Omni Group Ab

What Omni Group Ab does

Omni Group Ab, operating through its subsidiary Omnipunktse AB under the Omni brand, is a Swedish digital news aggregation platform owned by Schibsted. The company aggregates and curates news from multiple Swedish and international perspectives, delivering content via web and mobile apps to approximately 800,000 weekly Swedish users, with a leadership position among Swedes under 35. The platform is editorially led by roughly 35 in-house journalists and supplemented by content licensing partnerships with The New York Times, The Washington Post, The Economist, Financial Times, Bloomberg, Reuters, AP, AFP, and The Athletic (translated to Swedish), which collectively enable paywall-bypass functionality for premium subscribers.

The core product is the free Omni news app, layered with a freemium subscription stack: Omni Mer Bas (99 kr/month annual), Omni Mer Full (119 kr/month annual), the Superpaketet bundle at 269 kr/month combining Omni Mer with SvD, Aftonbladet Plus, and Podme, and a free youth tier for users 21 and under. Revenue is generated through these subscription tiers (user revenues approaching ~50 million SEK) plus native advertising — a yellow-text format pioneered by Omni in 2016 — contributing a similar ~50 million SEK annually. The company has published an AI Manifesto outlining its ambition to operate as an AI-centric organization with humans and AI working side by side in editorial workflows.

Omni is headquartered in Stockholm at Västra Järnvägsgatan 15. Its commercial leadership includes Samuel Inghammar (Head of Omni Mer), Markus Gustafsson (Editor-in-Chief), Denise Backman (Business Manager for advertising), and Alexander Frid Kahn (Business Manager for the subscription segment). Distribution is fully direct-to-consumer within Sweden, with no disclosed international operations, and the company operates as a distinct brand within the Schibsted media portfolio.

Name

Omni Group Ab

Legal name

Omnipunktse AB

Website

https://omni.se

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Omni Group Ab operates Omni, a Swedish digital news aggregation platform owned by Schibsted that delivers multi-perspective journalism to approximately 800,000 weekly Swedish users via mobile and web, monetized through subscription tiers and native advertising.

Ownership category

akta.pro rank

Product category

Digital News Media & Aggregation

NAICS

Newspaper Publishers (51311), Web Search Portals and All Other Information Services (51929), Periodical Publishers (513120)

SIC

Services-Advertising (7310), Newspapers: Publishing Or Publishing & Printing (2711)

akta.pro primary industry

News & Content Aggregation Portals (BPAMAAAI)

Keywords

• Digital news platform
• News aggregation service
• Premium news subscription
• Native advertising
• Multi-perspective journalism

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, Technology or R&D, Operations, Marketing or Sales, Others

Revenue model

1. Subscription Revenue (Omni Mer): Premium subscription service offering ad-free reading, in-depth analysis, and paywall bypass for international media. Includes various tiers (Omni Mer Bas, Omni Mer Full, Superpaketet).
2. Advertising Revenue: Native advertising and display advertising. Native ads appear as yellow text ads within the Omni format, following the same logic as editorial content.
3. Strategic Partnerships: Partnership with The Athletic provides sports journalism content to subscribers, expanding content offerings without direct production costs.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Omni operates a Swedish digital news aggregation platform that presents news from all perspectives, combining a free daily news app with paid premium subscription tiers (Omni Mer, Omni Mer Bas) and a multi-publisher bundle (Superpaketet combining Omni Mer, SvD, Aftonbladet Plus, and Podme). The platform serves roughly 800,000 weekly Swedish users with multi-perspective coverage, in-depth journalism, unlocked paywalls for international partners, and an ad-free premium experience, supported by native advertising and an AI-centric editorial strategy.

Product overview

Omni is a Swedish news aggregation platform operated by Schibsted, offering a unified news app that aggregates news from all perspectives. The core offering consists of the free Omni News App combined with premium subscription tiers: Omni Mer (full premium), Omni Mer Bas (basic premium), and Superpaketet (multi-publisher bundle with SvD, Aftonbladet, and Podme). Premium subscribers access in-depth journalism from international publications, unlocked paywalls, and ad-free reading. The platform has approximately 800,000 weekly Swedish users and is positioning itself as an AI-centric company.

Differentiator

Problem solved

Functional benefit

Products and services

• Omni News App Free Swedish news aggregation platform delivering daily news from multiple perspectives, with topic-based coverage, multimedia articles, and video. Accessible on web, iOS, and Android.
• Omni Mer Premium subscription service providing in-depth journalism, articles from international publications (The New York Times, The Washington Post, The Economist, Financial Times, The Athletic), unlocked paywalls, and ad-free reading experience. Available in Bas and Full tiers.
• Omni Mer Bas Entry-level premium subscription tier offering all Omni Mer content with ad-free reading and the ability to share one extra account. Priced at 99 kr/month on annual billing or 129 kr/month monthly.
• Superpaketet Multi-publisher bundle subscription combining Omni Mer, SvD, Aftonbladet Plus, and Podme in a single 269 kr/month offering with cross-publisher access.
• Omni Ekonomi Premium financial news and investment education content bundled free with Omni Mer for subscribers aged 21 and under.

Quantifiable outcome

• 800,000 weekly Swedish users
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Twelve partnerships are on record, tiered core.

• The AthleticcoreStrategic or Co-development Partner · 10 April 2026Omni has partnered with The Athletic, the award-winning sports site owned by The New York Times, to provide in-depth sports journalism to Omni Mer subscribers. The Athletic is known for its deep, narrative-driven sports coverage with nerdy analysis and unique stories. Content is translated to Swedish and published directly in the Omni app, with special focus on teams and athletes relevant to Swedish audiences.
• The New York TimescoreTechnology or IntegrationContent licensing partnership providing access to The New York Times journalism for Omni Mer subscribers, integrated into the Omni platform.
• The Washington PostcoreTechnology or IntegrationContent partnership allowing Omni Mer subscribers to access Washington Post content through Omni platform, bypassing paywalls.
• The EconomistcoreTechnology or IntegrationInternational content partnership providing economic and political analysis from The Economist to Omni Mer subscribers.
• Financial TimescoreTechnology or IntegrationPaywall bypass partnership enabling Omni Mer subscribers to access Financial Times content normally behind paywall.
• BloombergcoreTechnology or IntegrationBusiness and financial news partnership providing Bloomberg content access to premium subscribers.
• ReuterscoreTechnology or IntegrationInternational news agency partnership providing Reuters news content to Omni platform.
• AP (Associated Press)coreTechnology or IntegrationInternational news agency partnership providing AP news content to Omni platform.
• AFP (Agence France-Presse)coreTechnology or IntegrationInternational news agency partnership providing AFP news content to Omni platform.
• SvD (Svenska Dagbladet)coreChannel Partner/ Reseller/ DistributorPartnership within Superpaketet bundle, providing SvD access to Omni Mer subscribers as part of combined subscription offering.
• AftonbladetcoreChannel Partner/ Reseller/ DistributorPartnership within Superpaketet bundle, providing Aftonbladet Plus access to Omni Mer subscribers as part of combined subscription offering.
• PodmecoreChannel Partner/ Reseller/ DistributorPartnership within Superpaketet bundle, providing podcast platform access to Omni Mer subscribers as part of combined subscription offering.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Others

• Schibsted: Parent conglomerate and largest shareholder of Omni. Comparable as the broader media group whose portfolio strategy and capital allocation directly shape Omni's growth path.

Direct peers

• SmartNews: AI-driven news aggregation app focused on surfacing stories from multiple publishers. Comparable mobile-first aggregated news experience targeting general consumers.
• Flipboard: Global news aggregation platform offering curated multi-source news in a magazine-style interface. Comparable product category and audience behavior of consuming aggregated news digitally.
• Dagens Nyheter (DN): Sweden's leading daily broadsheet newspaper, owned by Bonnier. Directly comparable subscription news product targeting the same Swedish digital news consumer, particularly premium and politically engaged readers.
• Expressen: Major Swedish tabloid and digital news outlet owned by Bonnier. Competes for the same Swedish digital news audience with a similar mix of free content plus Expressen Premium subscription.
• Ground News: Subscription-based news aggregation platform focused on showing news from multiple political perspectives. Closest conceptual peer to Omni's 'alla perspektiv' multi-perspective positioning and freemium-plus-subscription model.
• SVT Nyheter: Swedish public broadcaster's news operation, funded via public means but competes for the same digital news audience. Comparable news aggregation and multi-perspective coverage, without subscription revenue.

Regional players

• Aftonbladet: Sweden's largest tabloid news outlet, owned by Schibsted (same parent as Omni). Comparable Swedish news audience and advertising market; operates Aftonbladet Plus subscription and is a bundle partner via Superpaketet.
• Svenska Dagbladet (SvD): Major Swedish daily newspaper owned by Schibsted. Comparable subscription-driven Swedish news model and audience; bundle partner in Superpaketet.

Broad incumbents

• Apple News: Apple's news aggregation product with premium Apple News+ tier bundling multiple publishers. Broader incumbent that competes with Omni for premium aggregated news consumption, though global rather than Swedish-focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/omni
• LinkedInlinkedin.com/company/omni-se

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Omni Group Ab