What Schibsted Media does

Schibsted Media is a Nordic media house operating a portfolio of category-leading journalism and entertainment brands across Norway, Sweden, and Finland, wholly owned by the Tinius Trust following its 2024 separation from the former Schibsted ASA. The company runs flagship national titles including VG (Norway), Aftonbladet (Sweden), Aftenposten, Svenska Dagbladet, Bergens Tidende, E24, Stavanger Aftenblad, and the aggregator Omni, and in 2025 expanded into broadcast by acquiring TV4 (Sweden) and MTV (Finland) from Telia Company, adding 6 million weekly TV4 viewers and nearly 4 million weekly MTV viewers in Finland. Adjacent consumer services include Podme (400,000+ paying podcast and audiobook subscribers across three Nordic countries), Penger.no (personal finance comparison), tv.nu (TV listings), Klart (weather), Vinguiden (wine marketplace), and Wellobe (digital wellness). Combined daily brand interactions approach 7 million Nordic users.

The company's technology layer centers on applied AI integrated into editorial workflows, including proprietary Norwegian-tailored large language models (NorLLM and NorGPT-40B developed with NorwAI), AI-generated article summaries with a 27% click-through rate among young readers, the JoJo speech-to-text tool that has saved over 18,000 journalist hours, automated AI video subtitles at Aftonbladet, AI voice reading of articles, and the Buddy Reader writing assistant. Distribution spans owned-and-operated web and mobile platforms, apps, podcasts, linear and streaming TV, and a strategic content licensing partnership with OpenAI that places Schibsted journalism inside ChatGPT for ~300 million users globally. Each major newsroom has a dedicated AI lead, including a 7-person AI Hub at Aftonbladet and a 20-person cross-functional AI group at Aftenposten.

Schibsted monetizes through a diversified mix of consumer subscription revenue (Aftenposten, Aftonbladet, SvD, Bergens Tidende, Stavanger Aftenblad, Omni premium tiers, Podme), digital and TV advertising across owned properties, television and streaming revenue from TV4 and MTV (including pay-TV channels), and emerging AI content licensing through the OpenAI deal. Customer segments are predominantly B2C—Nordic consumers seeking trusted local-language journalism, audio/video content, and adjacent utility services—complemented by advertising and platform partnerships. The Tinius Trust ownership structure is explicitly designed to secure long-term editorial independence and quality journalism rather than short-term financial optimization.

Name

Schibsted Media

Legal name

Schibsted Media AS

Website

https://schibstedmedia.com

Company type

Public

Founded year

1839

Operating status

Operating

Short description

Schibsted Media is a Nordic media house operating leading news brands (VG, Aftonbladet, Aftenposten, Svenska Dagbladet) plus TV4 and MTV, serving roughly 7 million daily users across Norway, Sweden, and Finland through subscriptions, advertising, and AI-powered content distribution.

Ownership category

akta.pro rank

Product category

Digital News Media

NAICS

Broadcasting and Content Providers (516), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Newspaper, Periodical, Book, and Directory Publishers (5131)

SIC

Newspapers: Publishing Or Publishing & Printing (2711), Television Broadcasting Stations (4833)

akta.pro primary industry

Digital Magazine & Newspaper Subscription Platforms (Paywalls, Membership) (MPAJAMAD)

akta.pro secondary industries

RSS/Feed Readers & Subscription Aggregators (MPACAKAD), Syndication, Licensing & Content Partnerships (Columns, Features, Photos) (MPAJADAI)

Keywords

• Digital news media
• News subscription services
• Podcast streaming
• Television broadcasting
• AI journalism tools

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices4 records

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. Subscription revenue: Multiple brands operate subscription models including Aftenposten (265,000 subscribers), Aftonbladet digital subscriptions, Podme podcast/audio subscriptions (400,000+ paying subscribers), and Omni Mer/Ekonomi premium tiers.
2. Digital advertising: Advertising revenue from digital platforms across all brands including VG, Aftonbladet, Aftenposten, Svenska Dagbladet, TV4, E24, and Omni. Schibsted and TV4 created a stronger digital advertising offering.
3. AI content licensing: Partnership with OpenAI to integrate Schibsted's Nordic publications (VG, Aftenposten, Aftonbladet, Svenska Dagbladet) into ChatGPT, extending content reach to 300 million users and enabling new commercial opportunities.
4. Podcast and audio streaming: Podme operates a subscription podcast and audiobook service in Sweden, Norway, and Finland with over 400,000 paying subscribers. Schibsted owns 91% of Podme.
5. Television and streaming: TV4 reaches 6 million viewers per week with journalism, entertainment, drama, and sports. MTV reaches nearly 4 million Finns each week with news, sports, drama, and entertainment.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Schibsted Media is a Nordic media house operating a portfolio of leading digital news brands (VG, Aftonbladet, Aftenposten, Svenska Dagbladet, Bergens Tidende, E24, Stavanger Aftenblad, Omni), TV broadcasting brands (TV4, MTV), and the Podme podcast/audio streaming service. The company sells digital and print news subscriptions, podcast subscriptions, pay-TV services, and digital advertising to consumers and advertisers across Norway, Sweden, and Finland. It also licenses content to AI platforms such as OpenAI and develops proprietary AI journalism tools (JoJo, NorLLM, AI summaries).

Product overview

Schibsted Media is a Nordic media house operating a portfolio of news media brands and TV media properties. The core offering consists of leading digital news platforms (VG, Aftonbladet, Aftenposten, Svenska Dagbladet, Bergens Tidende, E24, Stavanger Aftenblad, Omni) and TV/broadcasting brands (TV4, MTV), supplemented by specialized services (Podme podcast streaming, Penger.no finance, tv.nu guide, Wellobe wellness, Vinguiden wine marketplace, Klart weather). The company also develops proprietary AI tools including JoJo transcription, AI-generated summaries, AI subtitles, Buddy Reader writing assistant, and Norwegian language models (NorLLM/NorGPT). Products span news aggregation, audio/video streaming, financial comparison, and e-commerce verticals, unified by the company's trust-first journalism mission. The portfolio serves approximately 7 million daily users across Sweden, Norway, and Finland.

Differentiator

Problem solved

Functional benefit

Brands

• VG: Norway's leading media house with news, sports, and entertainment reaching more than 2 million daily users
• Aftonbladet
• TV4
• Aftenposten
• Svenska Dagbladet
• MTV
• Bergens Tidende
• E24
• Stavanger Aftenblad
• Omni
• Podme
• Penger.no
• IN/LAB

Products and services

• VG (Verdens Gang) Norway's leading digital and print news brand reaching over 2 million daily users, offering breaking news, sports, entertainment, and investigative journalism through VG.no and a printed newspaper.
• Aftonbladet Sweden's primary digital news source reaching nearly 4 million daily users, offering breaking news, investigative journalism, entertainment, sports (Sportbladet), lifestyle, and video content across web, mobile, and print.
• Aftenposten Norway's most influential quality news brand with 265,000 subscribers and the country's largest newspaper by circulation, offering news, podcasts (Aftenpodden, Forklart, Foreldrekoden), and digital subscription products.
• Svenska Dagbladet (SvD) Swedish national quality newspaper with over 800,000 daily users, providing high-quality journalism in news, business, culture, and opinion with significant investment in visual storytelling and podcasts.
• TV4 Sweden's leading commercial TV broadcasting and streaming service reaching 6 million weekly viewers and 3.7 million digital weekly users with journalism, entertainment, drama, and sports content.
• MTV (Finland) Finland's leading commercial TV broadcasting and streaming service reaching nearly 4 million Finns weekly with news, sports, drama, entertainment, and streaming via free-to-air and pay-TV channels.
• Bergens Tidende (BT) Western Norway's largest news organization and fourth largest Norwegian newspaper with 236,000 daily readers and 88,000 subscribers, covering Bergen and surrounding regions from Media City Bergen.
• E24 Norway's largest online business newspaper with 496,000 daily readers, covering business, financial markets, energy transition, and investigative business journalism including podcasts such as E24-podden, Power Ladies, and Stopp verden.
• Stavanger Aftenblad Third largest Norwegian publication outside Oslo with 113,000 daily readers and 66,000 subscribers, the dominant news source in Stavanger and Southern Rogaland with significant coverage of oil and gas business.
• Omni Swedish news aggregation platform gathering diverse news and perspectives into a single app, with 650,000 weekly readers who engage multiple times daily; especially popular among 20-35 year olds. Generates over 2 billion pageviews annually and was named Sweden's best news service in 2022.
• Podme Nordic podcast and audiobook streaming service with both free and subscription models operating in Sweden, Norway, and Finland with over 400,000 paying subscribers, focused on curated, high-quality content across entertainment, true crime, and journalism genres.
• Penger.no Norwegian personal finance comparison service offering objective guides and calculators for mortgages, credit cards, electricity contracts, and mobile subscriptions to help users find best deals and save money.
• Wellobe Sweden's first digital weight loss service founded in 2003 with Karolinska Institutet, part of Aftonbladet's subscriber offerings for wellbeing, helping over 500,000 people achieve healthier lifestyles using scientific methods.
• Vinguiden Sweden's leading wine marketplace offering over 200,000 consumers guidance on wine selection, collection, and purchases through digital platforms.
• Klart.se Sweden's popular weather service presenting forecasts for over 20,000 Swedish locations and 180,000 worldwide, including skiing conditions, water temperatures, pollen forecasts, and UV information, with data sourced from Foreca.
• tv.nu Sweden's and Norway's most comprehensive TV programme schedule on digital platforms, guiding users to linear TV and video on demand content.

Quantifiable outcome

• AI summaries achieve 27% click-through rate for young readers
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability10 records

Feature7 records

Partnerships

Four partnerships are on record, tiered core and minor.

• OpenAIcoreStrategic or Co-development Partner · 10 February 2025Schibsted Media Group partnered with OpenAI to integrate content from its Nordic publications (VG, Aftenposten, Aftonbladet, Svenska Dagbladet) into ChatGPT, delivering up-to-date news summaries with attribution to Schibsted's brands. The partnership extends Schibsted's content reach to ChatGPT's 300 million users, enabling the media company to explore new commercial opportunities in the AI-driven digital ecosystem. Schibsted views the deal as part of its broader strategy to integrate AI in ways that support and strengthen journalism.
• IN/LAB (Joint Venture with Tinius Trust)minorStrategic or Co-development PartnerIN/LAB is a joint venture between Schibsted and the Tinius Trust that prototypes future news experiences for current news outsiders. The initiative experiments with innovative news formats including news as music, emotionally adaptive content, and mindfulness-based news consumption to engage news-avoiding audiences.
• IAB SwedenminorOthersSchibsted (along with Bonnier News and Aller Media) initiated the exclusion case against Meta at IAB Sweden, citing insufficient measures to prevent fraudulent advertising on its platforms. Meta was expelled as a member warning advertisers of brand-safety risks.
• NoA ConsultingminorStrategic or Co-development PartnerSchibsted partnered with NoA Consulting for its major trust study, conducting a systematic survey with 3,000 media users aged 16-74 in Sweden and Norway using Norstat panels.

Scale indicators13 records

Recent moves8 records

Expansion highlights7 records

Direct peers

• Aller Media: Nordic media house publishing magazines, news, and digital content across Scandinavia; co-petitioner with Schibsted against Meta in IAB Sweden, making it a direct regional peer in Nordic publishing.
• Bonnier News: Swedish media group operating Dagens Nyheter, Expressen, and Sydsvenskan — directly comparable Nordic news subscription and advertising business with similar market overlap to Schibsted's Swedish titles.
• Egmont Group: Danish-Nordic media conglomerate operating newspapers, magazines, and TV/media businesses; Schibsted jointly led the IAB Sweden action against Meta alongside Egmont-aligned publishers, and both operate cross-Nordic media portfolios.
• Polaris Media: Norwegian regional media group operating local newspapers and digital news platforms; competes with Schibsted's Norwegian local titles like Bergens Tidende and Stavanger Aftenblad.
• Sanoma: Finnish and Dutch media group operating newspapers, magazines, and educational publishing; directly comparable given Schibsted's MTV Finland presence and overlapping Nordic digital subscription model.

Broad incumbents

• Spotify: Nordic-headquartered audio streaming leader; comparable to Podme as a Nordic subscription audio platform, though at much larger scale and with music rather than podcasts/audiobooks focus.
• Axel Springer: Major European digital media and classifieds operator (Bild, Politico, Business Insider); broadly comparable as a large incumbent in European news/media pursuing digital subscription and AI-driven journalism.
• News Corp: Global news and publishing conglomerate (Wall Street Journal, The Times, Dow Jones); comparable as a multi-brand digital subscription media company investing in AI journalism tooling.

Emerging players

• Storytel: Nordic audiobook and e-book streaming subscription service; competes with Podme's audiobook offering and operates with a similar subscription-driven Nordic audio model.

Regional players

• Amedia: Norway's largest publisher of local newspapers with strong subscription model; directly comparable to Schibsted's Norwegian regional titles (Bergens Tidende, Stavanger Aftenblad) within the same Norwegian geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/schibstedgroup
• Facebookfacebook.com/SchibstedGroup
• LinkedInlinkedin.com/company/schibsted-asa
• Instagraminstagram.com/schibsted
• YouTubeyoutube.com/channel/UCzLfJh6n-KqY0g9Ry8DmFvw

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries17 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Schibsted Media