertisers are leveraging data analytics and artificial intelligence to deliver personalized and relevant ads to their target audience. This trend is driven by the increasing availability of data and advancements in technology, which enable advertisers to segment their audience and deliver tailored messages. Programmatic advertising also offers cost-efficiency and real-time optimization, making it an attractive option for advertisers in Lithuania. Local special circumstances in Lithuania, such as its small market size and limited advertising budgets, contribute to the development of the TV & Video Advertising market. Advertisers in Lithuania have to be strategic in their advertising investments and ensure that their campaigns reach the right audience effectively. This has led to the adoption of targeted advertising and the use of data analytics to optimize ad campaigns. Additionally, the competitive landscape in Lithuania's TV & Video Advertising market is relatively concentrated, with a few major players dominating the market. This concentration of market power influences the pricing and availability of advertising inventory in the country. Underlying macroeconomic factors, such as the overall economic growth and consumer spending patterns, also play a role in the development of the TV & Video Advertising market in Lithuania. As the economy grows, businesses have more resources to allocate towards advertising and marketing activities. This leads to increased advertising budgets and investments in TV & Video Advertising. Additionally, consumer spending patterns influence the demand for advertising, as businesses aim to reach their target audience effectively and drive sales. Therefore, the overall economic conditions and consumer confidence in Lithuania have a significant impact on the growth and development of the TV & Video Advertising market. In conclusion, the TV & Video Advertising market in Lithuania is developing in response to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. The shift towards digital platforms, the adoption of programmatic advertising, and the use of data analytics are key trends driving the market. Local special circumstances, such as the small market size and limited advertising budgets, influence the strategies and investments of advertisers. Additionally, the overall economic conditions and consumer spending patterns play a role in shaping the TV & Video Advertising market in Lithuania.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.