Latvia's digital advertising landscape is rapidly evolving, with CTV ad spending reaching an estimated EUR 45 million in 2026. The increasing adoption of smart TVs and streaming devices has driven this growth, capturing a significant share of the advertising market. The digital ad market now accounts for 65% of overall ad budgets, reflecting shifting consumer media consumption preferences and heightened digital engagement among Latvians.
With approximately 1.5 million CTV users, Latvia demonstrates a strong digital media presence. Consumers spend about 3.2 hours monthly on CTV platforms, indicating high engagement levels. The 15% growth rate in CTV ad spend highlights ongoing investments by brands to reach targeted audiences through innovative, data-driven advertising strategies, making Latvia a notable emerging market in digital advertising.