What Ekstra Bladet does

Ekstra Bladet is a Danish tabloid news media company founded in 1904 and published by JP/Politikens Hus A/S, operating from headquarters at Rådhuspladsen 37, Copenhagen. The company's core product is a multi-platform news business spanning a daily print newspaper, the ekstrabladet.dk digital platform, an e-paper (E-avis), a premium subscription tier (Ekstra Bladet+), video streaming (Play), and podcast distribution. Its editorial coverage spans news, sports, entertainment, crime, finance, and lifestyle, with a primary audience demographic of 30–59-year-old Danes and an average reading time of 17 minutes. The platform also extends into commercial verticals including online casino, consumer loans, price comparison, and deals aggregator sub-sites.

Beyond the core news brand, Ekstra Bladet operates a vertical sports media portfolio: Bold (Denmark's largest football media platform), Feltet (cycling media), and Holdet (fantasy sports/manager games), collectively reaching more than 2.1 million users per month alongside 619,000 daily unique users on ekstrabladet.dk and 228,000 weekly print readers. The company runs an in-house branded content studio called Brand Stories (named NAI Native Advertising Agency/Studio of the Year in 2022) and an influencer marketing agency called Thirty7 (2.5M+ combined follower reach). The platform architecture is digital-first, with no mobile app disclosed and no public APIs, integrations, or AI/ML capabilities described in the available data.

The business model is dual-sided. On the consumer side, Ekstra Bladet monetizes through subscriptions (Ekstra Bladet+ priced at 79 DKK for a 3-month trial) and paywalled premium content. On the B2B side, it sells advertising across digital display (CPM DKK 40–100), premium placements (DKK 95K–220K/day takeovers), print (per-mm pricing DKK 13–41), video, podcasts, native branded content, influencer campaigns, and themed supplements to advertisers in retail, automotive, travel, energy, and sports. The go-to-market is sales-led through a dedicated advertising sales team (Ekstra Bladet Annoncesalg), supported by a programmatic channel and direct-to-consumer subscription acquisition on the website. The company has 501–1,000 employees and is privately held, with no funding rounds, M&A transactions, or regulatory actions disclosed.

Name

Ekstra Bladet

Legal name

Ekstra Bladet udgivet af JP/Politikens Hus A/S

Website

https://ekstrabladet.dk

Company type

Private

Founded year

1904

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Ekstra Bladet is a Danish tabloid news publisher (founded 1904) operating a multi-platform portfolio — print, digital, subscription, video, podcasts, and sports media brands Bold, Feltet, and Holdet — reaching 2.1M monthly users and monetizing through advertising and subscriptions.

Ownership category

akta.pro rank

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Digital Advertising: Digital advertising revenue from display ads, native content, video ads, and programmatic buying on ekstrabladet.dk and associated digital properties
2. Print Advertising: Print advertising in daily newspaper including classifieds, display ads, and special supplements
3. Subscriptions: Digital subscription revenue (Ekstra Bladet+) providing premium content access, ad-free experience, and exclusive features
4. Branded Content / Native: Native advertising, sponsored content, and branded storytelling through Brand Stories studio

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

Ekstra Bladet is a Danish tabloid news media company that publishes a daily print newspaper and operates the ekstrabladet.dk digital news platform delivering news, sports, crime, finance, entertainment, and lifestyle content to Danish consumers. It monetizes this audience through consumer subscriptions (Ekstra Bladet+ premium tier and print), advertising sales across digital, print, podcast, and native/branded content (Brand Stories), and an integrated sports media portfolio (Bold, Feltet, Holdet).

Product overview

Ekstra Bladet is a Danish tabloid news media company operated by JP/Politikens Hus A/S, offering a platform-plus-modules architecture. The core product is Ekstra Bladet's news website (ekstrabladet.dk) and print newspaper, complemented by premium subscription service Ekstra Bladet+, video streaming (Play), and podcast content. The portfolio includes acquired sports brands Bold (football), Feltet (cycling), and Holdet (fantasy sports/manager games). Revenue is generated through advertising products including Ekstra Bladet Digitalt (digital display, video, and attention formats), Ekstra Bladet Print (newspaper sections, classifieds, supplements), Content/Brand Stories (native advertising and branded content), Influencer Marketing (via Thirty7), Podcasts, Sports Magazines, and themed Annoncetillæg supplements. Combined media portfolio reaches over 2.1 million users monthly across digital properties.

Differentiator

Problem solved

Functional benefit

Brands

• Ekstra Bladet+: Subscription service offering exclusive content and premium features
• Bold
• Feltet
• Holdet
• Brand Stories
• E-avis

Products and services

• Ekstra Bladet (ekstrabladet.dk) Denmark's flagship tabloid news platform delivered via the ekstrabladet.dk website and daily print newspaper, offering news, sports, crime, finance, entertainment, and lifestyle content to Danish consumers.
• Ekstra Bladet+ Premium digital subscription service providing Danish readers with exclusive content, ad-free experience, and enhanced access to Ekstra Bladet's journalism. Trial offer of 3 months for 79 DKK.
• Play Video streaming platform offering sports content and entertainment videos from Ekstra Bladet's media portfolio.
• Podcast Podcast content hub featuring multiple podcast series covering news, sports, and entertainment topics, distributed via Spotify, Apple Podcasts, and proprietary platforms.
• Bold Denmark's largest football-focused media outlet covering Superliga, national teams, and international football with news, results, tables, and transfers.
• Feltet Denmark's leading cycling sport media covering international races, WorldTour events, Danish cycling scene, MTB, gravel, and cyclo-cross.
• Holdet Denmark's largest fantasy sports platform offering manager games across football, cycling, handball, and other sports, engaging hundreds of thousands of sports enthusiasts annually.
• E-avis Electronic newspaper version of Ekstra Bladet for digital reading on devices.
• Ekstra Bladet Digitalt (Digital advertising) Digital advertising products including homepage takeover formats (24-timers Dækning, Monster, Wallpaper/Skin, Double Halfpage), display advertising (Halfpage, Midscroll, Standard Display), video ads (Instream/Rolls, Outstream/Inread), and attention-based formats available to enterprise advertisers.
• Ekstra Bladet Print (Print advertising) Print advertising options including 1st section, sports section, Go Lørdag (Saturday), Go Søndag (Sunday), classified ads (Rubrikannoncer), and sports magazines covering Formula 1, VM Football, Tour De France.
• Brand Stories (Content / Native advertising) Native advertising and branded content studio offering Native Advertorial, Native Premium articles, Native Display, Native Video, and Native Print formats for enterprise advertisers. Award-winning studio (NAI Agency/Studio of the Year 2022, Silver 2023, Bronze 2024).
• Influencer Marketing (Thirty7) Influencer marketing service through partnership with Thirty7 agency, representing major Danish influencers and celebrities with over 2.5 million combined social media followers for branded content campaigns.

Quantifiable outcome

• Native advertising drives measurable lift in brand awareness and purchase consideration
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core.

• BoldcoreTechnology or IntegrationBold is Denmark's largest football media platform under the Ekstra Bladet media portfolio, serving as a key channel for sports-focused content and targeted advertising.
• FeltetcoreTechnology or IntegrationFeltet is Denmark's leading cycling sport media platform, reaching passionate cyclists and cycling enthusiasts with news and content.
• HoldetcoreTechnology or IntegrationHoldet is Denmark's largest fantasy sports platform for football, cycling, handball and more, attracting hundreds of thousands of sports enthusiasts annually.
• Thirty7coreGTM or Marketing PartnerThirty7 is Ekstra Bladet's influencer marketing agency representing major Danish influencers and personalities with over 2.5 million combined social media followers for branded content campaigns.
• Brand StoriescoreStrategic or Co-development PartnerIn-house branded content studio creating native advertising, sponsored articles, video content, gamification, and podcasts. Winner of multiple NAI native advertising awards.

Scale indicators6 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• Politiken: Politiken is another JP/Politikens Hus A/S title and direct sibling to Ekstra Bladet, providing a Copenhagen-based broadsheet offering with subscription and advertising products targeting overlapping Danish audiences.
• Jyllands-Posten: Jyllands-Posten is Ekstra Bladet's sister publication, both owned by JP/Politikens Hus A/S. It is a broadsheet rather than tabloid but operates an analogous digital news, subscription, and advertising business model targeting Danish consumers.
• Berlingske: Berlingske is a leading Danish broadsheet that competes with Ekstra Bladet for national advertisers and digital subscribers, operating under the same parent as BT and serving as a benchmark for digital subscription pricing and ad product packaging in Denmark.
• BT: BT is the principal Danish tabloid competitor to Ekstra Bladet, owned by Berlingske Media. It competes directly for the same general Danish news, sports, and entertainment audience with both print and digital offerings, making it the closest comparable on audience profile and advertising inventory.

Regional players

• Aftonbladet: Aftonbladet is Sweden's largest tabloid and a structural analogue to Ekstra Bladet in terms of tabloid positioning, sports coverage, and digital advertising-led business model, though it operates in a different Nordic national market.
• VG: VG is Norway's leading tabloid and a relevant regional peer given its similar mix of news, sports (VG Sporten), and digital subscriptions, plus a strong branded content operation that mirrors Ekstra Bladet's Brand Stories.
• Bild: Bild is Europe's largest tabloid and serves as a useful scale and format analogue for Ekstra Bladet — sensationalist tabloid journalism with a heavy sports emphasis and a rapidly growing digital subscription business.

Broad incumbents

• Daily Mail: Daily Mail is a UK tabloid that, like Ekstra Bladet, has built a large-scale digital advertising and native content business alongside sports verticals (Mail Sport). It is broadly comparable on tabloid format and ad-product sophistication.
• TV 2 Denmark: TV 2 is Denmark's largest commercial broadcaster with a strong digital and sports news presence. It competes with Ekstra Bladet for both Danish advertising budgets and audiences, and is a relevant broad-market incumbent benchmark.

Others

• Discovery Network Denmark: Discovery / Warner Bros. Discovery's Danish streaming and free-to-air operations compete with Ekstra Bladet for video advertising budgets in Denmark, and represent an adjacent competitor for sports content distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ekstrabladet
• YouTubeyoutube.com/@EkstraBladetYT
• Facebookfacebook.com/ekstrabladet
• LinkedInlinkedin.com/company/ekstra-bladet
• Instagraminstagram.com/ekstrabladet
• TikToktiktok.com/@ekstrabladetdk

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries5 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 Ekstra Bladet