Gemius: Insights into Estonia's most visited websites in May and June 2025
Temporary declines among global leaders
The top three international websites - Google, Facebook, and YouTube - each saw short-term drops in desktop user numbers. Google decreased from 751 000 Real Users in May to 726 000 in June. Facebook.com followed a similar trajectory, dropping from 562 000 to 538 000, while YouTube declined from 517 000 to 500 000. Although all three continue to lead the rankings, this downward movement suggests a temporary shift in user behavior.
Ria.ee, instagram.com, and chatGPT.com see early summer growth
One of the most notable shifts in the rankings came from ria.ee, the website of the Estonian Information System Authority. After dropping to 363 000 Real Users in May, the site rebounded strongly in June with a 9 percentage point increase, reaching 400 000 users. A similar upward trend marked the start of summer for instagram.com and chatgpt.com. Instagram grew from 230 000 Real Users in May to 249 000 in June, while ChatGPT.com rose from 195 000 to 212 000 users over the same period.
News portals see modest audience drops
Estonia’s leading news websites continued to engage large audiences, despite experiencing slight declines. Delfi.ee remained one of the top local sites, attracting 414 000 Real Users in May and 408 000 in June, while postimees.ee audience decreased from 370 000 to 356 000 users, but õhtuleht.ee recorded 142 000 users at the end of May and 137 000 by the end of June.
What else has happened?
The most noticable audience declines were for terviseportaal.ee in May and kaup24.ee and inforegister.ee in June. These months also brought changes in the top rankings – in May, the top was left by reddit.com and cvkeskus.ee, while bing.com (138 000 Real Users) and k-rauta.ee (134 000 Real Users) joined. However, by June, k-rauta.ee had fallen out of the top, while emta.ee (174 000 Real Users) returned.
Visits from all platforms together
When looking at the combined statistics across all platforms—both PC and mobile—a clear picture emerges of user engagement with Estonian websites. In May, the news portal delfi.ee attracted 706 000 Real Users, before experiencing a slight drop to 688 000 users in June. Õhtuleht.ee saw an opposite trend, growing from 355 000 users in May to 370 000 in June. The email service mail.ee maintained stable performance, increasing from 89 000 to 91 000 users over the same period, and lastly, the business-oriented site rup.ee had a more modest audience, with 20 000 Real Users in May and 18 000 in June.
A reminder on methodology changes
As of April 1, 2025, Gemius’s gemiusAudience study incorporates the new JAR Flex (Joint Apocalypse Response Flex) methodology, designed to address the impact of evolving cookie policies. By combining First-Party and remaining Third-Party Cookies, JAR Flex ensures consistency in data quality despite ongoing technical changes across web platforms.
The top is based on data about internet audience that is aged between 15 and 74 years of age, is from the territory of Estonian state and visit sites from computers. gemiusAudience research is based on a complex and modern methodology that allows to see the number of real persons (Real Users) within a page, rather than looking at cookies or IP addresses that do not show the number of actual persons visiting the relevant page. In case you are also interested in data about scripted sites visited from applications or mobile devices, not only computers, or have any other questions, please contact us by writing to kontakt@gemius.ee.
