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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

If there’s one thing that’s constant in public relations, it’s that the industry is constantly changing. Brands and companies are continually finding new ways to get mentioned in the media and use that coverage to grow their presence and reputation. With each passing year, we can learn more from the past year’s successes (and failures). Leverage that information to build on your strategy in the coming months.

Use our ultimate list of PR statistics in 2025 to jumpstart your strategy for the new year. Let’s dive in!

What Pros Should Know about PR Statistics in 2025

Key Takeaways from a PR Statistical Overview

Make 2025 a Stellar Year for Your PR Practice

Professional media relations officers and marketers can learn a lot from PR statistics. They give you a clearer idea of what’s happening in the industry. You can better anticipate challenges that might affect your PR efforts. Most importantly, knowing current PR statistics can help you see the value that a well-planned PR campaign can bring to your brand.

Combining PR data with media relations tools and services like the Meltwater media relations suite allows you to execute stronger initiatives. When you see what’s worked well for other brands, some of the hard part is already done for you. Your main objective is to adapt your strategy to fit the current landscape.

For example, during the early days of the pandemic, many companies adopted the common theme of “being in this together.” PR campaigns focused on the compassionate side of a brand, leaving any semblance of sales information far behind.

Fast forward to 2025, where compassion has given way to digital convenience and customer-centric experiences. Consumers have exhibited less tolerance for friction in their shopping experiences. Many have even gone as far as tossing brand loyalty to the curb. With supply chains turned upside down and general certainty out the window, consumer habits remain in constant flux.

What will the upcoming year bring? Let’s explore our new collection of PR statistics in 2025.

First, let's start with some general PR statistics about the industry itself.

1. The global PR market is expected to grow to more than $133 billion by 2027.

2. Demand for PR specialists is predicted to grow by about 6% by 2032.

At least in the United States. Globally, experts point to the growing need for competitive advantages and the rising importance of reputation as a main driver of PR market growth.

Source: USC Annenberg Center for Public Relations

3. PR professionals believe that AI is one of the top five skills their companies will need to focus on over the next five years. 

Other top skills include media relations, strategic planning, data and analytics, and multimedia.

4. 7 in 10 struggle with creating effective content.

More than half also struggle to effectively distribute the content they do create.

5. About half also say that converting data into actionable insights is a top challenge.

Aligning metrics to revenue and over-reliance on media impressions were other key concerns.

6. 44% of PR professionals plan to spend more time on internal communications.

PR experts have a wider range of tasks than ever before, and more are adding internal comms to their lists.

Tip: Learn how to make your internal communications shine with these best practices.

7. More than half of journalists don't care what day they are pitched stories. 

At the same time, about one in five prefer to get pitches on Mondays.

8. 55% of journalists get at least a quarter of the stories they publish from pitches. 

This is important for PR professionals to know because it underscores the importance of pitching. About 67% prefer to get pitches that are less than 200 words long.

9. About 90% of PR professionals prefer to pitch through 1:1 emails.

This allows for a personal introduction, good communication tracking, and easy file sharing.

10. 81% prefer to send pitches by noon. 

Many journalists check email first thing in the morning before the chaos of the day sets in.

Need pitching help? Check out our handy pitching guide and learn how to pitch your press release to journalists.

11. More than half of PR professionals who use AI do so to craft pitches.

Writing and research are the top reasons they use generative AI tools.

12. 51% of PR professionals believe that social listening is one of the most effective ways to measure and assess reputation.

Another 46% also count media coverage analysis as a top method. Public relations can benefit from social listening and media coverage analysis in a number of ways, including identifying best-fit media outlets, making the right contacts, and monitoring brand mentions. They also help lighten the workload of PR pros by automatically collecting data on mentions, analyzing responses, and providing the next-best action recommendations.

13. About a third of PR professionals use social listening tools daily.

Another third uses them on a case-by-case basis.

14. 64% use dedicated PR software to store their media lists. 

Budgets and lack of knowledge about available PR technologies can contribute to the absence of tools.

Tip: Explore our overview of the best PR apps and tools, and take a look at these PR measurement tools to help you measure your success.

15. About 45% of PR professionals think their budgets will remain the same.

Meanwhile, 33% of brands and 39% of agencies think their budgets will increase.

16. 53% of PR agencies feel optimistic about business.

17. About 42% think they will see the biggest revenue growth from earned media.

Only 10% expect to see growth from paid media.

Tip: Learn how to hire a PR firm and how to hire a marketing agency.

18. About 50% of PR professionals spend a quarter of their time on measurement and reporting.

More than half see producing measurable results as a key part of proving value to stakeholders.

19. PR professionals track an average of 8 metrics.

The majority track story placement and reach/impressions. Other common metrics include key message pull-through, revenue impact, website impact, and share of voice.

Here are the most important PR KPIs that teams should be tracking — all of the time. 

20. 70% of PR professionals brief their leadership on measurement and reporting once a month or more.

A continuing trend is communicating the current landscape of a company’s PR efforts on an ongoing basis.

These PR statistics underscore the value PR professionals bring to their organizations every day. They also reveal the importance of keeping a finger on the pulse of the industry at all times. As consumer preferences shift, finding new and better ways to connect with them via the media could be key to your company’s future.

Here’s what we’re predicting for 2025 based on our statistical PR overview:

First and foremost, the role of the PR expert will continue to evolve and become more cross-functional. We’re already seeing it happen in terms of expanded content creation and influencer marketing. Upskilling with AI solutions and tools will become a must.

Second, emerging channels like podcasting will enter the PR professional’s playbook as a way to connect with audiences at scale. New media formats offer new ways to instill trust and meet users wherever they are.

Last but not least, as organizations face increased economic and competitive pressures, we expect to see PR professionals spend more time and resources on measurement and reporting. Expanded toolkits and strategies mean more metrics to measure and more options to choose from when proving the value of PR campaigns.

We’re sharing these PR statistics for 2025 because we know that knowledge is power. Use them to shape your PR strategy moving forward and get the most out of your efforts.

20 Most Important PR Statistics for 2025

Belgium's media environment is determined by the country's intricate political framework. In the north, there lies Flanders, a Dutch-speaking region with a population of around 6.7 million people in 2021. Then there are about 4.8 million French-speaking Belgians in the south, the majority of them live in Wallonia and some in the Brussels-Capital Region (Brussels and its neighboring towns).

Finally, in the extreme east, there is a small German-speaking enclave of approximately 75,000 to 80,000 individuals. Belgium's linguistic, political, and cultural distinctions have resulted in a landscape that mirrors the country's federal state structure as well as its language groups. As a result, one could argue that there is no single "Belgium" media market. Instead, there are several, each with its distinct brand and qualities.

What Are the Largest Media Companies in Belgium?

What Are the Top Media Channels In Belgium?

In 2021, the Belgian media landscape showed positive signs as digital subscriptions increased, driven by the COVID-19 pandemic's impact and recovering advertising markets. Notably, Mediahuis, a major Flemish publisher, became a billion-dollar company through acquisitions in the Netherlands, Germany, and Luxembourg. The CEO emphasized the importance of scale or niche focus for success.

Mediahuis successfully expanded its digital subscriptions and saw increased sales for Flemish newspapers. In Wallonia, publisher Rossel acquired broadcaster RTL Belgium, forming a joint venture with DPG Media. This created a dominant advertising force in Belgium, holding a significant market share in broadcast and print advertising.

Digitalization, mergers, and diversification strategies proved successful, but some companies faced challenges. Roularta Media Group closed a regional newspaper, and DPG Media shut down a modern print facility. Newsroom integration and industry changes raised concerns about job security for journalists.

While some legacy news organizations embraced digital strategies to reach new audiences, others faced pressure due to changing editorial approaches and commercial demands. VRT partnered with a bank for financial news and shifted a children's news bulletin from Instagram to TikTok. Political parties also adapted communication strategies, with Vlaams Belang launching a news app and an anti-vax affiliated lawyer creating Verso. tv.

Before we dive into the top media channels in Belgium, let’s first understand the legal scenario of the country.

Belgium's media landscape consists of distinct markets in French-speaking Wallonia and Flemish Flanders, with limited competition. The daily print press is dominated by a few companies owned by prominent families with diverse economic interests. The government oversees regional broadcasters RTBF and VRT, theoretically protecting them from political influence.

While political parties may attempt to influence RTBF and VRT coverage, public broadcasting is designed to resist political pressure. A high council in Brussels-Wallonia ensures a diverse range of opinions. The government doesn't consistently condemn threats against journalists, but steps have been taken to address fake news from anti-vaccine movements.

Belgium lacks a comprehensive press rights law, but the media enjoy strong legal guarantees. Source confidentiality has been protected by law since 2005, and a national ethics council acts as a self-regulatory body. However, defamation remains a criminal offense, with journalists facing legal consequences. Controversy arose in 2019 over a clause allowing judges to suppress articles without justification.

Belgian media face challenges with a significant drop in advertising revenue, now shifting to online platforms. The COVID-19 pandemic further reduced advertising sales, partially offset by increased subscriptions. A case in 2018 highlighted concerns about press susceptibility to economic pressure, with reporters dismissed after covering a financial scandal.

The Belgian press generally enjoys high public trust, particularly in Flanders, but concerns about disinformation surfaced during the pandemic. Criticism towards Flemish media accused them of a pro-government bias in covering the public health emergency. In response to growing distrust, the Wallonia-Brussels Federation introduced a media education curriculum in 2022 to enhance critical analysis skills among students.

Belgium has slipped eight places in Reporters Without Borders' (RSF) annual press freedom survey, which was released in May 2023. The country was ranked 31st, down from 23rd the previous year.

While Belgian journalists have a "relatively high" level of trust, they encounter violence from police and demonstrators at protests, according to the organisation.

However, the RSF report states that the media in Belgium enjoys strong legal and constitutional protections, noting that source confidentiality has been safeguarded by federal legislation since 2005, although some sections remain contentious.

Here you find a list of the largest media companies in Belgium:

<table class="table-primary alternate-color">
<thead>
<tr>
<th>#</th>
<th>Media</th>
<th>Type</th>
<th>Founded in</th>
<th>Headquarters</th>
</tr>
</thead>
<tbody>
<tr>
<td style="text-align:center;">1</td>
<td>Belgacom Skynet</td>
<td>Interactive digital media company</td>
<td>1995</td>
<td>Brussels, Belgium </td>
</tr>
<tr>
<td style="text-align:center;">2</td>
<td>Corelio</td>
<td>Belgian media group</td>
<td>1976</td>
<td>Belgium</td>
</tr>
<tr>
<td style="text-align:center;">3</td>
<td>Proximedia group</td>
<td>Belgian media group</td>
<td>1998</td>
<td>Humaniteitslaan 116, B-1070 Brussels</td>
</tr>
<tr>
<td style="text-align:center;">4</td>
<td>Tapptic</td>
<td>International digital company</td>
<td>2010</td>
<td>Brussels, Belgium</td>
</tr>
</tbody>
</table>

The media industry in Belgium is highly consolidated—a tiny number of Belgian firms own the majority of newspapers, television stations, and radio stations. De Persgroep is the largest private media conglomerate in the Netherlands. Cable television is very popular, and stations in nearby countries, particularly France and the Netherlands, have big audiences.

International media watchdogs give Belgium good marks for press freedom. According to Reporters Without Borders, a regulation protecting journalists' rights to keep their contacts private is "one of the most protective in the world." Also, there were approximately 11 million internet users in Belgium with an internet penetration of 94.5% in the start of 2023. 

In this next section, we discuss the top media channels in Belgium in more detail. Read along!

The VRT, or Flanders' national public-service broadcaster, is perhaps Belgium's largest media organization. VRT channels such as Een and Canvas were among the most-watched in Dutch-speaking Belgium alone as of 2021. The VRT also produced several of the sports and vacation series that became the most popular television shows in Flanders in 2021.

In the south, however, the Walloon audience market share is more evenly distributed among different channels. RTBF shares the market-leading position with the Luxembourgish RTL Group, with both broadcasters accounting for roughly 20% of the market.

Altogether, the most popular TV channels in Belgium are:

Additionally, the number of TV viewers in the 'TV Viewers' section of the Belgian media market is expected to increase by 0.1 million people (+1.07%) between 2023 and 2027. After the ninth consecutive year of growth, the indicator is expected to reach 9.47 million users and hence a new high in 2027. Notably, the number of TV viewers in the media market's 'TV Viewers' category has been steadily expanding in recent years.

Furthermore, the indicator 'Average Revenue per TV User' is expected to fluctuate among the four groups over the projected period until 2027. With 110.98 US dollars, the section Pay TV has the highest indicator 'Average Revenue per TV User' of the four selected segments. Public TV License Fees, on the other hand, are rated bottom, with 0 USD. The difference between them and Pay TV is 110.98 US dollars.

VRT, like television, is a household name in Flanders' radio market. In 2021, VRT's public radio station Radio 2 was the most popular of the country's more than 20 Dutch-language radio stations, with a nearly 30% market share.

Other notable VRT brands include Studio Brussel or StuBru (alternative, rock) and MNM (pop music), which had market shares of around 8% in the same year. RTBF's VivaCité was Wallonia's most popular radio station in 2021, accounting for more than 12% of total listening time.

Belgischer Rundfunk (BRF) is also a popular German-language public broadcaster in Belgium along with La Premiere and Classic 21 by RTBF.

When it comes to news and print, Mediahuis and DPG Media (the new name of De Persgroep since 2019) are the leading participants in the Flanders newspaper sector. Mediahuis publishes the popular newspapers Het Nieuwsblad (215,000 paid circulation in 2022), De Standaard (65,000 print circulation in the same year), and other local newspapers.

DPG Media, on the other hand, is the publisher of the leading Flemish newspaper, Het Laatste Nieuws, as well as the high-quality newspaper De Morgen. As the proprietor of the business newspaper Le Soir and the popular Sudpresse, Groupe Rossel controls the majority of the print market in Wallonia.

In terms of internet consumption, in 2020, practically all major online news brands in Flanders were of domestic origin. This was slightly different in Wallonia, where the most popular online news brands featured numerous foreign brands.

Tip: Learn more about the state of print monitoring and learn how to measure media coverage.

65% of Belgian customers claimed to be active social media users, despite a population of more than 11 million people. However, there is no ranking of how many users in Belgium use any individual social media platform. This is because there isn't a lot of data available on social media in Belgium, which is acknowledged by domestic sources.

One probable explanation is the country's structure: Belgium has six different governments. There are three regional governments (Flanders, Wallonia, and the Brussels-Capital Region), two regional governments (French-speaking Community and German-speaking Community), and one national government. Internal disparities in language and, in certain cases, legislation make it difficult to conduct nationwide surveys required to collect data on a topic such as social media use in the country.

In short, numbers on a regional rather than national level are more likely to exist in Belgium.

According to sources, Facebook dominates the country, followed by:

<table class="table-primary alternate-color">
<thead>
<tr>
<th>#</th>
<th>Social Media Platform</th>
<th>% of people that trust the platform for news</th>
<th>% of people that trust the platform for other reasons</th>
</tr>
</thead>
<tbody>
<tr>
<td style="text-align:center;">1</td>
<td>Facebook</td>
<td>38% (-1)</td>
<td>70%</td>
</tr>
<tr>
<td style="text-align:center;">2</td>
<td>YouTube</td>
<td>17% (-2)</td>
<td>54%</td>
</tr>
<tr>
<td style="text-align:center;">3</td>
<td>WhatsApp</td>
<td>15% (-1)</td>
<td>58%</td>
</tr>
<tr>
<td style="text-align:center;">4</td>
<td>Facebook Messenger</td>
<td>14% (+2) </td>
<td>41%</td>
</tr>
<tr>
<td style="text-align:center;">5</td>
<td>Instagram</td>
<td>12% (-2)</td>
<td>54%</td>
</tr>
</tbody>
</table>

A poll done in Belgium in the third quarter of 2021 discovered that the average daily time spent on the internet was 2 hours 19 mins, which is almost 60% down from the global average data.

Tip: Download the free State of Social Report to learn more about social media facts for Belgium.

Brands aren't limited to linear TV spending, as Belgium is quickly catching up to more mature VOD markets in terms of household penetration, with 37 out of every 100 households currently owning an OTT Subscription VOD (SVOD) service.

The most popular SVOD services in Belgium are rather unsurprising:

Streamz is a joint venture between DPG Media and SBS, and is the third most popular. With the debut of this portal, subscribers can now view all of the best Flemish content from both of the main Flemish broadcasters. The platforms of the aforementioned broadcasting organizations, DPG Media, IP Belgium, and SBS, which include VTM Go, RTL Play, and Go Play, are the country's leading BVOD players.

Overall, the Belgian media landscape experienced growth in digital subscriptions, successful mergers, and diversification strategies, but challenges and concerns about job security for journalists remained. Hence, it is important to leverage media monitoring to keep up with the rise of digital media in Belgium. Monitoring the media means keeping an ear out for who is saying what about your firm, competitors, industry, and any other topics that are important to your business.

It is a crucial practice for strengthening your public relations strategy since, in public relations, you must always be informed of what is going on. Not only with how people see and perceive your organization but with everything.

Meltwater's public relations suite can help you remain on top of the latest trends in your sector by providing thorough media monitoring and important insights into your customers' behaviors.

Furthermore, by utilizing a press release distribution service, relationship management, media database, and other important media tools, you can take your company's marketing to the next level.

Simply complete the form below to request a free demo:

Media in Belgium: Media Landscape Guide

Sweden is a key player in Scandinavian media, with regional media conglomerates Bonnier and Modern Times Group (MTG) headquartered there. It was also the first country to introduce press freedom laws in 1766.

The country’s media system is based on public service broadcasters' dominance and high newspaper penetration. While press circulation figures remain among the highest in the world, overall consumption of broadcast media has fallen marginally over the last five years.

Simultaneously, internet penetration and computer use are among the greatest in the world. Digitization appears to have had a far greater impact on general media preferences than on news media preferences. Also, commercial media appears to have won the struggle for entertainment (movies, sports, and drama), but public radio and television in Sweden have maintained their status as trustworthy and reliable news providers.

Moreover, television news reaches 83% of the population daily, and SVT, Sveriges Radio (Radio of Sweden), and TV4—the largest private station—remain the most trusted sources. In terms of media ownership, the dominating trend in the newspaper and television markets is national concentration.

Read along as we discuss more about the media landscape in Sweden along with the top media channels in the country.

Here is a list of what we’ll cover in detail:

What Is The Media Landscape In Sweden Like?

What Are The Largest Media Companies In Sweden?

What Is The Most Popular Media In Sweden?

Regulatory Authorities for Media in Sweden

What Are Common Media Channels In Sweden?

Tip: Take a look at digital and social media statistics for Sweden.

According to the most recent data, video, including TV and streaming, dominates daily media consumption in Sweden. As of 2022, 93% of those polled in the country said they utilized it every day. Social media climbed to second place with 84%, while radio rounded out the top three with 78%. The rise in social media use, which has exceeded music listening and radio consumption, reflects the growing popularity of digital entertainment and pleasures in Sweden.

In addition, video streaming in Sweden is on the rise, with 61% of Swedes using video streaming services in the most recent quarter.

In terms of press media, daily newspapers account for only 2% of media time in Sweden. In comparison, during the last 10 years, the daily reach of newspapers on the internet has more than tripled. This move is consistent with the global trend of replacing print publications with digital, more accessible alternatives.

Media ownership in Sweden is characterized by a mix of publicly funded outlets, commercial media companies, and various stakeholders. Public service broadcasting is provided by Sveriges Television (SVT), Sveriges Radio (SR), and Utbildningsradion (UR).

Private companies also play a significant role in the media industry.

Prominent media houses in Sweden include:

Bonnier Group: Bonnier is one of the largest and most influential media conglomerates in Sweden, with a significant presence in the newspaper, magazine, and book publishing sectors.

Schibsted: Schibsted, a Norwegian media company, owns media outlets in Sweden, including the tabloid Aftonbladet.

Amedia: Amedia is another Norwegian media company with a presence in the Swedish media market.

Swedish Radio and Television (SVT): SVT is a public service broadcaster with a broad range of television and radio channels.

Swedish Broadcasting Corporation (SR): SR is another public service broadcaster, operating radio channels in Sweden.

Modern Times Group (MTG): MTG is a media company with interests in TV broadcasting and E-sports.

PR & Communications

20 Most Important PR Statistics for 2025

Media in Belgium: Media Landscape Guide

Media In Sweden: Media Landscape Guide

Media in Saudi Arabia: Saudi Arabia Media Landscape Guide

What is the Difference Between Marketing and PR?

The 8 Biggest New Meltwater Features in our 2023 Winter Release

The Top 10 Most Popular Magazines in the US

Media In The UAE: UAE Media Landscape Guide

The UK Media Landscape: Media Companies, News Outlets, Ownerships

Why Are Your Brand Mentions Spiking? AI Can Explain

How to Pitch Your Press Release to Journalists

9 Step Guide: How to Create & Implement a PR Campaign

PR & Communications

20 Most Important PR Statistics for 2025

Media in Belgium: Media Landscape Guide

Media In Sweden: Media Landscape Guide

Media in Saudi Arabia: Saudi Arabia Media Landscape Guide

What is the Difference Between Marketing and PR?

The 8 Biggest New Meltwater Features in our 2023 Winter Release

The Top 10 Most Popular Magazines in the US

Media In The UAE: UAE Media Landscape Guide

The UK Media Landscape: Media Companies, News Outlets, Ownerships

Why Are Your Brand Mentions Spiking? AI Can Explain

How to Pitch Your Press Release to Journalists

9 Step Guide: How to Create & Implement a PR Campaign

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