Newspaper industry in Sweden 2011-2023

The revenue of the newspaper industry in Sweden overall decreased in the past few years. While the market generated over 19 billion Swedish kronor in 2011, the figure stood at just 13.28 billion kronor in 2023. Similarly, reading daily newspapers in the Scandinavian country is becoming less popular. According to a survey, the share of people consuming this traditional medium declined from 77 percent in 2009 to 66 percent in 2023. 

Printed newspapers are becoming less important

A large part of newspaper revenue is generated through advertisement. The printed daily newspaper advertising expenditure in Sweden amounted to around two billion Swedish kronor in 2021. Here again, it becomes apparent that traditional media like printed versions of newspapers are falling out of favor. The spending on traditional newspaper advertising was nearly seven million kronor in 2011. Compared to that, expenditure on digital daily newspaper ads steadily grew during the period from 2011 to 2018.

Which are the largest Swedish newspaper publishers?

Based on revenues, Bonnier is the largest newspaper publisher in Sweden. In 2021, the company gained roughly 4.23 billion Swedish kronor with its daily newspapers Dagens Nyheter, Expressen, as well as Sydsvenskan. Schibsted came second in the ranking. The Norwegian publisher owns the Stockholm-based newspapers Aftonbladet and Svenska Dagbladet (SvD).