AS Ekspress Grupp, the leading Baltic media group, has reported a significant increase in digital subscriptions for the fourth quarter of 2024. The company's digital subscription base grew by 15% year-over-year, reaching a total of 238,182 subscribers at the end of December. This impressive growth is a testament to the group's strategic focus on digital revenue and the increasing demand for high-quality digital journalism in the Baltic States.

The growth in digital subscriptions was driven by several key factors:

1. Successful Marketing Campaigns: In Estonia, the most mature market, growth was primarily driven by successful marketing campaigns, particularly for AS Delfi Meedia, the group's largest media company operating in Estonia. Delfi Meedia's digital subscriptions increased by 12% year-over-year, reaching 114,631 subscribers.
2. Organic Market Growth: In other Baltic States, the group saw organic market growth, indicating an increasing habit of readers to pay for high-quality digital journalism. This trend was evident in the 11% year-over-year increase in digital subscriptions for AS Delfi Meedia and the 33% year-over-year increase in digital subscriptions for Delfi A/S in Latvia.
3. Launch of Subscription Sales for New Media Companies: The group's newest media company, Lithuanian news portal Lrytas, successfully launched subscription sales and increased its digital subscriptions by 84% in 2024. This significant growth contributed to the overall increase in digital subscriptions for AS Ekspress Grupp.
4. Focus on All Markets and Media Companies: The group's strategy to focus on all markets and media companies, as stated by Mari-Liis Rüütsalu, the Chairman of the Management Board, played a crucial role in the growth of digital subscriptions. This approach allowed the group to tap into the potential of all its media companies and markets, leading to a more balanced and robust growth in digital subscriptions.

The strategic goal of AS Ekspress Grupp is to increase the volume of digital subscriptions to 340,000 subscribers in the Baltic countries by the end of 2026. The group's long-term focus on organic growth of its existing digital business, with the main growth driver being digital subscriptions, is expected to contribute to the achievement of this goal.



In conclusion, AS Ekspress Grupp's digital subscription growth in the fourth quarter of 2024 is a testament to the group's strategic focus on digital revenue and the increasing demand for high-quality digital journalism in the Baltic States. The company's success in driving digital subscription growth is a result of its effective marketing campaigns, organic market growth, launch of subscription sales for new media companies, and focus on all markets and media companies. As the group continues to execute its long-term strategy, it is well-positioned to achieve its goal of increasing the volume of digital subscriptions to 340,000 subscribers in the Baltic countries by the end of 2026.