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Presented below is the section for Estonia from The Global Television Demand Report. Enjoy!

Estonia genre and subgenre preferences for series

• Estonia was one of the four most comedy-loving markets in this report. Comedies accounted for 14.9% ofdemand for series-above the global share of demand for this genre (13.6%).
• The overall share of demand across genres in Estonia was largely in-line with the other Baltic markets. However, Estonia was unique in having an above average share of demand for variety content (3.5%). This is larger than the less than 2% share of demand for the genre in Latvia and Lithuania.
• The 10.2% share of demand for reality series in Estonia made it one of only four markets in this report to have a greater share of demand for this genre than the global share of demand for reality series (9.3%).

• It was a tight race for the top subgenre in Estonia. The school age subgenre of children’s content had only 1% less demand than the top ranked subgenre for the quarter, crime drama.
• Estonia was the only Baltic market where a reality subgenre ranked in the top ten. Competition reality ranked as the tenth most in-demand subgenre and helped drive high demand for reality series overall in Estonia.
• While sitcom only ranked as the third most in-demand subgenre in Estonia (like it did in most markets in this report), it had the most demand relative to the top ranked subgenre. The demand for sitcoms was 88% the demand for crime dramas this quarter.

Estonia originals share of demand and demand distribution

• Estonia was one of only two markets in this report where ITV ranked among the top 15 platforms or channels by share of demand for original content. 1.9% of demand for all shows in Estonia this quarter was for an ITV original.
• BBC content accounted for 3.8% of demand for shows in Estonia this quarter-the broadcaster’s second largest share of demand across markets in this report. This further underscores the popularity of imported British content in Estonia.
• HBO content made up the second largest share of demand in Estonia. The 6.5% share of demand for HBO content was well above the premium channel’s 4.3% share of demand globally.

• The Russian children’s series, Masha and the Bear, ranked as the most in-demand show in Estonia in Q3 2023 with 12.9 times the average series demand.
• The popularity of Love Island UK helped boost overall demand for ITV content in Estonia this quarter. The British reality series had 3.7 times the average series demand and ranked higher in Estonia than in any other market in this report.
• Another imported reality series also found fans in Estonia this quarter. Master Chef Australia had 5.6 times the average series demand and ranked highest in Estonia in this report.

Top series in Estonia

Here are the top 20 most in-demand series in Q3 2023 in Estonia across all platforms:

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