Gemius: A Look at Estonian Websites in the First Months of 2025
Google and Facebook remain at the top
The search engine Google and the social networking website facebook.com continue to hold the top two positions, despite slight audience fluctuations during the first months of 2025. Google started the year with 694 000 Real Users which is by 12 000 more than in last year’s December, however, February followed with 16 000 user decline, resulting in 679 000 Real Users. Facebook.com already started the year with a slight 1000 user decrease, in total reaching 488 000 Real Users in January, but in February the platform was visited by 475 000 Real Users – down by 13 000 from January.
Government websites on the rise
One of the standout performers was emta.ee, the Estonian tax and customs board website, that each year showcases a common tendency of huge audience increases during February – the month of yearly income tax declarations. Emta.ee ended last year with 101 000 Real Users, in this year’s January reached 187 000 Real Users, but in February the number had already trippled, reaching 305 000 Real Users, meaning that March will most probably follow with noticable audience drops, bringing the numbers back to normal.
Estonian information system authority site ria.ee also experienced a significant growth, increasing by 87 000 users in January - 369 000 Real Users, and by 23 000 users in February, ending the month with 392 000 Real Users.
AI reaches new hights
The new year for the AI-based site chatgpt.com started on a very positive note: January closed with 150 000 Real Users, 7000 more than in December, but February followed with even bigger rise by reaching 26 000 more users and resulting in 176 000 Real Users – the highest number reached ever since chatgpt.com joined the top.
What else has happened?
The first months of 2025 brought some notable changes to the digital landscape. Health portal terviseportaal.ee showed remarkable growth in January with a 47 000 increase, reaching 160 000 Real Users but experienced the steepest decline in February, losing 28 000 users, resulting in 132 000 Real Users. Meanwhile, e-commerce platforms faced challenges in maintaining their audience. Kaup24.ee saw a 17 000 audience drop in January (153 000 Real Users) and an additional 11 000 decline in February (142 000 Real Users), while temu.com experienced a 10 000 decrease in January (140 000 Real Users) and dropped out of the top rankings entirely by February.
In January, the top was left by bing.com and telia.ee, making room for emta.ee (187 000 Real Users) and cvkeskus.ee (141 000 Real Users), however, by February, reddit.com and temu.com had fallen out of the top, while bing.com (127 000 Real Users) returned and was joined by go3.tv (123 000 Real Users), signaling a dynamic start to the year in the online world.
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.
