Media - Lithuania | Statista Market Forecast

In Lithuania, revenue in the Media market is projected to reach US$800.20m in 2024.
The largest market within this market in Lithuania is TV & Video, with a market volume of US$264.60m in 2024.
When compared globally, most revenue in the Media market sector will be generated the United States, which is expected to reach US$541.20bn in 2024.
Furthermore, in the Media market, it is anticipated that 36.77% of total revenues will be generated through digital Media market by 2029.
In Lithuania, the media landscape is increasingly dominated by digital platforms, reflecting a shift in consumer preferences towards online content consumption and engagement.

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 Lithuania has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in the Media market in Lithuania have shifted towards digital platforms and online content consumption. With the increasing availability of high-speed internet and the widespread adoption of smartphones and other digital devices, consumers are now seeking convenience and instant access to media content. This has led to a rise in the popularity of streaming services, social media platforms, and online news portals. Additionally, consumers are increasingly demanding personalized and interactive content, which has fueled the growth of user-generated content and influencer marketing. Trends in the market reflect the changing landscape of media consumption in Lithuania. Traditional media outlets such as television and print newspapers are facing challenges as audiences migrate to digital platforms. Television viewership has declined as consumers turn to streaming services for on-demand and ad-free content. Similarly, print newspapers have seen a decline in circulation as readers switch to online news sources. As a result, media companies are adapting to these trends by investing in digital platforms, creating original online content, and exploring new revenue streams such as subscription models and digital advertising. Local special circumstances also play a role in the development of the Media market in Lithuania. The country has a relatively small population compared to other European countries, which presents both challenges and opportunities for media companies. On one hand, the limited market size means that media companies need to find innovative ways to reach and engage with their target audience. On the other hand, the smaller market allows for niche media outlets to thrive, catering to specific interests and demographics. Underlying macroeconomic factors have also contributed to the growth of the Media market in Lithuania. The country has experienced steady economic growth in recent years, leading to increased disposable income and consumer spending. This has created a favorable environment for media companies to invest in new technologies, expand their content offerings, and attract advertisers. Furthermore, Lithuania's membership in the European Union has facilitated cross-border collaborations and access to a larger market, allowing local media companies to reach a wider audience and expand their business operations. In conclusion, the Media market in Lithuania is experiencing growth and transformation driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. As consumers increasingly gravitate towards digital platforms and personalized content, media companies are adapting their strategies to meet these demands. The evolving media landscape presents both challenges and opportunities, and companies that are able to innovate and stay ahead of the curve will likely thrive in this dynamic market.

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.