Lithuania's digital advertising market continues to expand rapidly, with total digital ad spend reaching approximately USD 45 million in 2026. Connected TV advertising accounts for over a quarter of this budget, reflecting rising consumer engagement with streaming platforms. As more households adopt smart TVs and streaming devices, brands are increasingly investing in CTV to reach targeted audiences effectively.
The growth in connected TV viewership and ad spend underscores Lithuania's digital media shift. With a penetration rate of 62%, connected TVs are now central to household entertainment, enabling advertisers to leverage high-quality ad formats and precise targeting. This trend is expected to drive further innovation and investment in the Lithuanian CTV advertising landscape, boosting overall digital marketing effectiveness.