45 minutes
Average daily short-form video watch time
Estonian consumers spend significant time on platforms like TikTok and Instagram.
78%
Percentage of brands using short-form video ads
Most Estonian companies leverage short videos for marketing campaigns.
EUR 12 million
Estimated digital advertising spend on short-form videos (EUR)
Investment continues to grow in Estonia’s digital ad space.
6.8%
User engagement rate with short-form videos
High engagement reflects popularity among Estonian audiences.
150,000
Number of active short-form video content creators
Vibrant community driving content creation in Estonia.
In 2026, Estonian consumers are engaging extensively with short-form videos, with an average of 45 minutes daily. Brands have recognized the power of platforms like TikTok and Instagram, increasing their ad spend significantly, which now totals around EUR 12 million annually. This surge indicates a shift towards video-centric marketing strategies as businesses aim to reach digital-savvy audiences effectively.
The high user engagement rate of 6.8% demonstrates that Estonian viewers actively interact with short videos, fostering a dynamic content ecosystem. With over 150,000 content creators, Estonia boasts a vibrant digital community that fuels innovation and keeps the local short-form video scene competitive and diverse, further boosting the country's digital economy.
Disclaimer: All statistics presented are 2026 estimates and projections based on industry trend analysis, historical data, and publicly available research. Individual data points may vary from actual figures.