Stöð 2

What Stöð 2 does

Sýn hf. is an Icelandic integrated telecommunications and media company that delivers mobile, internet, and television services to residential consumers, businesses, and international visitors across Iceland. Originally established in 2006 as part of Vodafone Group's Icelandic operations following the acquisition of Tal, and rebranded to Sýn in 2015, the company is headquartered at Suðurlandsbraut 8, Reykjavík. Sýn offers bundled service packages ("Pakkar") combining mobile subscriptions (prepaid Frelsi, postpaid plans, and youth-focused Krakkakort), 5G home internet with WiFi 7 routers, and television content including its flagship streaming service SÝN+, linear SÝN television, and SÝN Sport with over 2,000 live broadcasts annually covering Icelandic football and basketball, the English Premier League, and UEFA Champions League. The company also distributes Viaplay content through its television tiers and operates a rental catalog with 4,000+ titles.

The underlying technology stack includes a 5G mobile network with over 200 transmitters deployed nationwide, with a planned 3G shutdown in March 2026 that will transition all customers to 4G/5G. Sýn supports eSIM through its eittNúmer service enabling shared numbers across phones and smartwatches, and operates an EPG (Electronic Program Guide) API for television schedule data. The company shares mobile network infrastructure through the Sendafélagið joint venture with competitor Nova, which reduces capex burden. Sýn is the only Icelandic company offering advertising across television, online, radio, and podcasts ("quadrimedia"), leveraging wholly-owned media subsidiaries including Vísir.is (Iceland's most-read news site, reaching the majority of Icelanders weekly per Gallup Q1 2025), Bylgjan and FM957 radio stations, and X-ið.

The revenue model is built primarily on recurring subscription fees across mobile, internet, and television services, supplemented by advertising sales across owned media properties, equipment rental, and value-added services such as the Ferðapakki travel package (990–1,490 ISK/day). Sýn employs a hybrid go-to-market combining direct retail (flagship stores in Reykjavík and Akureyri), authorized dealers in Akranes, Sauðárkrókur, Selfoss, and Vestmannaeyjar, and channel partners including 10-11 convenience stores, N1 petrol stations, Elko electronics stores, hotels, and tourist information centers — with notable placement at Keflavík International Airport for tourist SIM activation. B2B sales are managed through a dedicated business service line (599-9500). The company holds ISO/IEC 27001:2023 certification for information security and maintains partnerships with Vodafone Group for international roaming and brand standards, plus content and distribution partnerships with Viaplay and Icelandair (in-flight SIM sales). Sýn is led by CEO Herdís Dröfn Fjeldsted.

Name

Stöð 2

Legal name

Sýn hf.

Website

https://stod2.is

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Sýn hf. is an Icelandic telecommunications and media company providing mobile, internet, and television services to households, businesses, and tourists across Iceland through bundled packages and an extensive retail distribution network.

Ownership category

akta.pro rank

Headquarters

HQ city

Reykjavik

HQ country

Iceland

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Mobile Services: Recurring subscription revenue from mobile phone services including voice, SMS, and data plans. Includes prepaid Frelsi top-up plans and postpaid subscriptions with various data allowances. Revenue from domestic and international roaming charges.
2. Internet Services: Home internet services including 5G fixed wireless and potentially fiber/landline connections. Revenue from monthly subscription fees for residential broadband services.
3. Television Services: Linear television broadcasting (SÝN), streaming subscriptions (SÝN+), sports channel (SÝN Sport), and Viaplay content partnerships. Revenue from monthly subscription fees ranging from basic packages to premium tiers.
4. Advertising: Sýn is the only company in Iceland offering advertising across television, online, radio, and podcast platforms. Revenue from advertising sales across multiple media channels including Vísir.is (most-read news site), Bylgjan and FM957 radio stations.
5. Value-Added Services: Travel packages (Ferðapakki), device trade-in programs, and various add-on services. Revenue from ancillary services and premium features.
6. Equipment Rental: Rental of television equipment including set-top boxes and CAM cards. Monthly rental fees in addition to subscription services.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels7 records

Core offering

Sýn (operating the Stöð 2 television brand) is an Icelandic integrated telecommunications and media company that provides mobile services, broadband internet, television broadcasting and streaming, radio, and digital news to households, businesses, and tourists across Iceland. The company sells bundled subscriptions combining connectivity and content, while also offering a unique quadrimedia advertising platform across television, online, radio, and podcast channels.

Product overview

Sýn is an Icelandic telecommunications and media company offering a unified platform of connectivity and entertainment services. The core product portfolio includes mobile services (Frelsi prepaid, Krakkakort for children, eSIM/eittNúmer), home internet (5G unlimited), and television (SÝN+ streaming, SÝN linear TV, SÝN Sport with 2,000+ live broadcasts, Viaplay, and Sjónvarpsapp for multi-device viewing). The company offers bundled packages (Pakkar) combining net, TV, and sport, plus the 2F1 loyalty program for dining and entertainment deals. Sýn operates as a bundled services provider where customers can access all household needs - internet service, television entertainment, and the best in sports - from a single provider.

Differentiator

Problem solved

Functional benefit

Brands

• SÝN+: Streaming service and largest Icelandic streaming platform offering Icelandic series, entertainment shows, documentaries, and movies, as well as foreign series and films.
• SÝN Sport
• SÝN
• Frelsi
• Vísir.is

Products and services

• SÝN+ (Sýn Plus) Iceland's largest streaming service offering hundreds of hours of programming including Icelandic series, entertainment shows, documentaries, and movies — both new releases and classic Icelandic television content. Available to subscribers across multiple devices.
• SÝN Sport Sports channel serving as the home for sports enthusiasts with over 300 live broadcasts annually, high-quality Icelandic production covering Icelandic football and basketball leagues as well as English Premier League and UEFA Champions League.
• SÝN (Linear TV) Linear television channel featuring Icelandic entertainment, news broadcasts at 18:30 daily, sports news, and diverse evening programming that combines news, entertainment, and culture.
• Viaplay Streaming service combining entertainment content and sports events, offering quality series, award-winning films, crime dramas, family-friendly content, and sports coverage including Formula 1, FA Cup, and Bundesliga, bundled within Sýn television packages.
• Frelsi (Freedom) Prepaid Mobile Prepaid mobile service allowing users to pay in advance for calls, SMS, and data. Includes travel packages (Ferðapakki) for use in many countries with unlimited calls and SMS plus data allowances, particularly suited to tourists and residents seeking flexible prepaid options.
• eittNúmer (One Number) eSIM eSIM service connecting phone and smartwatch, allowing users to leave their phone behind when running, climbing, or playing. Provides one number across multiple devices with support for multiple numbers in the same device.
• 5G Home Internet Unlimited 5G high-speed home internet service. Over 200 transmitters installed nationwide with continued expansion. WiFi 7 router equipment included with free setup; WiFi extender available as add-on.
• Stöð 2 Streaming App (Sjónvarpsapp) Television streaming app allowing users to watch shows, movies, and sports on phones, tablets, televisions, or computers. Available on Android, iPhone, Android TV, Apple TV, and Amazon Fire. Samsung and LG TV versions are planned.
• Ferðapakki (Travel Package) Travel package for use outside Europe providing unlimited calls and SMS within the country and to Iceland plus data allowance. Non-European countries: 1,490 ISK/day with 1GB data. USA and Switzerland: 990 ISK/day with 5GB data.
• Pakkar (Bundled Packages) Bundled service packages combining internet, television, and sports content. Offers comprehensive connectivity and entertainment solutions for households with all services from a single provider under Góður, Betri, and Bestur tiers.
• Sjónvarp Símans Premium (Television Premium Content) Premium content service offering a wide selection of Icelandic and foreign quality content including movies, series, children's content, and sports. Subscription includes 50+ channels and access to rental catalog with 4,000+ titles.
• Leigan (Movie Rental) Movie rental service within Sýn's television offering. Provides access to over 4,000 film titles for rental, including action, drama, entertainment, and comedy options, available to television subscribers.

Quantifiable outcome

• SÝN+ identified as the most successful television channel (sigursælasta sjónvarpsveitan)
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• SendafélagiðcoreStrategic or Co-development PartnerJoint venture company with Nova for the operation of mobile network infrastructure systems. Sýn and Nova jointly operate Sendafélagið to manage shared mobile network infrastructure, achieving cost efficiencies and environmental benefits through shared antenna systems.
• Vodafone GroupcoreTechnology or IntegrationInternational telecommunications brand partnership. Sýn operates under the Vodafone brand in Iceland, utilizing Vodafone's global network standards, technology, and brand. The partnership provides access to international roaming networks and global best practices.
• 10-11 Convenience StoresmajorChannel Partner/ Reseller/ DistributorRetail distribution partnership with 10-11 convenience store chain across Iceland. Prepaid SIM cards and starter kits sold at 10-11 locations including Keflavik Airport arrival hall.
• N1 Petrol StationsmajorChannel Partner/ Reseller/ DistributorDistribution partnership with N1 petrol station chain offering prepaid SIM cards and starter kits at locations throughout Iceland.
• Elko StoresmajorChannel Partner/ Reseller/ DistributorElectronics retail partnership with Elko stores at Keflavik Airport for tourist-focused SIM card sales.
• Hotels and Tourist Information CentersminorChannel Partner/ Reseller/ DistributorDistribution partnership with numerous hotels and tourist information centers across Iceland for prepaid SIM card availability for visitors.
• Model (Akranes)minorChannel Partner/ Reseller/ DistributorAuthorized dealer in Akranes, providing mobile services and SIM cards for customers in the region.
• Tengill (Sauðárkrókur)minorChannel Partner/ Reseller/ DistributorAuthorized dealer in Sauðárkrókur, providing mobile services and SIM cards for customers in the region.
• Árvirkinn (Selfoss)minorChannel Partner/ Reseller/ DistributorAuthorized dealer in Selfoss, providing mobile services and SIM cards for customers in the region.
• Tölvun (Vestmannaeyjar)minorChannel Partner/ Reseller/ DistributorAuthorized dealer in Vestmannaeyjar, providing mobile services and SIM cards for customers in the region.
• ViaplaymajorStrategic or Co-development PartnerContent partnership providing Viaplay sports and entertainment content included in Sýn television packages. Viaplay content (movies, series, Formula 1, FA Cup, Bundesliga) available through SÝN packages including Góður, Betri, and Bestur tiers.
• IcelandairminorChannel Partner/ Reseller/ DistributorIn-flight SIM card distribution partnership. Vodafone Premium Starter Pack available on Icelandair flights with 50 minutes of overseas calls to select countries.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Vodafone Group: Global telecom incumbent that maintains a brand and technology partnership with Sýn (formerly Vodafone Iceland). Comparable as a wireless carrier operator with international scale and standards.
• RTL Group: European broadcaster operating linear TV channels and streaming platforms across multiple markets. Comparable as a broadcaster-plus-streamer model competing with Stöð 2/SÝN Sport.
• Telenor: Leading Nordic and pan-European mobile carrier with bundled broadband/TV offerings. Comparable for scale, network operations, and Nordic regulatory exposure.
• ITV plc: UK commercial broadcaster combining linear channels (ITV1) with the ITVX streaming hub and Studios. Comparable for vertically integrated broadcast, streaming, and advertising-led monetization.
• TDC (now Nuuday): Danish telecom and media operator offering mobile, broadband, and TV including streaming products. Comparable Nordic operator with a similar connectivity-plus-content model.
• Telia Company: Major Nordic telecom operator offering mobile, fixed broadband, and TV across the Nordics and Baltics. Closest Nordic peer for telecom-and-TV bundling strategy.

Direct peers

• Nova: Icelandic mobile and broadband operator that competes directly with Sýn across 4G/5G mobile, home internet, and bundled services. They share infrastructure through the Sendafélagið JV but remain commercial rivals.
• Síminn: Iceland's other major fixed-line and mobile telecom provider, offering bundled internet, TV, and mobile services to households. Closest direct competitor to Sýn's residential bundle proposition.
• NENT Group (Viaplay): Nordic streaming and media group whose Viaplay service is both a content partner inside SýN packages and a direct streaming competitor in Iceland and the Nordics.

Emerging players

• Netflix: Global subscription streaming service competing with SÝN+ for Icelandic viewer time and ARPU. Comparable for streaming economics, content investment, and cord-cutting dynamics affecting Sýn's linear TV.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/synis
• Facebookfacebook.com/synis
• LinkedInlinkedin.com/company/stod2
• Instagraminstagram.com/synis

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 Stöð 2