Schibsted
Nordic media group monetising news audiences through subscriptions and advertising.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Schibsted ASA
- Entity type
- COMPANY
- Founded
- 1839
- Company size
- >5,000
- Market role
- Publisher & Media Owner
- Official website
- schibsted.com
What Schibsted does
Schibsted creates value by owning large audience-facing media brands and monetising them in two parallel ways. First, it converts engaged readers and listeners into paying subscribers for premium news and audio products. Secondly, it sells advertising access to those audiences across its owned media properties through a central sales house and self-serve ad platform. This combines direct consumer revenue with B2B media monetisation, allowing the same audience base to support multiple revenue streams.
Category differentiation
Schibsted is a Nordic media owner and advertising sales operator, not a standalone adtech vendor or a pure software company. It should be distinguished from individual portfolio brands such as Aftonbladet, VG or Podme, which are products within the wider group.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Schibsted is a publicly listed Nordic media group that owns and operates a portfolio of consumer media brands, including digital news publishers, audio products and advertising sales operations. Based on the supplied product data, its portfolio includes major news titles such as Aftonbladet, VG, Aftenposten and Svenska Dagbladet, alongside products such as Omni, Podme and its centralised advertising unit Schibsted Advertising. The company makes money through a hybrid model: recurring consumer subscription revenue from paid journalism and premium audio, and advertising revenue from selling inventory across display, native, video, audio and print. Its customers are both consumers who pay for content access and advertisers or agencies that buy audience reach across Nordic media properties, either through managed sales or via the self-serve Admarket platform.
Company news briefing
Briefing updated:
Following leadership transitions at the Tinius Trust under Chair Raoul Grünthal and the strategic integration of TV4 in Sweden and MTV in Finland, Schibsted has delivered strong results across its News Media and TV Media divisions. The group continues to expand its Nordic commercial footprint with the live launch of Radio Aftonbladet—Sweden's first commercial news radio station—alongside the two-year extension of the VGX project and SMS Sweden being named Sales Organisation of the Year 2026.
Business model & monetisation
The company uses a hybrid monetisation strategy centred on content subscriptions and advertising. Consumer-facing products generate recurring revenue through subscription tiers and paywalls. Advertising is monetised through CPM-based inventory sales, bespoke cross-brand campaign packages, branded/native formats, and self-serve campaign buying via Admarket. The supplied product synthesis also indicates revenue from print and podcast advertising where relevant.
- Digital and print news subscriptions
- Content Subscription
- Display, native and video advertising
- Ad-Supported
- Podcast subscriptions
- Content Subscription
- Managed campaign packages via central ad sales
- Service Fee
- Self-serve advertiser spend via ad platform
- Percentage Take-Rate
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Competitors & alternatives
- Aller
Nordic media group spanning publishing, advertising, agency services and travel.
- Bonnier
Swedish family-owned media group spanning publishing, subscriptions and advertising.
- Hearst
Private media conglomerate monetising content, audiences, advertising and subscriptions.
Side-by-side comparisons
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Schibsted Press & News: VGX extended, SMS Sweden named Sales Org of the Year, Radio Aftonbladet launches
Recorded impact score: 3.5/5
The Schibsted press page lists multiple recent announcements: VGX project extended for two years, SMS Sweden named Sales Organisation of the Year 2026, Radio Aftonbladet goes live, Schibsted strengthens Nordic position with stronger results, Raoul Grünthal appointed new Chair of Tinius Trust, Aftonbladet Radio opens for advertisers, Schibsted secures rights deal for Norwegian football, partnership with Estercare for women's health, joint digital advertising offering with TV4, open sourcing AI tool Videofy, and several award wins.
Schibsted Press & News: Radio Aftonbladet launches, strong results, and more
Recorded impact score: 4/5
Schibsted's press page features multiple announcements including the launch of Radio Aftonbladet, strong annual results, a new Tinius Trust chair, sports rights deal, AI tool open-sourcing, and more.
Schibsted Press & News: Radio Aftonbladet launch, Q2 results, and more
Recorded impact score: 3.5/5
Schibsted's press page lists recent announcements including the launch of Radio Aftonbladet, stronger results, a new Chair for the Tinius Trust, and other corporate updates.
Radio Aftonbladet is live – a new chapter for Aftonbladet and Schibsted
Recorded impact score: 4/5
At 6.30 this morning, Radio Aftonbladet went live. Alex Letic and Linda Hjertén, together with newsreader Olivia Elander, are the first voices to welcome listeners to Sweden’s first commercial news radio station. Throughout the day, the rest of the editorial team will take over, with news, sport, entertainment and music
Schibsted strengthens its Nordic position – delivers stronger results
Recorded impact score: 5/5
Schibsted completed its first full year of operations as an independent media company in 2025. At the same time, the acquisitions of TV4 in Sweden and MTV in Finland strengthened the Group’s position as the leading media company in the Nordics. Both divisions, News Media and TV Media, delivered strong
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Questions about Schibsted
What is Schibsted?
Schibsted is a publicly listed Nordic media group operating news, audio and advertising businesses.
Who uses Schibsted?
Consumers use its news and audio brands, while advertisers and agencies use its media inventory and ad sales products.
How does Schibsted make money?
It earns revenue from digital subscriptions, paid audio products and advertising sold across its owned media properties.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
17 publicly documented primary sources and citations linked across the market graph.
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