Social media in Lithuania - statistics & facts
Lithuania has the highest number of social media users in the Baltics. Around three quarters of the population, or nearly two million people, use social media in the country. As elsewhere in the world, the user count increased steadily over the past decade and was expected to grow by 21 percent between 2024 and 2030. Overall, social media identities represent over 77 percent of the total population of Lithuania, which was the lowest share across the Baltics. To compare, in Latvia, the figure was just above 80 percent.
With the number of social media users forecast to increase in the following years until 2030, social networking platforms will play an increasingly important role in shaping business strategies and consumer behavior in Lithuania. The growing interest in influencer content is expected to facilitate the social media and influencer advertising spending growth.
Leading social media platforms in Lithuania
YouTube and Facebook are the most popular social media platforms in Lithuania. In October 2024, YouTube's website recorded an impressive 209 million visits from users in Lithuania, significantly surpassing the traffic of other social media platforms. This dominance is further reflected in YouTube's advertising reach, with the potential to target approximately 78 percent of Lithuania's total population as of January 2024, translating to over two million individuals. Facebook, while still a significant player, lags YouTube in both website traffic and advertising reach.Lithuanian social media user demographics
Women occupy a larger share of social media users in Lithuania, which amounted to around 53 percent as of January 2024. Moreover, female users account for approximately 55 percent of the country's Facebook audience. Men only slightly outnumbered women in the age group from 25 to 34 years, which was the largest on this network, as well as on Instagram. Almost 35 percent of Lithuanian Instagram users belonged to it, while around 26 percent were between 18 and 24 years of age.Lithuanian enterprises embrace social media marketing
Businesses in Lithuania are increasingly recognizing the value of social media for their marketing efforts. As of 2023, nearly 57 percent of enterprises utilized at least one type of social media, including social networks, blogs, and multimedia content sharing websites. While the majority of companies opted for only one of these types, more than one-fifth employed two or more. Large enterprises with 250 or more employees are leading the way in leveraging these tools for marketing and customer engagement, with nearly nine out of ten companies of this size employing social media in 2023. In addition, Lithuania's online population expresses interest in recommendations and commentaries by influencers, with four out of ten internet users following influencers or content creators.With the number of social media users forecast to increase in the following years until 2030, social networking platforms will play an increasingly important role in shaping business strategies and consumer behavior in Lithuania. The growing interest in influencer content is expected to facilitate the social media and influencer advertising spending growth.
