TV3 (Estonia)

What is TV3 (Estonia)?

TV3 is a commercial television channel in Estonia, the Estonian business of TV3 Group. Its site publishes sport at tv3.ee/sport and carries the footer line “© AS All Media Eesti, 2026”.^[1] TV3 Group's own site gives the address “AS All Media Eesti, Peterburi tee 81, 11415 Tallinn, Estonia”.^[2]

TV3 Group describes its Estonian business: “TV3 Group in Estonia holds the leading market position in the most attractive media segments, having started broadcasting in 1998.”^[2] That is the group's description of itself. Its site lists free-to-air television channels, radio stations and the Go3 platform among its businesses.^[2]

Ownership. Viaplay Group's release of 1 February 2024 described TV3 Group as “a portfolio company of Bite Group and Providence Equity Partners”.^[3] Broadband TV News reported on 29 January 2026 that All Media Group, “the Baltic media business behind TV3 and Go3”, “sits within Bite Group, which is majority owned by Providence Equity Partners”.^[6] TV3 Group's own site, as retrieved, names no owner.^[2] The media regulator's list of media service licences could not be retrieved, so the licence holder is not given here from the regulator.

What does TV3 (Estonia) cover?

The sport site keeps a page for the Estonian football top division, the A. Le Coq Premium liiga, with news items on the league's players, results and statistics.^[1] The page as retrieved does not state which Premium liiga matches the channel carries, and none is claimed here.

Rights through Go3, 2024. Viaplay Group announced on 1 February 2024: “Starting 1 February, Viaplay's full live sports portfolio in the Baltic region will be sublicensed to TV3 Group's streaming service Go3, with direct Viaplay subscribers in the three countries to be transferred to Go3 during March.”^[3] TV3 Group's own announcement lists the competitions, among them the UEFA Champions League, the UEFA Nations League and qualifiers, EURO 2024, the Premier League, Formula 1, the NHL and the handball World Championship.^[4] Neither release states an end date, and whether each of those rights is still held on 25 September 2026 was not established.

FIFA World Cup 2026. ERR reported on 28 March 2026 that the tournament's 104 matches would reach Estonian viewers through TV3, Go3 and ERR together: 36 matches on TV3, 33 on ERR's channels, and every match on Go3.^[5] ERR's report described the group-stage pattern: “Jalgpalliõhtut alustab esimese ülekandega reeglina ETV või ETV2, sellele järgneva mängu toob vaatajateni TV3.”^[5]

How large is TV3 (Estonia)'s audience?

Estonia's television audience measurement is Emor's. Its report for August 2026 gives TV3 7.7 per cent of viewing time, including seven-day catch-up viewing, among residents aged four and over; the same table gives Kanal 2 10.5 per cent and ETV 14.6 per cent.^[7] That is one month's reading, and it is a share of all viewing time, not a figure for sport.

TV3 Group states of its Estonian business: “With headquarters located in Tallinn and approx. 199 employees, it accounts for more than 48% of commercial viewing in 2019 with 97% market penetration.”^[2] That is the group's own figure, for 2019, and it is a share of commercial viewing, not of all viewing.

Broadband TV News reported in January 2026: “Go3 says it has more than 600,000 customers across Lithuania, Latvia and Estonia and is targeting 1 million subscribers over the next few years, with an emphasis on platform development, sports and exclusive content, and more flexible pricing models.”^[6] That is Go3's own figure for the three countries together. No audience figure for tv3.ee/sport from an audited online measurement was retrieved.

Since when has TV3 (Estonia) existed?

TV3 Group states that its Estonian business started broadcasting in 1998: “having started broadcasting in 1998”.^[2] That is the group's statement about itself; no independent source for the date was retrieved, and it is not adopted here.

The streaming service Go3, through which TV3 Group has carried sport since the 2024 sublicence, is dated here only by that release of 1 February 2024.^[3]

Why does TV3 (Estonia) matter in Estonia's sport?

With ERR, TV3 and Go3 carried the 2026 World Cup to Estonian viewers, as ERR reported: 36 matches on TV3 and all 104 on Go3.^[5] Since February 2024 TV3 Group's Go3 service has carried the Baltic sublicence of Viaplay's live sport, which Viaplay Group described as its “full live sports portfolio in the Baltic region”.^[3]

Reporters Without Borders, in its 2026 index, ranks Estonia 3rd of 180 with a score of 88.54. It names two major private groups, Postimees Group and Ekspress Group, and the public broadcaster ERR, and states: “Media ownership in Estonia is so concentrated that it can be considered an oligopoly. The owners of the two major media groups also have stakes in other business sectors.”^[8] RSF's description of the market does not name TV3.

The Centre for Media Pluralism and Media Freedom's 2026 monitor states: “Estonian media policy is liberal and is based primarily on self-regulation by private media and the minimum requirements adopted from the European regulatory framework.”^[9] Those are the two bodies' characterisations.