Social Media Users and Marketing Statistics in Latvia (2026)

By 2026, Latvia's social media landscape has expanded significantly, with approximately 1.85 million users representing over 83% of internet users. The average engagement per user remains high, with 2.5 hours spent daily on platforms like Facebook, Instagram, and TikTok, driven by increased mobile access and digital literacy. Marketers are increasingly allocating budgets toward social channels, with ad spend reaching around €45 million, reflecting growing confidence in digital advertising's effectiveness.

Influencer marketing continues to thrive, reaching over 1.2 million Latvians and contributing to brand visibility. As social media usage deepens, small and medium-sized enterprises are leveraging targeted ads and influencer collaborations to boost sales and brand awareness. The digital ecosystem's maturity in Latvia suggests a sustained growth trajectory, with social media becoming central to marketing strategies across various sectors in 2026.