Advanced Television

Sweden: Digital newspapers increasingly popular among YA

April 3, 2025

In Q1 2025, 25 per cent of Swedish households had at least one digital subscription to a newspaper (ie without access to a printed newspaper), according to Mediavision research. Among young adults, aged 20 to 30, the share with a digital subscription is notably higher – 33 per cent now have at least one digital daily newspaper subscription. Among older people, aged 40 to 50, the figure is lower, indicating that the digital transformation in news media is driven by younger people. Households subscribing to a digital daily newspaper pay an average of SEK 130 (€12.08) per month.

“The fact that young adults are more inclined than older people to pay for digital news media shows that journalism holds a strong position within this group,” commented Marie Nilsson, CEO of Mediavision. “There is often concern about young people’s willingness to pay for journalism. However, our figures point in a partly different direction.”

The share of young adults with a digital newspaper subscription has increased by 40 per cent over the past five years, from 20 per cent in 2020 to today’s 33 per cent. At the same time, the media landscape has changed substantially, with social media capturing more of young people’s attention. The fact that digital daily subscriptions have increased is therefore a sign of strength for journalism.

“The fact that young adults are increasingly willing to pay for digital daily newspapers is a positive sign, especially now that competition for their attention is fiercer than ever. For newspaper companies and news media, it’s essential to continue attracting younger readers and subscribers,” concluded Nilsson.

Categories: Articles, Consumer Behaviour, Research, Social Media

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