Population 10m
Internet penetration 96%

Compiled with the help of Oscar Westlund, Oslo Metropolitan University, Volda University College, and University of Gothenburg.

Sweden is a digitally developed country marked by a mix of public service broadcasters, commercial legacy news media, and emerging alternative news media.

Top Brands

Changing Media

TV and online news remain the most popular sources of news while print has dropped by 15 percentage points in the last five years. Domestic newspapers have lost much of their advertising revenue, with many hoping that increasing digital subscription will make up some of the gap.


Around four out of ten Swedes express a general trust in the news, similar to previous years though trust is much higher for the news sources people regularly turn to. Public broadcasters are the most trusted bands along with local newspapers while partisan brands and tabloids have the highest level of mistrust.