Up in the Sky

What Up in the Sky does

Up in the Sky (legal entity UpFactory B.V.) is a privately held Dutch digital media company headquartered at Uiverweg 2, 1118 DS Schiphol, Netherlands, operating the largest independent aviation news platform in the Netherlands. Founded in 2013, the company publishes daily Dutch-language aviation news, analysis, and background stories covering commercial aviation, military aviation, and aviation policy, with a focused lens on the Dutch and Belgian sectors including KLM, Transavia, Schiphol Airport, and the Royal Netherlands Air Force. The site attracts over 1 million monthly visitors generating 2–2.5 million monthly pageviews, supported by an editorial team of more than 20 people. The platform also operates the "Goof en Goot Praten Piloot" aviation podcast (available on Apple Podcasts, Spotify, and Podimo), the "Werken in de Luchtvaart" aviation jobs portal, an aviation-themed e-commerce webshop at shop.upinthesky.nl, and an advertising/media solutions offering. Five distinct email newsletters (weekly, daily morning, daily afternoon, daily evening, and Aviation Jobs) are distributed via MailerLite, and content is syndicated across Facebook, X, Instagram, LinkedIn, YouTube, Threads, and WhatsApp.

The underlying technology stack is a WordPress-based digital publishing platform with embedded newsletter signup forms, social sharing integrations, podcast hosting through third-party platforms, and RSS syndication. There is no disclosed use of proprietary technology, AI features, or APIs. The platform serves four primary audience segments — frequent travelers, aviation professionals, aviation enthusiasts, and readers specifically interested in the Dutch/Belgian aviation sector — via a horizontal segmentation approach.

The business model is primarily advertising-based. Revenue is generated through display advertising and sponsored/branded content (clearly labeled as commercial), with additional paid vacancy listings on the Werken in de Luchtvaart portal and merchandise sales via the webshop. Pricing is not publicly disclosed and is managed through a downloadable media kit, with custom multi-year advertising contracts sold directly to enterprise clients. The company is owned by co-owners Sytse Sijbesma (Director and Editor-in-Chief), Goof Bakker (Columnist), and Florimond de Rooy (Editor); no external institutional investors, parent company, funding rounds, or acquisitions are disclosed in the source material, and revenue figures are not publicly disclosed.

Name

Up in the Sky

Legal name

UpFactory B.V.

Website

https://upinthesky.nl

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Up in the Sky is a Schiphol-based independent Dutch aviation media platform publishing daily news, analysis, podcasts, and a jobs portal reaching 1 million+ monthly visitors across the Netherlands and Belgium, monetized primarily via advertising, sponsored content, and paid vacancy listings.

Ownership category

akta.pro rank

Headquarters

HQ city

Schiphol

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Advertising: The platform generates revenue through advertising placements, with options for branded content and advertorials. Advertisers can reach the platform's audience of over 1 million monthly readers generating 2-2.5 million pageviews.
2. Job/Vacancy Listings: The 'Werken in de Luchtvaart' (Working in Aviation) section allows employers to post vacancies targeting aviation professionals and enthusiasts.
3. Sponsored Content: Partner content and sponsored articles are published with clear labeling as commercial content.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels11 records

Core offering

Up in the Sky is the largest independent Dutch-language aviation news platform, publishing daily news articles, analyses, background stories, interviews, columns, photo reports, podcasts, and newsletters covering commercial aviation, military aviation, and aviation policy with a focus on the Dutch and Belgian market (including KLM, Transavia, Schiphol Airport, and Royal Netherlands Air Force). Revenue is generated primarily through display advertising, sponsored/branded content, and a sector-specific aviation jobs portal ('Werken in de Luchtvaart'), with secondary revenue from an aviation-themed merchandise webshop.

Product overview

Up in the Sky is a Dutch-language online aviation news platform structured as a single unified media product with several integrated content channels. The core offering is the daily-updated news website covering commercial aviation, military aviation, and aviation policy. Supporting products include the 'Goof en Goot Praten Piloot' podcast distributed via major podcast platforms, the 'Werken in de Luchtvaart' aviation jobs portal featuring sector vacancies, an e-commerce webshop for merchandise, and an advertising service offering reach to approximately 1 million monthly readers. A newsletter distribution service complements the platform with multiple delivery frequency options.

Differentiator

Problem solved

Functional benefit

Brands

• Goof en Goot Praten Piloot: Aviation podcast hosted by Goof Bakker and Leo van der Goot, covering aviation topics with occasional tangents and humor.

Products and services

• Up in the Sky News Platform Dutch-language aviation news website publishing daily news, analyses, background stories, interviews, columns, photo reports, book reviews, and multimedia content covering commercial and military aviation, aviation policy, and international aviation industry developments.
• Goof en Goot Praten Piloot Podcast

Quantifiable outcome

• Over 1 million monthly website visitors
• +2 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Two partnerships are on record, tiered minor.

• German AirwaysminorChannel Partner/ Reseller/ Distributor · 1 June 2022German Airways is a German ACMI airline (Aircraft, Crew, Maintenance, Insurance) operating a fleet of nine Embraer ERJ-190 aircraft. The company wet-leases aircraft to KLM Cityhopper through a partnership established in summer 2022. German Airways aircraft operate under their own livery with company crews, filling scheduling gaps for KLM.
• KLM CityhopperminorStrategic or Co-development PartnerKLM Cityhopper collaborates with German Airways through a wet-lease arrangement where German aircraft and crews operate on KLM routes to supplement the Dutch airline's operations.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Leeham News and Analysis: Independent aviation analysis site focused on commercial aviation strategy, OEM comparisons, and aircraft economics. Comparable as an independent, content-led aviation news/analysis brand monetized via ads and subscription.
• AeroTelegraph: German-language independent digital aviation news platform covering commercial aviation, airlines, and aircraft. Closely comparable as a country-specific, language-focused, ad-supported aviation media outlet serving a national aviation audience.
• Simple Flying: English-language digital aviation publication covering commercial aviation news, analysis, and educational content. Comparable as an ad-funded, content-led digital aviation media brand with global reach and similar GTM motion.
• Piloot & Vliegtuig: Dutch aviation magazine publishing columns (including contributions from Up in the Sky co-owner Goof Bakker). Comparable as a Dutch aviation enthusiast/professional media brand with overlapping content, audience, and contributor base.
• AirInsight: Digital aviation industry analysis and news platform covering commercial aviation, MRO, and policy. Comparable as an ad/subscription-supported aviation analysis brand with content-led growth and newsletter distribution.
• The Aviation Herald: Independent aviation incident and safety news website. Comparable as an editorially independent, niche aviation news outlet with a strong enthusiast/professional following and similar digital-only, ad/sponsorship-based monetization.
• Aviation24.be: Belgian aviation news site covering airlines, airports, and aviation industry developments. Comparable as a Benelux-focused, ad-supported aviation media product targeting the same Dutch-speaking aviation audience.
• Luchtvaartnieuws: Dutch aviation news outlet covering civil and military aviation in the Netherlands. Direct competitor in the same Dutch-language aviation news vertical, with overlapping audience of professionals and enthusiasts.

Broad incumbents

• FlightGlobal: Long-established aviation industry news and data provider serving airlines, MROs, and OEMs globally. Comparable as a broad aviation news/data incumbent that overlaps in commercial-aviation journalism but with a much wider portfolio including paid data subscriptions.

Emerging players

• Pilotenews.nl: Smaller Dutch-language aviation-focused publication for pilots and aviation professionals in the Netherlands. Comparable as a Dutch-language niche aviation media brand with overlapping professional audience.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/UpintheSkyNL
• YouTubeyoutube.com/c/UpintheSkyAviation
• Facebookfacebook.com/upintheskynl
• LinkedInlinkedin.com/company/upintheskynl
• Instagraminstagram.com/upintheskynl

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Up in the Sky