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Media consumption

Gemius: Analysis of Estonian news portals

Internet technology and research company Gemius has compiled data about the most popular news portals from computers in Estonia for January 2025. The analysis highlights distinct audience behaviors across different age groups and genders, revealing that while many sites have a fairly balanced gender split, men tend to be the more engaged readers on average. Interestingly, older male and female users are often the most dedicated, spending significantly more time on these portals compared to younger audiences.

GemiusAudience data shows that delfi.ee started the year with 438 000 Real Users from computers, out of which 52 percent were women and 48 percent – men. While women formed the majority of the audience, men turned out to be more engaged readers, spending an average of 20 minutes daily on the portal compared to women’s 16 minutes. Notably, the most dedicated readers were men aged 45 to 74, speding on average 27 minutes daily, and women aged 55 to 74, spending around 23 minutes every day, showcasing the portal’s strong resonance among mature audiences.

Similarly, err.ee reported impressive engagement in January, attracting 312 000 Real Users from computers, with a gender split of 51 percent women and 49 percent men. Women demonstrated notably higher engagement, spending an average of 43 minutes daily on the portal compared to men’s 34 minutes. Among both genders, the most active users were those aged 55–74, with men dedicating 50 minutes per day and women spending in the portal an impressive 1 hour and 3 minutes daily.

News portal postimees.ee in January attracted 304 000 Real Users from computers, with a nearly even gender split: 51 percent were women and 49 percent - men. However, similar to delfi.ee, men proved to be more engaged readers, spending an average of 16 minutes daily on the portal compared to women’s 10 minutes. The most active readers were men aged 45–74, who spent an average of 20 minutes daily, while for women the age group that stood out the most was 35-74, spending an average of 11 minutes per day.

Meanwhile, ohtuleht.ee attracted 159 000 Real Users from computers, with women making up a significant majority at 59 percent, compared to 41 percent for men. Despite the larger female audience, men once again emerged as more engaged, spending an average of 11 minutes daily on the portal compared to women’s 8 minutes. Among men, those aged 45–74 were the most dedicated readers, spending an average of 14 minutes per day. For women, there were no specific age groups that significantlly stood out from the others, but the longest engagement was for users aged 15–24 and 35–44 spending an average of 8 minutes daily, while those aged 55–74 spent slightly longer - 9 minutes.

Aripaev.ee reported a balanced audience in January 2025, with an equal split of 50 percent men and 50 percent women among its 110 000 Real Users from computers. However, men demonstrated higher engagement, spending an average of 4 minutes daily on the portal compared to women’s 2 minutes. The most active male readers were aged 35–54, spending an average of 5 minutes per day, while among women, those aged 55–74 showed the longest engagement, spending an average of 3 minutes daily.

News portal online.le.ee began the year with 23 000 Real Users from computers, evenly split between men and women at 50 percent each. Men showed slightly higher engagement, spending an average of 7 minutes daily on the portal, but for women it was 6 minutes. The most active male readers were aged 15–34, spending an average of 8 minutes daily, while among women, the highest interest can be observed among the more mature users aged 55–74, with an average daily engagement of 6 minutes.

Lastly, uueduudised.ee reached 20 000 Real Users from computers, with male audience being the majority – 73 percent, while women accounted for 27 percent. Men demonstrated significantly higher engagement, spending an average of 13 minutes daily, compared to just 3 minutes for women. Among both genders, the 55–74 age group appeared as the most active, with men dedicating 16 minutes per day on the portal, while women maintained their average of 3 minutes.

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.