What Expressen does

Expressen AB is a Swedish multi-platform news media company headquartered in Stockholm, operating as one of Sweden's two nationwide evening tabloid newspapers alongside Aftonbladet. Founded in 1944 and wholly owned by Bonnier News (part of the Bonnier Group conglomerate), Expressen distributes Swedish-language news, sports, entertainment, culture, economy and lifestyle content across a website (expressen.se), iOS/Android mobile applications, the Expressen Play video streaming platform, a live sports portal (livesport.expressen.se), podcasts, interactive quizzes and a physical print edition. The company also operates the regional sub-brands GT (Gothenburg) and Kvällsposten (southern Sweden) and an extensive portfolio of 25+ wholly-owned magazine titles covering automotive (Teknikens Värld), food (Allt om Mat), gardening (Allt om Trädgård), interior design (Sköna Hem), women's lifestyle (amelia, Damernas Värld), living (Leva & Bo) and parenting (mama). Editorial leadership is split between Klas Granström as Editor-in-Chief and Business Manager, with Karin Olsson as Deputy Editor-in-Chief; group-level oversight sits with Bonnier News CEO Anders Eriksson and COO Alexander Lydecker. The company is actively involved in Swedish political journalism, co-organizing televised party leader debates with Dagens Industri and maintaining a dedicated editorial presence during the Almedalen political week.

Expressen monetizes through a multi-stream subscription and advertising model. Digital subscription tiers include Plus at 20 SEK/month (with a 3-month half-price intro) and Premium at 40 SEK/month, offering exclusive content and ad-free reading; a freemium offer provides 0 SEK digital access for one year to readers aged 18-25 with automatic cancellation. The paper edition (papperstidning) is sold at 335 SEK/month bundled with digital access. Magazine subscriptions run on open-ended tillsvidareprenumeration terms with per-issue pricing (e.g., Teknikens Värld at 89 SEK/issue after intro, Allt om Mat at 82 SEK/issue, Sköna Hem at 99 SEK/issue). Display and brand-studio advertising across the website, mobile app and video surfaces provides a secondary revenue stream. Distribution operates exclusively direct-to-consumer through self-serve web/app signup and home delivery, with television reach extended through broadcast partnerships with Di TV. Customer segments are diversified across general news consumers, sports enthusiasts (Allsvenskan, Premier League, SHL hockey, World Cup 2026), entertainment audiences and niche magazine verticals.

The underlying technology is a conventional digital-first publishing stack integrating content management, subscription billing, video streaming (Play), podcast hosting, quiz infrastructure and e-paper delivery, unified under the Bonnier News single sign-on (id.bonniernews.se). The company relies on shared Bonnier News infrastructure rather than proprietary technology, and no API, SDK, MCP, or AI/ML capability is disclosed. No patents, certifications, regulatory actions, public funding rounds or M&A activity were identified in the source data; Expressen operates as a private subsidiary within the Bonnier Group with no external ownership stakes.

Name

Expressen

Legal name

Expressen AB

Website

https://expressen.se

Company type

Private

Founded year

1944

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Expressen is a Stockholm-based Swedish evening tabloid newspaper and multi-platform digital news brand, wholly owned by Bonnier News. It serves Swedish consumers with news, sports, entertainment, video (Play), podcasts and 25+ magazine subscriptions across digital, print and mobile channels.

Ownership category

akta.pro rank

Product category

Digital News and Media Publishing

NAICS

Newspaper Publishers (51311), Newspaper Publishers (513110), Periodical Publishers (513120)

SIC

Newspapers: Publishing Or Publishing & Printing (2711), Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

National & General-Interest Newspapers (Print & Digital) (MPAJADAA)

akta.pro secondary industries

Consumer News & Digital Newsrooms (Web/App-First) (MPAJADAD), News, Politics & Current Affairs Magazines (MPAJAEAO), Newsletter Publishing Platforms (MPACAIAA), News Streaming Platforms (MPACAAAF), Audiobook & Spoken-Word Streaming Platforms (MPAIADAE), Subscription & Fulfillment Services (Print & Digital) (MPAJAKAB)

Keywords

• Digital news publishing
• Newspaper subscriptions
• Magazine publishing
• Video journalism
• Sports media

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Digital Subscriptions (Premium/Plus): Recurring digital subscription revenue from Premium and Plus tiers offering exclusive content, ad-free reading, and enhanced digital features. Plus offers introductory half-price for 3 months (20 SEK/month after).
2. Magazine Subscriptions: Bundled magazine offerings including titles such as Teknikens Värld, amelia, Allt om Mat, Allt om Trädgård, Sköna Hem, Damernas Värld, and many others. Each magazine has its own subscription pricing with ongoing tillsvidareprenumeration (open-ended) terms.
3. Advertising: Display and banner advertising across the Expressen website, mobile app, and video content. The site features brand studio content, sponsored articles, and partner advertising placements.
4. Paper/Nyhetstidning Subscriptions: Physical newspaper subscription (papperstidning) offered alongside digital access, targeting readers who prefer printed news delivery.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels11 records

Core offering

Expressen is one of Sweden's largest daily newspaper and digital media brands. It provides Swedish-language news, sports, entertainment, culture, and lifestyle journalism across the expressen.se website, iOS and Android mobile apps, the Expressen Play video platform, podcast feeds, a print newspaper with e-paper edition, and a portfolio of more than twenty-five specialized magazine titles.

Product overview

Expressen is a Swedish multi-platform news media company operating as a unified digital news platform with associated magazine publications and video streaming services. The core digital offering includes expressen.se (news website with sections for news, sport, entertainment, culture, opinion, debate, lifestyle, and economy), Expressen Play (video streaming), and Expressen Premium (subscription service). The company also publishes under sub-brands GT and Kvällsposten, and operates an extensive magazine portfolio including Teknikens Värld (automotive), Allt om Mat (food), Allt om Trädgård (gardening), Sköna Hem (interior design), amelia (lifestyle), Damernas Värld (women's), Leva & Bo (living), mama (parenting), plus specialty publications covering wine, cars, crosswords, and seasonal content.

Differentiator

Problem solved

Functional benefit

Brands

• Expressen Direkt: Real-time news updates and breaking news coverage
• Premium
• Play
• GT
• Kvällsposten

Products and services

• Expressen Digital News Platform (expressen.se and mobile apps)

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Di (Dagens Industri)coreStrategic or Co-development Partner · 23 June 2026Expressen and Di (Dagens Industri) co-organize a televised party leader debate on August 17, 2026, marking the start of the Swedish election campaign. The debate focuses on economic competitiveness and growth and is moderated by Di TV's Ylva Johansson and Expressen's Viktor Barth-Kron. Business leaders including Voi's CEO are invited as analysts. This collaboration is highlighted as ensuring a substantive discussion on business and current affairs.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Aftonbladet: Aftonbladet is the other nationwide evening tabloid newspaper in Sweden and Expressen's direct competitor. Both target mass-market Swedish audiences with similar tabloid formats, sports coverage, and entertainment content, competing head-to-head for readers, subscribers, and advertising.
• Dagens Nyheter (DN): DN is Sweden's largest morning broadsheet newspaper and a primary subscription-based daily news competitor. Both Expressen and DN compete for paying digital subscribers and premium advertising in the Swedish national news market, though DN skews more toward serious news while Expressen is tabloid.
• Svenska Dagbladet (SvD): SvD is a major Swedish subscription-based daily newspaper owned by Schibsted. It competes with Expressen for digital news subscribers and premium ad budgets in Sweden, with a similar mix of national news, opinion, and digital paywall model.
• Dagens industri (Di): Di is Sweden's leading business daily and Expressen's strategic partnership partner for televised political debates. Both are Bonnier News–adjacent (Di via separate ownership) subscription news products competing for high-value business readers and B2B advertising.
• Göteborgs-Posten (GP): GP is a major Swedish regional daily based in Gothenburg with national digital reach. It competes with Expressen for national digital subscriptions and ad budgets while maintaining a strong regional news franchise, similar to Expressen's GT and Kvällsposten sub-brands.
• Sydsvenskan: Sydsvenskan is a leading Swedish regional daily with national digital reach and subscription model. It competes with Expressen in southern Sweden's news market and in the national digital subscription pool.

Broad incumbents

• SVT Nyheter: SVT Nyheter is the news division of Sweden's public broadcaster and a major free competitor for news audiences and advertising share of voice. While not a subscription product, it competes directly with Expressen for audience attention, video news consumption, and political coverage relevance.
• Schibsted: Schibsted is the media group that owns Aftonbladet, SvD, and other Swedish titles and competes with Bonnier News at the group level. The Schibsted vs. Bonnier News rivalry structures the Swedish subscription news market in which Expressen operates.
• Bonnier Group: Bonnier Group is Expressen's ultimate parent conglomerate, spanning newspapers, magazines, books, and digital media across the Nordics. Comparable as the broader diversified media parent whose portfolio economics determine Expressen's investment capacity.
• TV4 Group: TV4 Group is a major Swedish commercial broadcaster with significant news programming that competes with Expressen Play for video news audiences and sports rights. Both target national audiences with cross-platform news and entertainment offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/expressen
• Facebookfacebook.com/expressen
• LinkedInlinkedin.com/company/expressen

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Expressen