Media

In the Baltics, revenue in the Media market is projected to reach US$1.53bn in 2024.
The largest market of this market in the Baltics is TV & Video, which is expected to have a market volume of US$541.40m in 2024.
When considering global comparisons, the majority of revenue will be generated the United States, amounting to US$541.20bn in 2024.
Furthermore, within the Media market in the Baltics, 33.42% of total revenues will be generated through digital Media market by 2029.
In the Baltics, media consumption is increasingly shifting towards digital platforms, reflecting a growing preference for on-demand content among younger audiences.

Definition:

The media market encompasses a diverse array of platforms and channels that facilitate the creation, distribution, and consumption of content, such as news, entertainment, and information. It includes traditional outlets like television, radio, and print publications, as well as digital platforms like social media, streaming services, and online news websites. This market plays a central role in shaping public discourse, cultural trends, and the dissemination of information on a global scale, making it a critical component of modern society.

Structure:

The market consists of several parts, namely Books, Games, Music, Radio & Podcasts, Newspapers & Magazines and TV & Video. These markets encompass digital and traditional revenues.

Additional Information:

The market comprises revenues, users, average revenue per user, penetration rates and advertising spendings. Revenues are generated through purchases, subscriptions, consumer spending or ad spendings. Key players of the market are companies, such as Netflix, Spotify, Activision or Amazon.
Market numbers for all the digital markets can also be found in the Digital Media topic.

Traditional media with non-digital revenues from TV, radio, music, print, and video games
Digital media with digital revenues from OTT video, music streaming, video games, digital versions of Newspapers & Magazines with ePapers & eMagazines, and eBooks

Movie theater ticket sales
Public licence fees collected in form of a tax (e.g. income tax in the Nordic countries)
Demo/trial versions
Esports & gaming advertising revenues

The Media market in Baltics has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances. Customer preferences in the Baltics have shifted towards digital media consumption, with an increasing number of people accessing news, entertainment, and other forms of media through online platforms. This shift can be attributed to the widespread availability of high-speed internet and the growing popularity of smartphones and other mobile devices. As a result, traditional media outlets such as newspapers and television channels have seen a decline in their audience and advertising revenues. In addition to digital media consumption, there is a growing demand for personalized and interactive content. Consumers in the Baltics are increasingly seeking media experiences that are tailored to their individual interests and preferences. This has led to the rise of streaming services, social media platforms, and other digital content providers that offer a wide range of options for users to choose from. Trends in the media market in the Baltics also reflect global and regional developments. The increasing popularity of streaming services, for example, can be attributed to the global trend of cord-cutting, where consumers are opting to cancel their traditional cable or satellite TV subscriptions in favor of online streaming platforms. This trend is driven by factors such as the availability of affordable streaming options, the convenience of on-demand content, and the desire for greater control over media consumption. Local special circumstances in the Baltics, such as the relatively small population and the multilingual nature of the region, have also influenced the development of the media market. Media companies in the Baltics have had to cater to a diverse audience with different language preferences, which has led to the creation of content in multiple languages, including Estonian, Latvian, Lithuanian, and Russian. This has also created opportunities for media companies to expand their reach beyond the Baltics and target international audiences. Underlying macroeconomic factors have also played a role in the development of the media market in the Baltics. The region has experienced steady economic growth in recent years, which has led to increased disposable income and consumer spending. This has allowed consumers to invest in digital devices and services, contributing to the growth of the digital media market. Additionally, the Baltics have seen an increase in foreign investment and business development, which has created opportunities for media companies to expand their operations and reach new markets. Overall, the media market in the Baltics is evolving to meet the changing preferences of consumers. Digital media consumption, personalized content, and the rise of streaming services are driving growth in the market. Local special circumstances and underlying macroeconomic factors are also shaping the development of the media market in the region. As technology continues to advance and consumer behaviors evolve, the media market in the Baltics is expected to experience further growth and innovation.

Data coverage:

The data encompasses B2C enterprises. Figures are based on media spending (on traditional media as well as digital media). All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.