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In the Baltics, the number of people that use video streaming (SVoD) has been steadily increasing since 2017. In 2020, it stood at roughly 1.3 million people. Lithuania had the highest number of video streaming users at around 600 thousand, followed by Latvia and Estonia with 400 and 300 thousands users respectively. The Statista Digital Market Outlook estimates that the number of users will continue to increase, reaching around 1.5 million users in the Baltics by 2023.

Number of video-on-demand users in Baltic countries from 2017 to 2025 (in millions)

Characteristic	Lithuania	Latvia	Estonia
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-	-	-	-
-	-	-	-
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-	-	-	-
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Supplementary notes

Data provided by Statista Market Outlook are estimates
Video-on-Demand is defined as premium over-the-top Video-on-Demand (VoD) content, distributed over the internet. This includes three fee-based business models: firstly, rentals as a single transaction or pay-per-view (Transactional-VoD or TVoD), second, rentals as subscription-based services (Subscription-VoD or SVoD) and third, digital purchases via download or permanent cloud-storage (video downloads, also named electronic-sell-through or EST). Ad-supported content and services as well as amateur video contents are not included.

All figures are estimate. A detailed methodology can be found in the Statista Market Outlook.

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