Ranking of newspaper publishing companies in Sweden 2023, by revenue

Sweden's newspaper publishing landscape is dominated by Bonnier, which generated revenue of 4.4 billion Swedish kronor in 2023. This figure underscores the company's strong position in a market that has seen significant consolidation in recent years. Bonnier's acquisitions, including the takeover of Mittmedia and Hall Media, have further solidified its lead over competitors like Schibsted, which publishes major newspapers Aftonbladet and Svenska Dagbladet.

Shifting readership and revenue trends

While Bonnier maintains its top position, the overall newspaper industry in Sweden faces challenges. Revenue has declined from over 19 billion kronor in 2011 to 13.28 billion in 2023, reflecting changing consumer habits. The share of people reading daily newspapers has dropped from 73 percent to 66 percent in the same period. This shift is also evident in advertising expenditure, with printed newspaper ad spending falling dramatically while digital ad spending is growing.

Digital readership reshaping the landscape

Despite the industry's challenges, digital platforms are providing new opportunities for newspaper publishers. Aftonbladet, published by Schibsted, leads in digital readership with 3.59 million readers for its evening newspaper. Bonnier's Dagens Nyheter remains the most-read daily city newspaper, reaching 1.1 million readers across print and digital formats. These figures highlight the importance of digital strategies in maintaining readership and revenue streams for Sweden's newspaper publishers.