The report analyses news provision, ownership, and the economy of the Swedish news market during 2025 and the first half of 2026. Revenue in the commercial news market increased by 5.6 per cent to approximately 20.4 billion Swedish kronor.
“For 50 years, we have monitored developments in the Swedish news market. Understanding how the market is changing is important because access to independent journalism is essential to an open and democratic society,” says Jan-Olof Lind, Director General of the Swedish Agency for the Media.
The commercial news market remains highly concentrated. Media companies belonging to groups with annual revenues exceeding 1 billion Swedish kronor accounted for 91 per cent of total commercial news market revenue in 2025. Meanwhile, many smaller companies reported low or negative profitability. Small media companies with revenues below 200 million Swedish kronor accounted for just under 5 per cent of the market. The combined operating profit margin of commercial media companies was 8.3 per cent in 2025, while the median was 0.9 per cent.
The report also shows that news provision is becoming increasingly digital and that consumer revenue is the most important source of income for most news media.
“Digitalisation has enabled large media groups to streamline operations and receive gains from coordination. At the same time, it has become more difficult for small local media companies to compete with global players such as Google and TikTok for advertising revenue and to keep pace with technological developments”, says Jonas Ohlsson, Associate Professor and Director of Nordicom at the University of Gothenburg.
Alongside the commercial news market, Sweden's public service broadcasters, Sveriges Radio and Sveriges Television, generated combined revenues of 9.2 billion Swedish kronor in 2025. Total revenue across commercial news media and public service broadcasters amounted to 29.6 billion Swedish kronor.
Background
Svensk marknad för nyheter 2026 [The Swedish News Market 2026] was produced as part of the Swedish Agency for the Media's mandate to monitor and analyse developments in the media sector. The report was written by Nordicom on behalf of the Agency. Nordicom is a centre for Nordic media research at the University of Gothenburg.
The Swedish Agency for the Media will also publish the reports Svensk marknad för tv och strömmad tv [The Swedish Market for Television and Streaming Television] and Svensk marknad för radio och podd [The Swedish Market for Radio and Podcasts].