How to read this list
Rank
Position in the Top 100, sorted by audience size from largest to smallest. Updated weekly.
Audience size
Estimated number of unique people in Sweden who actively engage with this audience, derived from anonymized search-behavior signals.
Country share
Share of the global audience that is active in Sweden. A higher value means the audience is more locally concentrated here.
Avg age
Average age in years across the people who engage with this audience in Sweden, derived from anonymized search-behavior signals. A dash means demographic data is not yet available.
Female share
Share of women among the people who engage with this audience in Sweden. 50% is gender-balanced; values above mean female-skewed, below mean male-skewed.
Ranking
| Rank | Audience | Audience size | Country share | Avg age | Female share | Subtype |
|---|---|---|---|---|---|---|
| 1 | AAftonbladet | 7.9M | 47.0% | 43.7 | 58.9% | Newspaper |
| 2 | EExpressen | 7.9M | 50.4% | 44.3 | 60.5% | Newspaper |
| 3 | DDagens Industri | 7.1M | 26.2% | 44.8 | 43.0% | Newspaper |
| 4 | HHandelsbanken | 5.5M | 79.9% | 50.4 | 50.5% | Newspaper |
| 5 | GGöteborgs-Posten | 5.4M | 32.3% | 44.5 | 53.2% | Newspaper |
| 6 | SSydsvenskan | 3M | 82.8% | 44.6 | 57.0% | Newspaper |
| 7 | DDagens Nyheter | 1.6M | 78.1% | 46.6 | 58.3% | Newspaper |
| 8 | SSvenska Dagbladet | 1.1M | 76.3% | 47.2 | 56.0% | Newspaper |
| 9 | HHospodárske noviny | 1.1M | 34.8% | 43.2 | 55.5% | Newspaper |
| 10 | SSlobodna Bosna | 1M | 9.6% | 45.1 | 0.0% | Newspaper |
| 11 | NNyheter24 | 877k | 98.4% | 35.8 | 63.8% | Newspaper |
| 12 | BBild | 769k | 1.2% | 46.0 | 52.4% | Newspaper |
| 13 | OOslobođenje | 657k | 10.7% | 43.9 | 45.9% | Newspaper |
| 14 | AAlgemeen Dagblad | 634k | 0.8% | 48.0 | 59.9% | Newspaper |
| 15 | DDnevni avaz | 582k | 6.3% | 48.0 | 51.6% | Newspaper |
| 16 | DDagbladet | 464k | 8.0% | 48.5 | 52.9% | Newspaper |
| 17 | JJyllands-Posten | 436k | 3.4% | 46.3 | 54.6% | Newspaper |
| 18 | DDaily Mail | 390k | 0.5% | 42.1 | 43.1% | Newspaper |
| 19 | TThe Guardian | 369k | 0.7% | 41.0 | 49.6% | Newspaper |
| 20 | EEl País (Uruguay) | 362k | 1.1% | 48.4 | 54.7% | Newspaper |
| 21 | IIltalehti | 357k | 6.0% | 39.3 | 58.3% | Newspaper |
| 22 | IIlta-Sanomat | 318k | 5.9% | 40.2 | 65.5% | Newspaper |
| 23 | DDagen (Swedish newspaper) | 285k | 22.6% | 47.3 | 74.4% | Newspaper |
| 24 | MMarca (newspaper) | 279k | 0.8% | 40.3 | 41.3% | Newspaper |
| 25 | VVečernje novosti | 244k | 3.0% | 47.8 | 54.1% | Newspaper |
Want the full picture for any of these audiences?
Open any profile to see psychographics, top regions, peer affinities and demographic splits — all derived from the same anonymized signals.
Frequently asked questions
How is this list of the most popular newspapers compiled?
Rascasse aggregates anonymized search-behavior signals across Sweden and ranks each newspaper by its estimated audience size. Only entries with at least 5 measured entities are listed.
How often is the list updated?
The ranking is refreshed weekly from the latest search-behavior data and re-published as a static page.
What is the largest newspaper in Sweden?
Aftonbladet currently leads with an estimated audience of 7.9M people in Sweden.