YouTube is arguably the most popular streaming platform in Estonia, while users on average spend the most time on Netflix.
In addition, according to statistics published by the telecom operator Elisa, several other domestic and foreign platforms are showing signs of growth. In 2021,YouTube had nearly three times as many viewers each month tahnm Netflix and 35 times more than Amazon Prime Video. However, compared to the previous year, YouTube was the only platform that saw its audience fall, while the number of Netflix users rose by nearly a third.
Elisa notes that the number of users has increased mainly from year to year on most platforms, in 2020 users spent significantly more time watching video content, and last year there was a noticeable downward trend. In both years, the biggest changes have been in Amazon Prime Video.
According to Kertu Popp, Elisa’s head of entertainment services, “In 2020, the keywords of the year were distance learning, caution and the closure of society, which meant that entertainment had to be found without leaving home. Statistics clearly show that people turned to videos, films and series.
“Last year, the work of cinemas partially recovered, people traveled more boldly and attended concerts, so they also spent less time in the company of video content”.
In recent years, the average user spent the most time on Netflix and the least on Amazon Prime Videos. Compared 2020, it can be seen that on average, the data volumes per user in a stream were 12% higher in one month, while in the case of Prime Video the jump was almost 20%.
