🇪🇪🇱🇻🇱🇹 Baltic Media 2025 — General Overview
The Baltic media landscape in 2025 remains compact but economically stable.
Across Estonia, Latvia and Lithuania, most leading media companies ended 2024 with a profit, according to Baltic Media Health Check 2024–2025 (organized and supported by the Anne-Marie and Gustaf Ander Centre for Media Studies at the Stockholm School of Economics in Riga).
The long-standing narrative of a “dying press” no longer matches the data: digital revenues and subscription income have compensated for the fall in print circulation, and the core television and online groups remain solvent.
Consolidation continues.
Roughly two-thirds of all revenue and audience share are controlled by three regional groups:
Ekspress Grupp – owner of Delfi and affiliated digital and print brands in all three states;
MM Grupp / Postimees Grupp – operating Postimees, TVNET, Apollo, BNS;
TV3 Group / All Media Baltics – the main television and radio network.
Alongside them, the public broadcasters – ERR (Estonia), LTV/LSM (Latvia) and LRT (Lithuania) – remain key structural players with stable budget financing.
🇪🇪 Estonia
Estonia shows the highest digital integration and profitability among the three markets.
Ekspress Grupp and Postimees Grupp dominate, both maintaining positive margins and diverse income streams (subscriptions, digital ads, events).
Public broadcaster ERR is strong in audience but comparatively moderate in scale and does not distort market competition.
🇱🇹 Lithuania
Lithuania remains the most competitive and regulated environment.
The market is driven by Delfi.lt and Lrytas.lt, with the Competition Council actively monitoring mergers.
Public broadcaster LRT holds a solid position with high trust indicators and an accepted public-service model focused on culture and education rather than commercial content.
🇱🇻 Latvia
Latvia’s market is smaller and more polarised.
Commercial leaders TV3 Group and Delfi Latvia compete with TVNET Grupa (Postimees Grupp) and the public broadcaster LTV/LSM, whose turnover rivals that of private media.
This overlap between public funding and market activity has become a distinctive feature of the Latvian media ecosystem.
Regional trends:
Print continues to shrink; postal subsidies keep daily distribution viable.
TV and online converge into single hybrid platforms combining video, podcasts and social media.
Digital advertising grows but large portions flow to global platforms, limiting local reinvestment.
Public broadcasters are the most financially stable entities; private outlets survive through consolidation, niche targeting and cross-border ownership.📊 Source: Baltic Media Health Check 2024–2025
Image: photos/photo_19@07-11-2025_19-48-23.jpg