In 2025, the Latvian media advertising market reached 94.4 million euros, representing a modest growth of 1.6% compared to 2024.

While overall growth was slow, there were significant shifts across different advertising channels:

Outdoor Advertising (OOH): This was the primary driver of market growth, increasing by 23.0% to reach 20.68 million euros. It has now solidified its position as the second-largest advertising channel in Latvia. This surge was fueled by the digitalization of outdoor formats (DOOH), pre-election activities, and increased investment from the FMCG, catering, and public sectors.

Television: Despite a 6.5% decrease in volume to 33.62 million euros, TV remains the dominant advertising channel in the country with a 35.6% market share.

Radio: This segment maintained stable growth, increasing by roughly 5.3% in the first half of the year.

Internet: While local internet portals saw little to no growth, there was significant expansion in digital video and addressable TV formats.

Print Media: Both newspapers and magazines continued their long-term decline in market share.

Key Trends

1. Addressable TV: 2025 marked a strong start for personalizable TV advertising in Latvia, with many advertisers shifting traditional linear TV budgets toward these new digital formats like Youtube.

   
   

2. Stagnation vs. Innovation: The broader market is characterized by overall stagnation, yet brands are finding growth opportunities by pivoting toward digital video and modernized outdoor advertising solutions.

📌 More information - https://www.lra.lv/lv/zinas/latvijas-mediju-reklamas-apjoms-2025-gada-94-4-miljoni-eiro