Duo Media Networks’ flagship television channel Kanal 2 recorded sharp growth among younger audiences in Estonia in September. The audience share jumped 53% among 18 to 39 year olds and 23% among 18 to 49 year olds compared with September last year. The aily reach, meaning the number of unique daily viewers, also increased in both target groups, by 14% and 7%, respectively, the broadcaster reports.

In September, more than half of the ten most-watched programs on Estonian television among viewers aged 18 to 49 aired on Kanal 2. This shows that the growth is supported by a broad range of content rather than a single successful title. The clear leader in the national ranking was the premiere episode of the first Estonian season of The Traitors, which achieved an average rating of 17.3% and an audience share of 41% in this demographic. The format also gained strong traction on social media, demonstrating how a major local production can engage younger audiences across television and digital platforms.

“The growth in both audience share and daily reach shows that younger adults are spending more time with Kanal 2 and that more of them are choosing the channel each day. Younger viewers choose television when the content feels relevant and creates a shared experience. For advertisers and agencies, this confirms that television can still deliver younger audiences at scale,” said Jüri Pihel, Chairman of the Management Board of Duo Media Networks.

The growth also reflects a broader programming strategy across Kanal 2’s schedule. Moving the popular daily talk show Õhtu! (Evening) to 18.00 strengthened the early evening schedule. New local productions including the reality show Armastuse sadam (Port of Love) and the lifestyle show Kuldne pilet (Golden Ticket) broadened Kanal 2’s entertainment offering and strengthened its relevance among younger adults.

Kanal 2 is complemented by Duo Media Networks’ thematic channel portfolio, including Duo 3, Duo 6, Duo Drama and Duo Star, each serving clearly defined genres and audience segments. Among viewers aged 18 to 49, the combined audience share of the thematic channels grew by 33% year on year in September.