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Social media in the Baltics

Statistics report on the social media market in the Baltic States

This report presents a statistical overview of social media usage in the Baltics, providing up-to-date information on the number of social media users and the leading social media platforms in Estonia, Latvia, and Lithuania, as well as data on user demographics and behavior across the region.
More graphs on the social media usage in Lithuania can be found in the dedicated report.

Table of contents

Overview

7
  • Premium Statistic Number of social media users in Estonia 2000-2040
  • Premium Statistic Number of social media users in Latvia 2000-2040
  • Premium Statistic Number of social media users in Lithuania 2000-2040
  • Premium Statistic Social media identities as a share of population in the Baltics 2025, by country
  • Basic Statistic Enterprise social media use in the Baltics 2015-2023, by country
  • Premium Forecast Social media advertising spending in the Baltics 2017-2030, by country
  • Premium Statistic Influencers as a share of population in the Baltics 2022, by country

Leading platforms

6
  • Premium Statistic Most visited social media platforms in Estonia 2024
  • Premium Statistic Most visited social media platforms in Latvia 2026
  • Premium Statistic Most visited social media platforms in Lithuania 2024
  • Premium Statistic Leading social media websites in Estonia 2025, by web traffic share
  • Premium Statistic Leading social media websites in Latvia 2023, by web traffic referral share
  • Premium Statistic Leading social media websites in Lithuania 2026, by web traffic share

Meta Platforms users

10
  • Premium Statistic Number of Facebook users in Estonia 2017-2030
  • Premium Statistic Number of Facebook users in Latvia 2017-2030
  • Premium Statistic Number of Facebook users in Lithuania 2017-2030
  • Premium Forecast Number of Instagram users in Estonia 2017-2030
  • Premium Forecast Number of Instagram users in Latvia 2017-2030
  • Premium Forecast Instagram users in Lithuania 2017-2030
  • Premium Forecast Number of WhatsApp users in Estonia 2017-2030
  • Premium Forecast Number of WhatsApp users in Latvia 2017-2030
  • Premium Forecast Number of WhatsApp users in Lithuania 2017-2030
  • Premium Statistic Number of Messenger users in the Baltics 2024, by country

Other platforms' users

9
  • Premium Forecast Number of Pinterest users in Estonia 2017-2030
  • Premium Forecast Number of Pinterest users in Latvia 2017-2030
  • Premium Forecast Number of Pinterest users in Lithuania 2017-2030
  • Premium Forecast Number of LinkedIn users in Estonia 2017-2030
  • Premium Forecast Number of LinkedIn users in Latvia 2017-2030
  • Premium Forecast Number of LinkedIn users in Lithuania 2017-2030
  • Premium Forecast Number of Reddit users in Estonia 2017-2030
  • Premium Forecast Number of Reddit users in Latvia 2017-2030
  • Premium Forecast Number of Reddit users in Lithuania 2017-2030

User demographics

10
  • Premium Statistic Gender distribution of social media users in the Baltics 2025, by country
  • Premium Statistic Facebook user share in Estonia 2024, by age group and gender
  • Premium Statistic Facebook user share in Latvia 2024, by age group and gender
  • Premium Statistic Facebook user share in Lithuania 2025, by age and gender
  • Premium Statistic Instagram user share in Estonia 2024, by age group and gender
  • Premium Statistic Instagram user share in Latvia 2024, by age group and gender
  • Premium Statistic Instagram user share in Lithuania 2024, by age and gender
  • Premium Statistic Share of LinkedIn users in Estonia 2024, by age group
  • Premium Statistic Share of LinkedIn users in Latvia 2024, by age group
  • Premium Statistic Share of LinkedIn users in Lithuania 2024, by age group

Social commerce

4
  • Premium Statistic Penetration rate of social commerce in the Baltics 2018-2030
  • Premium Statistic Leading social media platforms among e-shoppers in Estonia 2023
  • Premium Statistic Leading social media platforms among e-shoppers in Latvia 2023
  • Premium Statistic Leading social media platforms among e-shoppers in Lithuania 2023

User behavior

4
  • Basic Statistic Main social media use purposes in the Baltics 2023, by country
  • Basic Statistic Share of people following influencers in the Baltics 2023, by country
  • Basic Statistic Preferred influencer content categories in the Baltics 2023, by country
  • Premium Statistic Trust in social media news in the Baltics 2022, by platform and country
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