The 2024 annual financial statements for Aftonbladet, Svenska Dagbladet and Podme are now finalized.
“Our three largest Swedish companies are delivering stable results and clear digital growth in a challenging external environment. With a 26 percent increase in Podme’s subscription base, continued growth in digital advertising at Aftonbladet, and improved profitability at Svenska Dagbladet, we are seeing tangible effects of our strategy. The media houses’ investments in audio, AI, and quality journalism are crucial for building long-term value,” says Schibsted CEO Siv Juvik Tveitnes.
Stable revenues and continued digital growth for Aftonbladet
Aftonbladet’s operating revenues increased slightly in 2024, reaching SEK 1,462 million (SEK 1,452 million in 2023). An expected decline in print revenues was offset by continued strong growth in digital advertising and subscriptions.
“Aftonbladet once again demonstrates its ability to combine reach, journalism, and innovation. The digital business has continued to grow, both in advertising and subscriptions, creating solid conditions for the future,” says Siv Juvik Tveitnes.
The subscription business developed positively, and the digital advertising operations grew faster than the average for digital news media, according to IRM.
Operating profit, however, declined to SEK 20 million (SEK 38 million in 2023), corresponding to an operating margin of 1.3 percent. The change in profit is explained by lower profitability in print and strategic investments in digital innovation and product development.
In 2024, Aftonbladet consolidated its position as the Swedes’ first choice for news. With an average of 3.7 million daily digital visitors, Aftonbladet remains by far the largest – 1.3 million more than its closest competitor.
The newspaper continues to lead in digital development and AI. During the year, several interactive AI chatbots were launched, and the news feature ”Update” – an AI-generated audio summary with Aftonbladet’s own AI voice – was introduced.
Journalistically, the year was also strong, with high-profile investigations in areas such as politics and the environment. Susanna Nygren was named Sports Journalist of the Year, and Aftonbladet veteran Robert Aschberg received the prestigious Lukas Bonnier Grand Prize for Journalism in November for outstanding journalistic achievement.
| Aftonbladet AB | 2024 | 2023 | Change (%) | Change (MSEK) |
| Operating revenues | 1 462 | 1 452 | 0,7% | 10 |
| Operating profit | 20 | 38 | -47,4% | -18 |
| Operating margins | 1,3% | 2,6% |
SvD increases profit – continues to nvest in audio
Svenska Dagbladet improved its operating profit to SEK 80 million for 2024 (SEK 72 million in 2023), corresponding to an operating margin of 9.6 percent. Despite a slightly lower overall revenue level, primarily driven by continued declines in print income, the company strengthened its profitability through digital growth and effective cost control.
“The 2024 results show that Svenska Dagbladet continues to move in the right direction. Strong growth in digital subscriptions, combined with a determined focus on cost optimization, gives SvD a solid footing in a rapidly changing media market,” says Siv Juvik Tveitnes.
The number of digital subscribers increased by 15 percent during the year, and revenues rose in line with both customer base growth and price adjustments. At the same time, revenues from the printed newspaper declined, although the print business remains profitable.
On the advertising side, the ongoing structural transformation is evident. Digital ad revenues are increasing, while print revenues are decreasing – though at a slower pace than the overall market, according to IRM.
During the year, Svenska Dagbladet continued to distinguish itself in narrative and investigative journalism. Particularly notable has been its investment in audio. The podcast team, which was awarded Editorial Team of the Year in 2024, has launched a significantly expanded offering of audio documentaries and narrated articles.
| Svenska Dagbladet | 2024 | 2023 | Change (%) | Change (MSEK) |
| Operating revenues | 831 | 858 | -3,2% | -27 |
| Operating profit | 80 | 72 | +10,6% | +8 |
| ROperating margin | 9,6% | 8,4% |
Podme grows and improves profitability
Podme AB continues its growth journey and reports increased operating revenues of SEK 230.6 million for 2024 – an increase of 2.9 percent compared to the previous year.
“Podme is clearly in a growth phase where we continue to invest in strong content and a robust technical platform. The fact that we are simultaneously able to improve profitability confirms that our strategy is on the right track,” says Siv Juvik Tveitnes.
The subscriber base grew by 26 percent during the year, and Podme Group (which includes the companies in Sweden, Norway, and Finland) surpassed 350,000 paying subscribers across the Nordic markets. The growth is driven by an attractive content offering featuring popular personalities and an expanding collaboration with other Schibsted media houses.
Operating profit improved from SEK -70.8 million in 2023 to SEK -45.1 million in 2024, corresponding to an operating margin of -19.5 percent – a clear improvement from the previous year’s -31.6 percent. The negative result is in line with the company’s long-term strategy, where investments in content, product development, and market presence continue to be prioritized in order to establish a leading position in premium podcasts in the Nordics.
At the same time, Podme developed its advertising business during the year by generating revenue also through open RSS feeds – an important complement to subscription income.
| Podme AB | 2024 | 2023 | Change (%) | Change (MSEK) |
| Operating revenues | 230,6 | 224,2 | 2,9% | 6,5 |
| Operating profit | -45,1 | -70,8 | -36,4% | 25,8 |
| Operating marginl | -19,5% | -31,6% |
Note: Preliminary! The 2024 annual report for Podme has not yet been fully audited and signed.
