Newspapers in Sweden - Statistics & Facts

The number of daily newspaper publishers in Sweden amounted to 171 in 2019. The largest newspaper publishing company in Sweden is Bonnier. As of 2018, the publisher generated a revenue of nearly 4.5 billion Swedish kronor with its daily newspapers Expressen, Dagens Nyheter, and Sydsvenskan. Norwegian Schibsted, the owner of Aftonbladet and Svenska Dagbladet, came second, reaching a value of roughly 2.7 billion Swedish kronor that year. The third biggest company was Mittmedia, which has been part of Bonnier News since April 2019.

In 2018, a Swedish household spent on average over 1.5 thousand Swedish kronor on news. This was among the media in the country consumers spent most on, after mobile and internet subscriptions, as well as radio, television, streaming, and cinema spending. Compared to another survey from 2016, expenditures on newspapers decreased. In fact, reading daily newspapers in Sweden, including both printed and digital, steadily declined in the past years. Only roughly half of individuals interviewed for a survey read daily newspapers on an average day in 2018. Nine years earlier, the share of Swedes was 77 percent. Similarly, the newspaper industry in Sweden had a value of five billion Swedish kronor less in 2018 than seven years before.

However, the daily reach of online newspapers in Sweden increased from 17 percent in 2008 to nearly a third as of 2018. The most common age group reading daily newspapers on the internet on a daily basis was 36 to 45 years. The advertising spending on digital newspapers in the Scandinavian country correspondingly grew in recent years. Meanwhile, the printed newspaper ad expenditure decreased significantly. In 2018, printed newspaper ad spending was only roughly 1.1 billion Swedish kronor higher than for online versions. By contrast, the difference between both values was nearly seven billion Swedish kronor in 2011.

Interesting statistics

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Newspapers in Sweden

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Important key figures

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Consumer behavior

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