vaatajad
Vaatajad is the Estonian term for people who watch something, covering television audiences, cinema-goers, and online viewers. The singular form is vaataja; the plural is vaatajad. In everyday usage, vaataja commonly refers to a person who consumes media content, while vaataja can also simply mean a viewer in a broader sense. In different contexts, other words such as vaatleja may be used to emphasize the act of observing rather than consuming media.
Etymology and form: The word derives from the verb vaatama, meaning to watch or look. The agent
Usage and context: Vaatajad are the primary audience group described in broadcasting, film, and online media
See also: Related terms include vaataja (singular), vaatleja (observer), and audience-related concepts in media studies.