The first study of global online media coverage encompassing all three Baltic states: Lithuania leads in mentions, Latvia in positive tone

The Baltic states - Lithuania, Latvia, and Estonia - continue to be portrayed in international media as frontline countries, according to a new study by the data analytics company Repsense.

The study, “The Baltic States in the Eyes of the World 2025,” is an expanded version of the project “Lithuania in the Eyes of the World,” which has analyzed Lithuania’s image in global media for four consecutive years. This year, in the largest study of its kind, the AI platforms Adler and Havel, developed by Repsense, analyzed more than 3.2 million mentionsfrom media outlets in 100 countries worldwide.

“Do Lithuania and the Baltic states remain frontline countries in the eyes of foreign media? The data provides a clear answer - yes,” said Mykolas Katkus, founder of Repsense. “It is not surprising that Lithuania attracts the most attention from the United States (142,240 media mentions) and from Russian media (141,050 mentions). All other efforts to shape the countries’ image tend to dissolve in the fog of geopolitical tensions.”

Mentions of the Baltic States in Global Media

Lithuania received the most attention of all three Baltic states - 918,000 mentions. Estonia came in second with 812,000, and Latvia third with 736,000 mentions. The study also reviewed 769,000 mentions of Lithuania on social media.

Themes: Geopolitics Overshadows Economy and Tourism

About 60% of all texts about Lithuania analyzed by Repsense were assigned to a specific narrative. Business, tourism, quality of life, sports, and other topics accounted for only a small share of mentions, indicating that geopolitical tensions overshadow the country’s “soft” image.

Sentiment: Latvia – the only one with positive days

The study revealed significant sentiment differences among the Baltic countries. The average sentiment of mentions about Lithuania in traditional media was -15.2%, and on social media – -13%. Estonia’s figure was -14.4%. Meanwhile, Latvia’s sentiment was the best in the region – -10%, and Latvia even had 7 days during the year when the average daily sentiment was positive.

Negative sentiment does not mean a bad reputation – it reflects the reality we live in,” says M. Katkus. “When we are mentioned only in topics about Ukraine, war, scandals, or Russian threats, the tone cannot be positive. The good news is that in the West we are still seen as part of the solution, not the problem.

Latvia’s Oscar: a cultural triumph

The most significant source of positive publication sentiment for Latvia was the Oscar win for the film Flow (Latvian: Potvynis). On March 3, when the award was announced, the sentiment of mentions about Latvia reached +12.9% – the highest figure in the entire Baltic region for the year.

“The Oscar win for Latvia’s animated film Flow is a great example of how culture can improve a country’s image,” said M. Katkus. “Latvia has the fewest mentions among the three Baltic countries, but the best sentiment. The Oscar win was able to clear much of the political fog.” Positive news about Latvia was also supported by the EuroBasketchampionship hosted in the country.

Lithuania’s political upheavals: government crisis in the world spotlight

In 2025, Lithuania’s domestic political events received significant international attention. On July 31, Prime Minister Gintautas Paluckas resigned due to a corruption scandal, followed by the resignation of the entire government on August 5. These events were widely reported worldwide, and social media sentiment on that day showed a particularly negative score (-29.9%).

The large December protests in Vilnius over proposed amendments to the LRT law also received considerable attention. Remigijus Žemaitaitis’s antisemitic statements were widely reported in foreign media, mainly in Russia (about 280 mentions), as well as in the US and Poland.

How Lithuania’s biggest stories have changed

According to previous Repsense “Through the Eyes of the World…” studies, in 2023 Lithuania’s biggest international stories were the victory over the US in the FIBA World Cup and the migrant crisis at the Belarusian border. In 2024, the main topics became geopolitical: defense, support for Ukraine, and relations with Russia. The DHL plane crash in Vilnius became the most widely covered story of the year worldwide. In 2025, this trend continues – security and defense topics dominate.

Lithuania’s biggest stories

Lithuania continued to attract interest from similar countries. The number of publications increased somewhat in the US and India, while German and Polish media coverage decreased.Latvijos Oskaras: kultūros triumfas

*Šaltinis: Repsense, 2024 m. duomenys apie Lietuvos paminėjimus*

Shared Denominators Across the Baltic States

The study identified several major topic clusters common to all three Baltic countries:

BRELL power grid disconnection – the most significant February event for all three countries;
NATO and defense topics – the dominant narrative across all three states;
Airspace protection – including border violations in Estonia and balloons over Lithuania;
Cables and maritime security, as well as the Helsinki summit on Baltic Sea security;
EuroBasket tournament – a sports highlight, particularly showcasing Latvia as the host, while Lithuania was also prominently visible.

Conclusions and Recommendations

“The Baltic countries are perceived internationally as a cohesive front-line region, with similar evaluations and recurring themes. The only way to stand out is through major cultural, sports, or economic achievements – this year, Latvia’s Oscar win is an example,” said Mykolas Katkus. “We shouldn’t give up; more effort is needed to promote positive news, because the signals currently sent to investors or tourists are not encouraging.”

The Through the Eyes of the World research series was launched by data analytics company Repsense in 2023. The findings are widely discussed by communities in investment, tourism, and political analysis.

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FACT BOX

STUDY: THE BALTIC COUNTRIES THROUGH THE EYES OF THE WORLD 2025

Key Figures:

Total mentions analyzed: 3.2 million
Countries monitored: 100
Period: January 1 – December 31, 2025

Media mentions by country:

Lithuania: 918,000 (sentiment: -15.2%)
Estonia: 812,000 (sentiment: -14.4%)
Latvia: 736,000 (sentiment: -10.0%)

Lithuania mentions by country:

USA: 142,240 (14.44%)
Russia: 141,050 (14.32%)

2025 – LITHUANIA THROUGH THE EYES OF THE WORLD: KEY EVENTS CHRONOLOGY

February: BRELL disconnection; Zelensky meets Baltic leaders in London
March: US soldiers go missing in exercises; Ottawa Convention; IKEA arson
May: German brigade inauguration; Eurovision; shadow fleet incidents (Estonia)
September: EuroBasket; Russian fighter jets enter Estonian airspace; prisoner releases from Belarus
October: Balloon crisis begins
November: Football qualifier (Netherlands 4:0 Lithuania)
December: State of emergency due to balloons; protests over LRT

ABOUT REPSENSE

Founded in Vilnius in 2021, Repsense is a data analytics company that developed the public information analysis platform Adler. The platform evaluates online perception using 86 factors, identifying propaganda and misinformation. In December 2025, the company secured a €2 million investment.

In global perception, the Baltic states remain overshadowed by the fog of the front line: Lithuania leads in the number of mentions, while Latvia leads in tone