Social media in the Baltics - statistics & facts
Social media have become an essential part of the daily life and media consumption in the Baltics. In Latvia and Lithuania, following the news and current events is the most common purpose of using social networks, and in Estonia, it is the second-major one. This makes the region even more vulnerable to disinformation, which is often discussed at the political level due to the potential influence of sanctioned media outlets from neighboring Russia on the content published on Telegram and TikTok. The latter was estimated to have an addressable audience of over 900,000 users in Lithuania only.
In the following years until 2030, the Baltic social media landscape is expected to see an increase in the number of users in all three countries and thus a higher popularity of social media marketing and commerce. The spending on social media advertising is projected to continue growing, with Lithuania recording the highest figures.
Lithuania is to see the highest growth in social media users
Between 2024 and 2029, the number of social media users in Lithuania is expected to grow by over 20 percent, the highest rate in the Baltics. To compare, the user count in Latvia and Estonia is forecast to increase by approximately 14 percent and 10 percent in the same period, respectively. A Baltic country with the largest population, Lithuania also has the highest social media user base, standing at around 1.9 million.Social media user behavior in Latvia
In Latvia, which records the second-highest number of social media users in the Baltics, nearly eight in ten residents use social media at least once a week, with two-thirds accessing these platforms daily or almost daily. Nevertheless, 16 percent of Latvians reported never having accessed social media. The capital city, Riga, leads in social media engagement, with seven out of ten residents using social networks every day or almost every day. While urban areas show higher usage rates, rural settlements are not far behind, with approximately six in ten people using social media daily. Looking at consumption by gender, women tend to browse social media more frequently.Which social media platforms are popular in the Baltics?
Facebook, YouTube, and Instagram are among the most commonly used social media platforms across the Baltic countries. YouTube recorded the most website visits in this category, with around 77.6 million in Estonia in October 2024. At the same time, Facebook accounted for the largest share of referred web traffic on third-party websites, for instance, at over 60 percent in Latvia in 2023. Among Lithuanian e-shoppers, Facebook and YouTube are the most popular platforms, followed by Instagram and TikTok.In the following years until 2030, the Baltic social media landscape is expected to see an increase in the number of users in all three countries and thus a higher popularity of social media marketing and commerce. The spending on social media advertising is projected to continue growing, with Lithuania recording the highest figures.
