Most popular media pages on Facebook in Sweden 2021, by number of fans

Newsner.com was the media company whose Facebook page had most fans as of March 2021. The news resource Facebook page was liked by over 4.4 million people in Sweden. Next in the ranking was AIKompis, which is the biggest media house in Arabian language for the Nordic countries. The page had over 2.2 million fans that year. SVT and TV4 came third and fourth, respectively, with roughly 578 and 529 thousand fans on Facebook. However, news pages were not the main reason for using Facebook. The activity which most Swedes reported to be using Facebook for, was Messenger, according to over 80 percent of people. 58 percent used the platform to participate in groups and 31 percent- to upload pictures.

Online news in Sweden

A survey, conducted in 2020, ranked the leading online news brands in Sweden that year. Aftonbladet online had the highest weekly reach percentage of 42 percent. It was followed by Expressen and SVT News Online, which had 32 percent and 31 percent, respectively.

 Who uses Facebook? 

The ‘90s generation was the generations with highest share of Facebook users in Sweden. 94 percent of people born in the 90s used the platform in 2018. Second most active Facebook users were Swedes born in the 80’s, 90 percent of whom used the platform. In contrast, only 65 percent of the ‘00s generations used it.