Expressen
National tabloid with strong sports and entertainment coverage.
Expressen at a glance
Expressen is a news & media website and one of the most visited sites in Sweden, currently ranked #6 in the country. It was founded in 1944 and is headquartered in Stockholm, Sweden. Today Expressen is owned by Bonnier News. Our estimates put its audience at ≈ 26 million visits per month. The business earns money mainly through display and video advertising, native and sponsored content, digital subscriptions. Its closest rivals include aftonbladet.se, dn.se.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 24.4 million / month | +2% |
| Q2 | ≈ 25.2 million / month | +3% |
| Q3 | ≈ 26 million / month | +3% |
| Q4 | ≈ 27.6 million / month | +6% |
Traffic sources
- Direct37%
- Organic search34%
- Social18%
- News aggregators8%
- Email3%
Audience & demographics
- Men55%
- Women45%
- Age 35-4426%
- Age 45-5423%
- Age 25-3422%
The audience is concentrated in Sweden, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Sweden86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 7.8 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Sweden
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| expressen | 1 | Very high | Dominant |
| breaking news | Top 10 | High | — |
| today's headlines | Top 10 | High | — |
| live coverage | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Sweden web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 79% mobile
- Position in country
- Among the leading news & media apps in Sweden
Company information
- Website
- expressen.se
- Sector
- News & Media
- Owner
- Bonnier News
- Owner type
- Private media group
- Founded
- 1944
- Headquarters
- Stockholm, Sweden
- Ownership
- Bonnier News controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- Swedish
- Top traffic sources
- direct, organic search, social
Financials
- Revenue
- Not publicly disclosed
- Ownership
- Private media group
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Expressen operates a news and media publisher focused on Sweden. National tabloid with strong sports and entertainment coverage. Revenue comes mainly from display and video advertising, supported by the other lines listed below.
- Display and video advertising
- Native and sponsored content
- Digital subscriptions
- Content syndication
International presence
- Primary market
- Sweden
- Expansion
- Regional and diaspora audiences beyond the home market
Customer statistics
Website rankings
- Country rank (Sweden)
- #6 in this index
- Sector rank
- Leading news & media site in Sweden
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| aftonbladet.se | ≈ 15.6 million / month | #7 class competitor | — |
| dn.se | ≈ 11.7 million / month | #8 class competitor | — |
What is Expressen?
Expressen (expressen.se) is a news and media publisher serving users in Sweden. National tabloid with strong sports and entertainment coverage. It ranks #6 among the most visited websites in the country in this index, within the news & media category.
Who owns Expressen?
The site is operated by Bonnier News. The company was established in 1944 and is headquartered in Stockholm, Sweden.
Traffic and audience
Traffic estimates place Expressen at roughly 26 million visits per month, about 0.9 million per day. Around 79% mobile of sessions come from mobile devices, and visitors view about 3.1 pages per visit with an average session of 3 min.
How Expressen makes money
Revenue comes primarily from display and video advertising, alongside native and sponsored content, digital subscriptions, content syndication.
Competitors in Sweden
Its closest rivals include aftonbladet.se, dn.se.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1944
Expressen is founded in Stockholm, Sweden.
- Growth phase
Expands its news & media offering and moves to a mobile-first product.
- Today
Ranks #6 among the most visited websites in Sweden.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Broad daily news coverage with national reach
- Fast breaking-news publishing
- Free access to most articles
- Strong presence in search and social
Cons
- Heavy advertising load on article pages
- Editorial line criticised by parts of the audience
- Clickbait headlines on high-traffic sections
- Paywall limits on premium content
Key statistics
Frequently asked questions
Who owns Expressen?
Expressen is operated by Bonnier News. Private media group structure, based on public filings and press reporting.
Where is Expressen headquartered?
Expressen is headquartered in Stockholm, Sweden.
When was Expressen founded?
Expressen was founded in 1944.
What is Expressen's revenue?
Expressen does not publish standalone revenue; income comes from display and video advertising, native and sponsored content, digital subscriptions, content syndication.
Who are Expressen's competitors?
Main competitors in Sweden include aftonbladet.se, dn.se.
How does Expressen make money?
Mainly display and video advertising, native and sponsored content, digital subscriptions, content syndication.
Is Expressen publicly traded?
No — Expressen is not listed as an independent public company; it is operated by Bonnier News.
How many visitors does Expressen get?
Third-party estimates place Expressen at roughly 26 million visits per month, mostly from Sweden, with 79% mobile traffic.
Is Expressen safe?
Expressen is an established news & media site founded in 1944 and ranked #6 in Sweden; use the official domain expressen.se and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsexpressen.se
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageSweden and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos