According to TNS Emor ratings, Tallinn's municipal television channel TTV has doubled its share of viewers since the end of last year.
The ratings show that private channels have recently unseated national broadcaster ETV from the top spot, with residents over the age of four spending 10.9 percent of their TV viewing time in July tuned to ETV, down from an average of 15 percent over the year.
Kanal 2 took 16 percent of the share in July, while TV 3 came in with 11.7 percent.
Taxpayer-funded TTV, which costs 3 million euros annually to run, ended up with a 0.7 percent share of viewers in July, up from an average of 0.3 percent in 2012.
Today's Eesti Päevaleht reported the results of a city-commissioned study by Turu-uuringute AS showing that only 2 percent of the city's residents watch TTV daily, while 10 percent watch it once or twice a week.
More than 70 percent of residents surveyed reported did not watch the channel at all in May of this year, the subject month of the study.
TTV board member Toomas Lepa said the channel's goal is not entertainment, but intellectual content, which means lower audience numbers compared with those of commercial channels.
Other Estonian-based channels such as Kanal 11, ETV 2 and TV6 had audience shares of between 1.5 and 3 percent in July, with the rest of the viewer share - about half of the total - taken up by foreign channels.
The TNS Emor poll showed that residents of Estonia watched an average of around three hours of television per day in July, a figure that was the same in 2012.