Study: Traditional Media Usage Declines in Latvia as AI Usage Increases

In Latvia, the use of artificial intelligence (AI) tools has significantly increased over the past year, while the use of traditional media continues to decline, according to a study by the National Electronic Mass Media Council (NEPLP) titled 'On the Media Literacy of Latvian Residents,' as reported by the LETA agency.

AI tools have been used by 52% of respondents in the past year, compared to 29% last year and 19% in 2024.

At the same time, the study data indicates a decrease in the daily use of traditional media in Latvia. Commercial media in Latvia is used daily by 75% of respondents, compared to 80% last year and 82% in 2024. Meanwhile, 65% of respondents use the programs and services of Latvia's public media daily, compared to 72% last year and 76% in 2024.

The decline in the use of Latvian commercial media is also observed among young people. This year, 61% of young people used them daily, compared to 69% last year and 79% in 2024. Meanwhile, public media is used daily by 42% of young people, the same as last year, but six percentage points less than in 2024.

In the study, 18% of respondents indicated that they search for news purposefully, while another 35% partially search for it purposefully and partially notice it by chance. Meanwhile, 29% mostly come across news accidentally in social media feeds or recommendations, and 14% learn about current events from friends, family, or colleagues.